LIVINGSTON, NJ, (July 13, 2009) — A white paper just issued by BurrellesLuce, the leader in media relations services, explains how PR professionals can add a vital dimension to their Twitter activity by regularly conducting interviews on Twitter (Twitterviews), and hosting or attending offline meet-ups of Twitter followers (Tweetups).

Titled "From Twitterviews to Tweetups: Putting the Social in Media," the document describes concrete steps that public relations practitioners should take to gain optimal benefit from the widely used micro-blogging tool. The white paper also features a concise glossary of terms often used in connection with Twitter.

Half of all respondents to a recent BurrellesLuce survey said they are active Twitter participants. With that statistic in mind, the white paper asserts that "the focus has shifted from racking up followers to creating meaningful content on which to form strong relationships."

One major reason Twitterviews are becoming more popular, says the white paper, is that they are conducted in real time, which significantly fosters audience involvement. To obtain the most value from that involvement, the white paper offers ten "must do" actions: six that should be taken before the Twitterview, two during the event, and two afterwards.

The white paper describes a Tweetup as a place "where the virtual meets the real," and it offers ten Tweetup tips five for meeting hosts and five for attendees that can help PR professionals build on the rapport they have established with Twitter followers.

When a Twitterview or Tweetup is over, the white paper says, PR practitioners should monitor and measure the resulting coverage to track and understand how their efforts are playing out in the social media. "From there, you can either replicate or tweak your initiatives to ensure you're making the maximum impact possible."

"From Twitterviews to Tweetups: Putting the Social in Media" is available free of charge from BurrellesLuce by visiting http://www.burrellesluce.com/twitterrelease.