With two thirds of Americans using social media to get their news, it’s no surprise that those who report the news also utilize and participate in social media. With a news feed updating almost non-stop, the design of Twitter uniquely positions itself as source for breaking news and is therefore an ideal platform for journalists. Additionally, the site allows journalists to stay up-to-date on new developments within their beat and creates a space for dialogue and feedback on news. When engaging with reporters on Twitter it is important to remember that while they may be an authority and leader within their subject matter, they are people just like us with interests and opinions, so it is best to keep it real. However, when engaging with journalists with the intent to pitch a product or idea, there are certain best practices that may help you stand out. Here are 5 tips for engaging with reporters on Twitter:
Set-up a professional account
If your goal is to engage with reporters on behalf of your company or client then setting up a new professional account allows you the freedom to cultivate a social presence free from worry of past tweets re-surfacing. You should choose a profile picture that is professional and is easy to see, and have a straightforward bio. It should be immediately clear who you are and what your goal is by hovering over your name. If you would rather not set up a separate account for fear of losing some of your personal flair, that is ok, but when mixing work and personal time it is important to be more mindful. This includes what profile picture you choose and how you describe yourself, as well as what you say and tweets you ‘like’. Expressing interests is good, liking or Tweeting inappropriate statements while also wanting to be taken seriously, is not.
Research the expert
What is your end goal for engaging with journalists on Twitter? What do you want them to cover? With your end goal in mind, mindfully choose who to follow. If you work for an agency and want to engage with reporters from varying beats, then Twitter lists is a helpful tool to utilize as it allows you to categorize reporters and stay up to date on what reporters covering that topic are talking about.
Learn the art of lurking
Before jumping in and engaging with reporters you know nothing about, it is best to start slow. Ease into your engagement. Follow the reporters you want to build a rapport with to first see what their interests are and what they’re writing about. Become familiar with them by learning what they like, both professionally and personally. You might find you have something in common that might not be immediately obvious from their job title or beat.
Engage softly, build a rapport and pay it forward
Once you feel comfortable initiating engagement, begin by taking small steps such as favoriting or retweeting them before progressing into retweeting with comment or responding directly. Once you do begin engaging directly, provide positive feedback, resources, or pay it forward by sharing their article in your other networks. These small engagements will notify them and start to put your name and profile on their radar.
Once you’ve built a rapport with a journalist then start to test the waters by responding with a pitch or asking if you can DM them to talk more in depth.
In summary, when engaging with reporters on Twitter you should keep it real. The first step is to simply engage with what they’re saying, either by liking their tweets, chiming in to add to the conversation or responding with feedback to an article they wrote. The key is to slowly build a relationship. When you Tweet at them your name will pop up. Once you’ve established a rapport when you email them they might be more apt to open your pitch because they recognize your name. Depending on the relationship you’ve built and how often that reporter uses Twitter you might find that you can DM them and send your pitch via Twitter instead of email.
Lindsey is a public relations expert who joined the Circa team in January 2018. She currently manages media relations for professors from multiple universities, in a variety of disciplines, helping connect them with relevant opportunities to increase their thought leadership and program exposure. Graduating with honors from Virginia Tech with both a bachelors and masters in Communication, Lindsey understands how to bridge the gap between academia and the media in order to facilitate and support the spread of credible news. Lindsey has obtained media placements for professors in outlets such as The Washington Post, Forbes and Scientific American. Connect with Lindsey on Twitter: @lindsey_baumann