Posts Tagged ‘News Coverage’


Is Twitter “Media?”

Monday, July 20th, 2009

If you’re on Twitter, you know that it’s not only a wonderful way to meet and network with other PR/MarComm professionals, but it’s a great source of news stories – especially breaking news. 

You’re also probably aware that hundreds of news stories broke first on Twitter; for example, the US Airways plane going down in the Hudson River, the earthquake in China, Iran’s post-election protests, Michael Jackson’s death, and just the other day the bombing in Jakarta.

My BurrellesLuce colleagues and I have read  a number of blog posts and stories about what this means for mainstream (traditional) news outlets. Per one 2549338029_791d5674f9.jpgrecent story, “The buttresses of old media institutions, from print to television, are under stress from the advertising downturn, but social media is thriving as the world flocks to the likes of Facebook, Twitter and LinkedIn.”

There’s been some scuttlebutt lately about whether this is a good thing or not. One post went as far as to say “Goodbye CNN-crawl, hello Twitter.” 

I’m not sure I’m ready to write-off CNN or other traditional news outlets just yet – after all, as soon as the news broke on Twitter, the first thing I did was tune in to CNN (or TMZ in the case of Michael Jackson) to see if there was journalistic confirmation of these reports. 

Perhaps I’m not as forward-thinking as some, but the St. Louis Social Media Report seems to agree with me – there is room for both Twitter and traditional news outlets as they both bring forth a distinctive and practical point of view.

Do you think Twitter or other social media will replace traditional media?  I look forward to the conversation.

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Twitter #journchat: Insight on Pitching and Analysis

Friday, February 27th, 2009

Valerie Simon

PitchingI am new to Twitter and on Monday I participated in my first ever #journchat. An interesting mix of journalists and PR professionals provided a lively conversation that spanned a variety of subjects. The two topics I found most compelling related to pitching and analysis. Can Twitter be used to pitch journalists? And regardless of the method, is it possible to successfully pitch in 140 characters? As @CMM_PR pointed out, “The blogosphere is humming with blogs about how PR Flacks are trying to perfect the 140 character pitch. Is it worth the effort?”

 @arikhanson seems to think so, “From PR perspective, 140 characters forces us to refine our pitch. Get to the nugget. To the point faster.” In today’s fast-paced environment, brevity is essential. Case in point: @DeRushaJ, a journalist, told the group, “I have to pitch to my newsroom bosses and catch their attention in about 140 char. PR people should pitch me in 80.”

Understanding measurement was also a hot topic of conversation. For the PR folks on the chat, it was apparent that analysis is more important than ever. @bosilytics raised the question, “How difficult do PR folks find it to find the analysis they need. not #’s but insightful data” While @kanter noted that “the most important part of analytics is not the numbers, but how you harvest insight” But how do you define insight?

At BurrellesLuce, our clients have told us that they need a clear picture of their relevant coverage. This includes both customized quantitative and qualitative data, as well as expert analysis of the nature and reach of their coverage. They need measurement metrics, content evaluation, executive reporting and competitive studies. And of course, with time and money tighter than ever before, it is essential that the reports come ready to present to the board, client or prospect.

If you are curious to learn more about smart measurement, I’d like to invite you to join my colleague Johna Burke, VP, BurrellesLuce,  who is teaching a free PRSA webinar: How Smart Measurement Can Help You Survive the Media Revolution http://tr.im/gtv5

For those of you on Twitter, I’d recommend that you stop in the next #journchat (every Monday evening at 8pm eastern). It’s a nice opportunity to meet and exchange ideas with a diverse group of PR professionals and journalists. And if you have any other suggestions of similar groups for this Twitter newbie, I’d love to hear from you. Just leave a comment or send me a tweet @ValerieSimon.

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