Gillian Shaw Explores How Social Media Has Changed the Newsroom

To kick off the CPRS Vancouver Speaker Series this year, Vancouver Sun writer Gillian Shaw shared her thoughts on how PR practitioners can connect with reporters through social media.

It is clear there has been a shift in journalism with major changes in the way we receive news. As Gillian pointed out, it used to be that a journalist had one or two deadlines in their workday. Now, deadlines have increased and are constantly changing. Social media tools and news sharing on the Internet has changed a once one-way conversation into a more collaborative, interactive and timely two-way dialogue.

With new gadgets like the iPhone, journalists now have the ability to capture video and photos rather than requiring a cameraman to accompany them. Moreover, they are able to upload their stories directly to the web. Referred to as “backpack journalism,” this all-in-one approach has become a common form of reporting. So how do these changes affect the way PR people communicate with journalists?

In her talk, Gillian shared recent statistics that illustrate the growth of social media use within the field of journalism:

• 97% of journalists regularly use social media
• 89% say they read blogs for story research
• 65% use LinkedIn or Facebook

With the recent 10 year anniversary of September 11^th, Gillian compared the difference in the way news was disseminated a decade ago versus today. In 2001, people flocked to their television sets and radios to find out more. Most people didn’t have cell phones equipped with the technology to photograph and record the breaking events. In contrast, social media was the first place people turned to when Japan was hit by a massive earthquake in March 2011, and when the shootings in Norway began in July 2011.
 

For journalists, social media platforms are a great mechanism for curating content. Gillian stressed that blogs are an important resource for journalists, as many look to them to find sources and facts for an upcoming story.  Reporters also turn to Twitter, Google+ and other social networking sites to find information for their stories. Watching what a journalist is talking about online is one way to find out what a reporter is working on. Besides following journalists on Twitter or elsewhere, how else can you contact media through social media?
 

While there is no one-size-fits-all approach for engaging with journalists, Gillian shared a few key tips:

• Remember that journalists want a story that means something – pitch for your community, not your client.
• News releases often get published as they are. Throw away the techno-speak and write your news release as a story.
• Keep email subject lines brief. If your subject line is longer than what fits on the screen, there is a good chance your email won’t be read.
• Make it as easy as possible for the journalist to find your content. Use social media news release sites like PitchEngineto share your news release, videos, photos and links.
• Don’t stick to a single digital channel, as you may be missing out on a new group of people interested in what you have to share.
• Social networking is about building community and starting a dialogue. Don’t abuse social media sites for advertising, because people will stop listening to you.
• Always remember to follow up! On a slow day, Gillian might receive more than 100 emails in a 24 hour period. Don’t be afraid to use other methods to contact her – for example, a direct message on Twitter. Not sure how the journalist or blogger wants to be contacted? Just ask.

To see clips from Gillian’s presentation, please visit the CPRS Facebook page: www.facebook.com/CPRSVancouver

Krystle Sivorot is a digital media community manager with marketing experience in a variety of industries. She has a BBA in marketing from UBC Okanagan and was part of the Students in Free Enterprise, an international volunteer program that develops community-based outreach projects.