By Adam Lovinus, Associate Editor

What is a journalist looking for on Twitter?

News, of course!

A better question is, How is a journalist looking for news on Twitter? A savvy journalist uses Twitter to excavate story angles in a variety of ways. PR pros with a handle on how journalists are looking for news are in a better position to offer valuable, timely expertise and generate media exposure for their clients.

Here are five great ways to leverage your company’s Twitter profile.

FIND YOUR WRITERS: The number-one reason journalists use Twitter is that it is probably the fastest, easiest way to keep up with what news sources (you!) are up to. The first step is getting in touch with them. Acquaint yourself with the search tool in the Twitter platform, peruse contact pages of news organizations, and see who your industry peers are following to bolster your feed.

• PR Tip: There are online services offering journalist directories searchable by news organization, beat, and region. PressPass (www.presspass.me) and Seek or Shout (http://seekorshout.com) are two FREE online programs that can help get you in touch with relevant media entities.

LISTEN TO YOUR WRITERS: Journalists frequently pose questions to their followers to aid in the newsgathering process. Make sure to monitor this, and deliver exactly what they’re asking for whenever possible.

• PR Tip: Journalists looking for sources will post their requests @JournoRequest or #journorequest. Search those handles for potential media opportunities.

ENGAGE YOUR WRITERS: Relevance is the key to good sharing; every tweet should tie in to something else happening on Twitter. This is what is meant by “engaging” with social media. Random posting directed at no one in particular tends to be ineffective. Imagine Twitter as a giant conversation; when it’s your turn to speak, make sure to offer something that fits in with what others are saying.

• PR Tip: Use #hashtags to start conversations. For example, when tweeting at a trade show, always add in the tradeshow hashtag. That way, journalists covering the show will see your input.

PITCH YOUR WRITERS: Every journalist has a preferred method of getting pitches. Some use Twitter, some don’t. Check their profile; it’s often a good indicator. Journalists that prefer Twitter pitches do so because the 140-character limit ensures a quick, to-the-point pitch. Ultimately, it is up to the PR pro to feel out an editor’s preference. When in doubt, simply ask — “Hello @editor, I represent @company; I have #something you might dig; what’s the best way to reach out?”

• PR Tip: A good way to warm up to an editor is to retweet stories he or she posts.

GET IN FRONT OF BREAKING NEWS: Nothing is faster and more useful than a Twitter feed for a developing story. By searching tweets with #hashtags that denote a specific topic, a journalist is able to cultivate leads in real time. 99% of breaking news stories will not have any meaningful connection with your PR, but you never know when you can get in front of a breaking story and turn it into a nice chunk of earned media.

• PR Tip: Use Advanced Search to search by topic and location for happenings that present an opportunity for getting in on news coverage. For example, a tech manufacturer that supplies electrical components for a weather-tracking device could find itself in a position to provide timely information for news media covering a storm system. Refine your search to find news opportunities specific to your client.

By John Miles, Associate Editor

Bigger is not always better in finding an audience for your press release. Not every news item demands the entire world’s attention. In fact, the content of most releases appeals to a very specific audience – oftentimes a targeted industry segment or consumer demographic. However, sometimes your most valuable readers are just down the street. (more…)

How do you throw an event that will get the right media to attend and gain valuable coverage for your product or client? It takes a little more than just throwing a party, inviting everyone you know and hoping for the best.

In our webinar we looked at how public relations professionals can get journalists to call them. In this series, we’ll look at how the experts put together an event from deciding who to invite to following up after the event.

This week, we look at the preparation before an event.  (more…)

Everyone wants their press release picked up by journalists and bloggers. You can write a great press release but it may not get picked up. So what can you do to give your release a better chance of catching the media’s eye?

Here are some things you can  and should put in your release: (more…)

By Joe Schnaidt, Supervisor, Editorial US West

A company’s first press release is critical, showing what it is and what it does.

To keep your audience engaged, your next release should focus on establishing a more personal dialogue with the reader. How will your service make things more convenient, efficient or effective for the consumer? Does it have specific local relevance? The more novel the solution, the more your offering stands out. (more…)

By Robert Garrova, Marketwire editor, Los Angeles

Everyone loves a good story.
As people spend an increasing amount of time on the web, it becomes more and more crucial for companies to create their own narrative and not only publish, but promote this narrative in the digital space. An interesting, ever-developing story not only brings customers back to your website but also fosters brand enthusiasts rather than one-time buyers. A well-timed press release — coupled with a blog post, product launch, or email campaign — can proclaim the pivotal points in your company’s story and get both the media and consumers interested. But what developments in your company’s progression are fit for a press release?  (more…)

The year is almost done so let’s take a look back at what you wanted to know from us and a few tips to get you ready for 2013.

How is your technology? Mark Evans takes a look at when to upgrade your hardware. 

He also offers some tips on how to stay savvy with your social media plans.

Speaking of social media savvy, one of the best campaigns run in 2012 was  f the RedBull Stratos space jump with Felix Baumgartner.

How good was it? We used Sysomos’ MAP tool to track the worldwide response.

MAP was also used by Mark Blevis to track the social media buzz around the US Elections.

