By: London Faust, Senior Account Executive & Digital Media Manager

With reporter inboxes overflowing, it’s more important than ever to find ways to break through the noise so that your pitch gets seen. Social media can be a valuable media relations tool to understand what journalists are covering, where they’re getting their news, and how you can grow your relationships with them.

How reporters use social media

• Sharing recent bylines: Follow reporters who cover beats relevant to your company or clients. This is a great way to see what stories they’re writing and what they’re saying about the coverage.
• Seeking expert comment: Reporters will sometimes use social media to ask their audiences for an expert source or relevant opinion on a story or subject. This is your chance to jump in and offer your thought leaders.
• Looking for newsworthy content: Breaking news often hits social media first. Reporters stay on top of newsfeeds and if you are active on your platforms, it provides them with the opportunity to learn about your company or client somewhere other than their inbox.
• Posting about their personal lives: Maybe it’s pictures of their pets or comments on a recent sports win – anything a reporter shares about their interests provides an opportunity for you to relate on a social level and build a relationship from there.

How PR pros can use social media

• Learn about reporters: Aside from a sit-down chat, social media can be among the best places to learn about someone. By following the reporters you want to pitch, you’ll be able to see what they’re sharing, personally and professionally, and ensure you’re giving them information they actually want and need.
• Create a client newsroom: Repetition is the key to remembering. When appropriate, social media is the perfect place to put your news item in addition to pitching it directly. That way, reporters have a chance to see it in multiple places and have their interest piqued that it was something they meant to follow up.
• Serve as a source: If you see a reporter seeking expert comment on social media, don’t be afraid to jump in. Reply via comment or send a direct message if what they’re looking for is relevant to you.
• Showcase your skill: Even when you don’t have something ready to pitch, you can interact with reporters on social media and showcase your skills. By keeping up with what they’re sharing while posting your own client or company chatter, you’ll stay top-of-mind with them in the future.

In the end, social media is a fantastic tool to support traditional media relations efforts and reach reporters on a regular basis.

Stay connected

Like what you just read? Sign up for our LinkedIn newsletter and get these updates delivered straight to your inbox.

Subscribe on LinkedIn

 

About the author 

London Faust joined Bellevue Communications Group in September 2014. As Senior Account Executive and Digital Media Manager, London helps brands and businesses maximize their social media presence through strategy development, content creation and management, and tactical analysis. London also provides public relations services to a variety of clients such as media training, writing and pitching press materials, and providing crisis communications support. She holds a Bachelor’s Degree in Strategic Communication and an MBA from Temple University.