Community Managers wear many hats and are often asked to step into unfamiliar roles. Such is the case for, Judi Huck, community consultant and trainer, and member of TheCR Network. Instead of being daunted by the task at hand, she has taken the time to learn more about her new role in Public Relations and offers tactical advice to our network of community practitioners.
This post is inspired by an earlier one from Rachel Happe on What Community Managers Can Learn from Each Other.
The many hats that community managers have to wear can be both a blessing and a curse. One of the things that I love about having a diverse set of responsibilities is the opportunity to learn new things. In the past three years, I’ve sort of become a Jill of All Trades. The latest trade, if you will, has been public relations. Below are some tips from informational interviews with PR professionals, as well as my own personal research. Regardless of where you are in your role as community manager, I hope this information can be of use.
Influencing bloggers and their audience
For blogger outreach in particular, offer value to the blogger and their readers. Present a call for coverage, and give rewards to outstanding participants. Incentives are key says MeganConley of 360i
Getting coverage from traditional media
For reporters, it’s the story itself that matters. Engagement via social media is secondary. You have to pitch stories that make sense for the publication, building a rapport with RTs and thoughtful comments won’t put you anymore in their favor. Be a resource first advises Kayla Zerby of Morris & King
Consider joining an association, like the PRSA (Public Relations Society of America). Follow the news, both in general and for your industry niche suggests Trace Cohen of Launch.it
Drafting the Perfect Pitch
In terms of how to position yourself in media relations, I came across the following best practices:
- Pitch to the right reporter, make sure s/he covers your “beat” (in PR speak that means topic).
- Use the reporter’s name, generic outreach is statistically less effective.
- Create an effective subject line, put your email campaign experience to work!
- Present a good lead or hook. One way is to immediately convey your area of expertise, for instance – “As the Yelp community manager in Austin for the past seven years, I have firsthand knowledge of…”
- Show how your product or service provides something unique. Reporters are always on the look out for the latest and greatest new thing.
- Demonstrate audience fit and the appropriateness of your story for the site’s target demographic. For the media outlet, it always boils down to the bottom line.
- Highlight success(es), via testimonials etc.
- Include writing credentials, if applicable.
- Above all, keep it short. Craft a pitch no longer than two paragraphs, it shows how you value their time.
Building Your Media Relations Toolkit
For me, PR is an ongoing process and learning experience. I’m testing the following apps: Muck Rack and Help a Reporter Out. Additionally, Stacey Yacevero, a social media manager and go-to source on the subject, has me reading the following books on PR.
What is your PR advice for community managers wearing that hat? What other disciplines can and should community managers study/learn from?
———————————————————————————————————————–
TheCR Focus is a monthly report subscription full of ideas and insights for community and social business professionals and stakeholders. It’s perfect for busy community leaders and people interested in staying on top of what’s happening in community management. TheCR Focus is designed to keep subscribers in tune with the tools, tricks and topics we’re talking about in TheCR Network.
