While going through my Twitter feed this morning (part of my normal morning routine), I came across a blog entry that discussed a recent PR Week feature of the 25 most powerful PR folks in the industry. What I found shocking was that less than half of the 25 had Twitter accounts, and some of those that had one didn’t have full profiles or active accounts.
I feel fortunate to work at a full-service agency that, for many years, has had a dedicated social media group, which has provided guidance in integrating social media into a public relations strategy. Ever since I got on Twitter two years ago, I would say I’ve become Twitter obsessed. But that’s because I see such a value in what it presented to me as a PR professional. I have spent a lot of time getting my PR friends on Twitter and trying to explain the benefits to them. I think I’ve converted most of them to Twitter, although there may be a few stragglers slow to the mix.
When I talk about Twitter with my marketing/PR friends, I always get asked: What’s the point?
So I decided to pull together a list of the top benefits of Twitter for PR pros – not only as it personally benefits them professionally, but also for clients.
1. Connecting with the media: Almost every media organization and reporter has a Twitter account. As a profession that is still so based on media impressions to prove ROI, why not use a free tool to try and connect with the very people you are pitching? You can see what stories they are working on or maybe they’ll Tweet that they are looking for a source that fits your client. Moreover, their interest may even be piqued by something you Tweet. Either way, Twitter is a unique platform to directly connect with the people you rely on to deliver results.
2. Staying informed: Last week when James Lee stormed into the Discovery Channel headquarters in Silver Spring, Md., Twitter broke the news. I, personally, found out about this crisis via Twitter, several minutes before my breaking news alert arrived from CNN. And, even for stories where Twitter doesn’t break the news, it is often a great place to find up-to-the-minute details. For PR folks, keeping an eye on Twitter can clue us in to a couple of things. First, sometimes it means you need to hold off on contacting the media – when news is breaking, the media is less likely to cover other stories that have nothing to do with the hot news. Second, it also helps you keep up on trending news that may affect you or your client.
3. Engage with your community: If you are on Twitter, you probably know a lot more about what’s going on in your community and your industry. Twitter allows you to easily engage with your peers or even a new potential client, and presents opportunities to connect with people more personally – even if it’s only in 140 characters. You can also share your thoughts, professional insights or client news that can have more reach than ever before. With one re-Tweet, your news can travel far beyond the newspaper.
If you are a PR pro on Twitter, I commend you. And if you have an account, but rarely use it, I hope this entry encourages you to get back on the bandwagon. Just do me one favor, don’t call it “The Twitter.”
