How to Engage Appropriately with Social Media and Traditional Media
Emphasizing social media engagement doesn't mean that you ignore the importance of the role of traditional media. Being mentioned in the media is still an important part of marketing, and press pages on company websites are filled, for good reason, with the logos representing media outlets such as Wall Street Journal, The New York Times, Oprah, Today, and CNN. Television, print magazines, and newspapers still exist and are still powerful.
These days, these media hits often happen because brands do more than send press releases and make cold calls to members of the press. Reporters and producers pay attention to social networks for potential news stories and to find news sources organically.
Savvy brands can position themselves in social media to attract the media's attention, and they can engage with members of the press by following them in social networks to engage them in dialogue, draw their attention to potential news stories, and provide resources including links.
Nurture relationships with your local media and even with national or international media. Find creative ways to suggest story ideas and to position yourself or someone from your team as a topical expert. Incorporate images and video into your online pitches via social media to attract attention. Work to build a reputation as a trustworthy and reliable source for quotes and news leads.
Strongly consider media training for whoever might be appearing on camera or acting as a company spokesperson. Being knowledgeable about your topic doesn't compensate for a lack of polished media presence. Displaying poor skills in front of the camera can hurt your credibility and even make you look untrustworthy.