How to use text messaging and Twitter DMs to reach reporters in real time

I've said many times that the best way to reach reporters is when they are looking for what you have. It's real-time communication with reporters when they are working on a story that gets you (or your clients) into the news.

Yet there are so few PR people who work with reporters in real-time. Mostly PR people like the traditional pitch. However, that doesn't work so well because you are trying to interrupt reporters so that they will pay attention to you.

How about turning that around? Why not pay attention to reporters! See what they are tweeting about. Read their most recent blog post or the latest thing they posted to the Web. That’s your clue. Then reach out.

When I was in Munich recently speaking at the International Health Forum, I had a chance to connect with David Lowey who is Managing Director, Digital, for the EMEA region for Fleishman Hillard.

David told me about working on the iPhone launch with Fleishman Hillard client AT&T. His team connected to reporters in real-time via text message and Twitter Direct Message to offer up information or spokespeople at the precise moment that the reporters needed the information.

I found it so interesting that I asked David to explain to us on video. The second half of the video we talk about some of the technologies in use at sophisticated companies.

Direct link to video on YouTube.

How about you? Are you reaching reporters in real-time?

Image: Shutterstock / Ilin Sergey

Comments

[Philsimon]

I must admit. This is pretty smart.

[Dan Schawbel]

I like your new website David. I also feel that engaging with reporters in real-time is becoming the only way to get in the news cycle. If you wait too long, they have already found their sources.

[Warren Kirby]

Good theory but you might want to look at a couple of surveys from pwrnewmedia.com and the Society of New Communications Research (SNCR) and Middleberg Communications 3rd Annual Survey of the Media in the Wired World. In both surveys 1% or less surveyed journalists want to be contacted via Twitter or other social media.

[David Meerman Scott]

Warren - I do not trust such a survey when considering real-time communication.

When a reporter is working on a story and tweets interest, they WANT people to help them out. I'm a journalist myself and have spoken with many colleagues about this.

However, I would agree that journalists do not want another avenue for pitch spam. I'm not talking about that, though. I am talking about giving journalists what they want.

[JamesMcooper]

Giving people what they want - so simple. Like that!

Great concept for improving relationships with reporters, basically by not being another pitcher or spammer.

I'm interested to hear your thoughts on how a business can effectively manage this; most will not have the resources for countless heads looking at listening stations non-stop... so do you suggest checking listening stations and/or feeds of a particular group of people (reports at target publications), once, twice or 4 times a day for something that fits?

James

[Frank]

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Excellent post as always.

[Tea Hoffmann]

I like the concept...implementation is where the rubber meets the road for us. But, if we could implement, it would give us an advantage.