How to get media attention on Twitter and LinkedIn

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What You’ll Learn:: 

LinkedIn? Just a big job-hunting site, right?

Not so fast. You’d better figure it out as a tool for reaching the media, because it will give you an advantage over your competitors. Unless, that is, they are already way ahead of you—in which case, you’d better catch up.

And as for Twitter, are you and your partner organizations getting the most possible mileage on this platform with such incredible opportunities for reaching reporters and editors?

In this session, learn how to:

  • Create a strong long-term digital strategy
  • Leverage existing and new partnerships with journalists
  • Effectively promote your personal and organizational expertise on LinkedIn
  • Exploit Twitter to build relationships with members of the media
  • Work with journalists on social media
  • What you can do to immediately improve your LinkedIn presence
  • How to use Twitter to spur positive coverage for your company or clients
  • Best practices for communicating with journalists on Twitter

Lori Russo, managing director of Stanton Communications, has a piece of advice for communicators reluctant to use LinkedIn: “Just get over it.” The tool is absolutely focused on business and professional communications.

Journalists are on it, and they're using it as a research tool. They use it to get leads on company news. Example: When people land a new job, often the first thing they do is update their LinkedIn profile. Which is why that reporter found out about the story before you even issued your press release.

Learn how to start with the reporters you know, and make yourself more findable by beefing up your profile description. Find out why adding content is so important, whether it’s videos or PowerPoint presentations.

Figure out how to share updates that position you as a leader. Users who share update LinkedIn at least once a week are 10 times more likely to be called for opportunities to speak, write, or talk to reporters than users who don’t update.

Got a big story or event? Find out how to add Twitter to the mix in your communications for greater media play.

Get smart about these two essential platforms. Start here.

November 2013

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Presenter bio: 

Michael McManus is director of public relations and digital media for Sodexo. McManus heads up the company's North American social and digital media strategy. Since joining Sodexo in 2009, he has managed Sodexo's external visuals, brand and messaging on its websites, social and digital media, and created the company's six subject-specific blogs. McManus came to Sodexo after 15 years as a journalist, including 12 years anchoring, reporting and producing at CNN, and three years as Washington Bureau Chief & White House correspondent at HDNews, the country's first national high-definition television news network.

Lori Russo is managing director at Stanton Communications. For 15 years, clients have trusted Lori to develop their communication strategies, define their positioning and deliver their stories through traditional and new media. She has expertise and interest in education technology, mobile and online gaming, travel and tourism and professional services. She frequently works with leaders in these industries to engage stakeholders and grow their organizations through integrated communication. Before public relations, Lori spent several years in journalism as a news assignment editor and sports producer.