Presentations text content in Engaging the media through social media
Engaging the media through social media
Jason PohlJuly 15, 2016Slide2
Where we’re going
it used to be
Why it’s better now
How journalists do journalism
How journalists use social media
How (good) PR folks use social media
Misperceptions and solutions
Explain your most memorable (good or bad) experience trying to pitch a story to a news organization? How did social media use factor into that experience?Slide5
How it used to be (and why it’s better now)
(Some) people (might) see it.
Difficult to control your message
Difficult to see to what extent the messaging was working
How Media approach things today
ImpactTimelinessProminenceProximityUnusualConflictCurrency Human interestSlide8
How journalists use SOCIAL MEDIA
News gathering toolTwitter alerts (breaking)Reciprocal connection with community Personality and branding Article sharingSelf promotionWhat the community is talking aboutSlide9
How I collect and share news
Personality and branding
How I use use social mediaSlide11
How you can use social media to:
Share thoughts/events/other news items that are interestingResearch what else is happening in the fieldNetwork with other people (journalists) interested in similar fieldsVoice, brand, and control of your messageSlide12
Different ways to conceptualize this
Situational Crisis Communication Theory
Image Repair Theory, uses and gratification, credibility, among others
Implications for public relations, crisis communications, journalism, emergency management, community planning, sociology, risk assessment, linguistics
HAVE A PLAN AND KNOW WHY YOU HAVE THAT PLANSlide13
Social Mediated Crisis Communication MOdel
Distinguishes among multiple publics
Social media content creators
Social media followers
Social media inactives
Five primary factors that dictate how an organization will and should communicate
Crisis message form
Crisis message sourceSlide14
Blog-mediated crisis Communication modelSlide15
Social Mediated Crisis Communication ModelSlide16
Put another way
Increasing amount of research offering very real
for what crisis communicators and planners should be doing (Veil et al., 2011)
Establish risk and crisis management policies and process approaches
to the public’s concerns and understand the
with honesty, candor and
and coordinate with credible
the needs of the (traditional) media and remain
with compassion, concern, and
messages of self-
What this looks like in practice…Slide19
What this looks like in practice…
“We can have conversations with the citizens, and they with one another, in a public forum for all to see. Through this type of dialog you start to understand your community and what is important to them,” a practitioner told the authors. “That is invaluable.” —JeffCO folks discussing integrated media plan and the incident management teamSlide20
Cut through the misinformationSlide21
DO NOT ABANDON TRADITIONAL CHANNELS. PERIOD.
Scoops and exclusivity
Twitter is not just a 140-character press release
Make people care about the other stuff
Have a plan and actually use it. If policy says ONLY info will be posted on Twitter, make sure that’s the case – and make sure your local media know that.
IT MUST BE TWO-WAY
If there’s an error, CORRECT IT. Though not ideal, media often will run with the tweets as an “official” source, so PROOF IT.Slide22
The demise of journalists? No way.
The long and short of it is that there is no replacement for face-to-face
any chief or commander or PIO who thinks they can replace that with social media is making a grave mistake.
Media STILL have greater reach
Major breaking: Tens of thousands of engaged minutes
, go-to source for information
Daily engagement and seen as the go-to source for information
Personality, reliability, frequency, valueSlide24
Misperceptions and reasons for failure
“I don’t have time to troll Facebook/Twitter/LinkedIn/
The other time excuse: “I’m posting 9-5 and nobody is paying attention.”
“Nobody will see this when there’s so much going on all the time.”
“I tagged the
to get more likes on my stream account profile.”
“I need to get this tweet approved and my boss is away.”
Public safety journalist
Fort Collins Coloradoan
Benoit, W. L. (1995).
Accounts, excuses, and apologies: A theory of image restoration
Albany, NY: State University of New York Press.
Benoit, W. L. (1997). Image repair discourse and crisis communication.
Coombs, T. W. (2007). Crisis and risk communication special section introduction.
Coombs, T. W. (2015). What equivocality teaches us about crisis communication.
and Crisis Management.
Hughes, A. L. (2012). The evolving role of the public information officer: An examination of
media in emergency management.
Journal of Homeland Security and Emergency Management,
Liu, B. F., Jin, Y.,
, B. (2012). Managing turbulence in the blogosphere:
the blog-mediated crisis communication model with the American Red Cross.
Journal of Public Relations Research,
, A., Pang, A. (2015). Parody social media accounts: Influence an impact
organizations during crisis.
Public Relations Review,