Among other very useful items in Teneshia Jackson Warner's just-released book, Profit with Purpose: A Marketer's guide to Delivering Purpose-Driven Campaigns to Multicultural Audiences, are seven steps for dealing with the new media scene.
The first is one that is timely and timeless, no matter what medium you are approaching with a public relations campaign. "Make it easy for reporters," writes Jackson Warner. "Journalists, like everyone, are hard pressed for time and the easier you make it for a reporter to write a story, the better your chances of clinching the deal."
2. Buy an iPhone and/or an iPad. With the media creating content for these platforms, you need to be personally familiar with them.
3. Don't pitch via social media. Eighty percent of journalists prefer to be contacted through email.
4. Media outlets want more than just text. They're looking for pictures and video too.
5. Get to know journalists on social media platforms. Follow their Tweets. But unless you know them personally don't 'friend' them on Facebook.
6. Pitch the TV newsroom between eight and nine in the morning, if possible, to precede the daily staff meeting. Unless it's breaking news, pitch your story a few days or a week ahead of time. TV journalists also want to speak to real people using your product, not just a CEO or spokesperson.
7. The old rules for pitching still apply. Just because social media has rocked the boat doesn't mean it's a different boat. Hold fast to the traditional etiquete of introduction first and questions later.
Among other reader benefits, Profit with Purpose has hundreds of tips for dealing with celebrity endorsements, choosing partners to promote your purpose, and includes a guide to the causes with which specific celebrities are involved.
Click on the links above for a special money-saving offer on this new title.