Also on our greatest hits’ list is our webinar on How to Get Journalists to Call You. Lisa Elia, founder and CEO of Lisa Elia Public Relations took us through tips on how to lay the proper groundwork so journalists and bloggers are motivated to call publicists.

Our top searches included how to write a boilerplate and how to use a boilerplate to tell your company’s story. Many people looked up how to write a press release, how to write a press release for journalists, and how to write a social  media press release.

Enjoy the last four days of 2012!

By Deborah Baum, Supervisor, Editorial US West

So you work for a great company and you make an awesome product that can do some really cool stuff, what’s your next step? Getting your name and brand out to the public and letting everyone know what it is your company can do, how you do it, and how remarkably well your products and services will fulfill an industry niche. But wait! Before you jump into all the technical specs of how many bits, bytes, downhole drill meters or parts per million, remember the golden rule of all writing: keep it simple. (more…)

By Salena Barcenas, Associate Editor, Los Angeles

Writing a press release that is concise, clear and informative can sometimes be a challenge. Toss in numbers and it can be difficult to navigate through percentages, ratios, dollar amounts, profit and loss stats and numerals. Here are some tips to help when including numerous numbers in your release. (more…)

We received amazing feedback on our last Sysomos Industry Insider which took a look at the fast food industry. Our second Sysomos Industry Insider takes a look at the more than one billion smartphones in use around the world. (more…)

By Despina Maris, Associate Editor, Chicago

It’s really important to think about how your press release will appear months and years after its distribution. You want to continue to appear professional to your clients when your news is no longer fresh, but also to other companies who read the old releases that live forever on the web. Here are some topics to think about when writing your press release: (more…)

By Anita Saidi, Senior Editor, Los Angeles

As hard financial times put a strain on many small- to medium-sized businesses, the publicity budgets seem to get smaller and smaller. So how does a small company get the most ‘bang for their buck?’ The answer to this question is not necessarily simple, but there are tools that can be utilized to stamp a company’s Social Media footprint on consumers, without the need for a huge advertising budget. (more…)

The Cross Cultural Study of Leadership in Public Relations and Communication Management was released recently and it was found that the two biggest issues in the field are digital networks and generational divides.

It was conducted by the Plank Center for Leadership in Public Relations at The University of Alabama, who surveyed more than 4,500 global PR professionals. Here’s what they found:

PR professionals under the age of 36 ranked issues like “improving professional image and measurement of communication effectiveness much higher than older professionals. Younger and lower-level survey participants also ranked issues of social responsibility, transparency and diverse cultures higher than top leaders.” (more…)

By Ryo Tanaka, Associate Editor, LA office

Good blog posts and press releases can generate considerable web traffic from your target audience but have you wondered what the best medium might be when it comes to making that big announcement for your company? Here are some key differences between blog posts and press releases that can help you determine the most effective way to disperse your news. (more…)

By Ryan LeClaire

Your press release is not an ad. Don’t write it like one.

You’re probably guilty of doing this. If so, don’t feel bad. Most people try to write a news release, but end up writing an ad with a dateline. Thousands of them hit the wire every day. Most of them are promptly ignored by newsrooms, writers and social influencers who can see right through them. (more…)

By Jenalee Savage

What good is a press release if no one reads it? In order to make your release a reader’s dream come true (and perhaps an editor’s as well), there are a few approaches and design/layout elements that you should be taking advantage of. What if you just…

• Write a brief, but catchy, headline
• Use a few bullet points
• Utilize bolding, italics and underlines
• Cough up some quotes

Let me elaborate on the above recommendations.

(more…)

By Gail McInnes

Before social media took over traditional media, many brands participated in product seeding, where groups of individuals in targeted demographics were paid to test out products and casually mention it in conversations. These were the original professional influencers – hired guerrilla marketers who were apt in the art of subtlety. (more…)

By Deborah Baum, Senior Editor

Journalists are well aware of the Man Bites Dog[1] phenomenon in public relations and journalistic writing. No one reports that all things are flowing smoothly and going as planned; all news is news because it is unusual and interesting. Just be careful — this technique tends to put journalists on their guard. It’s fine to report the news in an arresting manner, but be aware that the more inflammatory the copy, the more care your company will need to take in order to keep the reader at ease with the information. Using too much bait-and-switch verbiage will easily become confusing and repulse interest in your news.

Here are a few tips to eliminate confusing text and help keep the focus of a press release on the news announcement: (more…)

By Natalie Leal

Chances are you’re well-versed in the industry you’re writing about. But there is a possibility your readers will be scratching their heads after they read your in-depth description of virtual desktop infrastructure, Software-as-a-Service, or dynamic random access memory. And if they feel like they’re reading another language, and it drags on, they may tune out. Consider learning about the importance of brevity in a press release, if keeping readers is important to you. It won’t take long, I promise! (more…)

By Lauren Barlow, Associate Editor

“You don’t get a second chance at a first impression.” This statement holds true in many regards, including when writing a press release. The first paragraph of your release will either grab the reader’s attention, or make them lose interest and move on. Pull them in to keep reading by including the most pertinent and interesting facts up front.

The following tips will help make your first paragraph memorable, informative, and most importantly, make your audience keep reading:

(more…)