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Monday, 21 May 2012 Patrick Stella, US Media Relations
Social Media Relations
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Who We Are
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Who We Are in the US
• One of the world’s largest
investor-owned utilities
• Capital Invested
35% US, 65% UK
• 28,000 employees
63% US; 37% UK
• Approximately 19 million
industrial, commercial and
domestic customers
• Currently own over 4,000MW
of generation
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Who We Are in the UK
• Electricity Transmission
System in England and Wales
• Gas transmission system in
Great Britian
• French Interconnector
• LNG Storage
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The Brave New World
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Marketing vs. Media Relations
Social Web has been mined for marketing
opportunities for several years.
How can Social Web be used from a strictly
Media Relations perspective?
Social Web is about connection.
Media Relations is about connection.
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Journalism 2012
The Rise and Fall of TV Journalism
The Paradigm Shift in Journalism
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Why Social Media matters …
1. It’s where things happen first
2. Linking to articles, distributing content
3. As a search engine, it rivals Google
4. Self-promotion, contacts that move with you
5. Building traffic for new blog, new beat
6. Cultivating sources
7. Real-time news .. right here, right now …
8. Creating community .. power in the network
9. Diversity .. opens up your source base
Twitter … and
Facebook…
and LinkedIn…
and Flickr….
and Tumblr…
and Blogger…
and YouTube…
and WordPress…
and Foursquare…
and Google
Reader…
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What are Journalists Doing on Social Media?
Finding and cultivating sources.
Following news and events in real time.
Discovering story ideas.
Sharing scoops and useful information.
Promoting their work and themselves.
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Listening
Social Media is the new tool for journalism for finding stories, sources and more.
Right from the present day TV reporter at WSAV, Savannah, GA
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The Groundswell
Listening
Talking
Energizing
Supporting
Embracing
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Community… power of the network
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Listening
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Listening
Listen to what your
contacts are working on, the
questions they are asking
your customers and how you
can add value, or how you
can answer questions before
they become stories.
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Talking
Your reporters are out
there looking for stories,
connecting with your
customers. Know what they
are looking for and know
what your customers are
saying!
Where appropriate, talk
back and answer customers
before the reporters do!
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Energizing
Energizing
Proactive Tweets and Facebook posts to current news releases,
positive stories you have worked on that were broadcast or written
Marketing Initiatives
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Supporting
Sign up!
Google +
Digg
Respond – Reactive and Proactive
Pitch
Re-Tweet and post your contacts stories (utility related or not)
Comment on your contacts posts, Tweets, etc.
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Embracing
Reporters see these Tweets, so why not
reply when you can or address them
before they become a story?
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“Instead of meeting for a cup of coffee,
I shoot the breeze with some PR folks/sources on Twitter.”
Embracing
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Patrick.stella@us.ngrid.com
@stellapds on Twitter
Patrick Stella on Facebook
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