SMB Chicago Preview: How the Social Web Changes Media Relations

The Social Media Breakfast (SMB) is a great idea: professionals interested in social media get together over breakfast to discuss predefined topics and learn from each other’s expertise.  When I was recently asked to moderate a table at the SMB on April 6 in Chicago, it was no question for me to do this. The SMB already spans 35 cities across the U.S., so make sure to check out your local chapter or become an initiator if the event doesn’t exist yet in your neck of the woods. My session this Wednesday will be focussed on how the social web changes media relations.Social media discussions are often centered around customer relations and the fact that companies now communicate with a very diverse crowd of influencers. But social media can be used in many different ways, in several departments, catering different purposes and goals. For public relations professionals, there are new ways to engage with journalists and bloggers.

The social web has changed journalism in many respects. Traditional media are embracing the web, mobile, blogs, Twitter, Facebook and other channels, all of which accelerate the speed news travels. Social media also opened up a whole new way of researching stories, making it easier to find sources and to follow events in real-time as they unfold. To no surprise, news media even directly quote messages posted on Twitter and other platforms. My discussion will be focused around these developments and how PR professionals can utilize the social web to build relationships, research stories and get noticed. Here are some of the questions I will cover. Make sure to check back next week to find a summary of the results from the session. If there are specific questions you’re interested in, let me know in the comments, and I’ll incorporate them.

-        How does social media impact journalism?

-        Where do you draw the line between media relations and customer service?

-        How do you find influencers on the social web and what tools are helpful?

-        How can social media help you to better understand the needs of journalists?

-        How do you engage with journalists on Twitter?

-        What are the most important things to consider when pitching through social media?

-        Is the press release really dead? What are the alternatives?

-        What is a social media release and is it effective?