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Category Archives: Facebook

Tag Archives: Facebook


Coming Soon to Your Facebook News Feed: More Friends and Family

Last week, Facebook made yet another announcement about changing its algorithm policies. But this time, you’ll be seeing more weddings, babies, engagements and all the recipes your aunt is trying this summer, in your news feed.

With this latest update, Facebook will now show you fewer stories from publishers in your news feed and more updates from your family and friends. Which made a lot of people scratch their heads mostly because Facebook had been heavily courting publishers of all sizes, asking them to depend more and more on the social media king to expand their audiences.

In the past year, Facebook welcomed publishers and outlets like BuzzFeed, CNN and the New York Times who all created content specially for Facebook. Facebook Instant Articles became a mainstream distribution channel for many publishers and, more recently, Facebook Live has surged as a streaming platform for publishers’ live content. But now, with the recent change, those very same pieces of content will have far less eyeballs.

While I can see why Facebook is going this route (Facebook really originated as a way to connect and stay in touch with your family and friends), I’m also a little shocked. For many like myself, Facebook is often where we read and then share news stories. And we’re not alone – some 44 percent of adults in the United States regularly read news content on the site, according to a 2016 study by the Pew Research Center. And more than 40 percent of referral traffic to news sites comes from Facebook, according to data from, a digital publishing analytics company.

So you’re probably wondering, what are publishers going to do? No doubt they’ll have to change their social media strategies when it comes to Facebook and get more strategic with engagement. Publishers will need to be sure that their content is authentic and perfectly tailored to their audiences in hopes of driving greater organic reach. So you’ll still likely see all those articles your Aunt Mary shares about her preferred political party (sorry about that). Publishers – not to mention brands and content marketers – will also have to do some serious listening to learn where their customers are, what they’re saying and what interests them. Which is probably best in the long run but will take more time to create those niche audiences. And to successfully reach them will undoubtedly also require more paid media strategies.

It will be interesting to see how this plays out over the next few months. How will publishers get creative to connect with their large audiences? Will we be longing for more “news” in our news feeds? What I can guarantee is that you will be seeing many more photos from your cousin’s 4th of July party and lots of pictures like the one at the top of this post.

Read more from Kristen Zemeitus

Best Practices for Videos on Facebook

Video continues to be an important part of a marketer’s playbook, as mobile video creation and consumption continues to rise. If you’re not creating and publishing video on Facebook, you’re missing out on reaching customers with your message.

While YouTube has long been the social network of choice for video content, Facebook’s renewed emphasis on video make it ripe for opportunity. According to a study by Quintly, Facebook videos have 4x higher engagement than YouTube videos, and Facebook reports that 100 million hours of video are watched every day on the social network.

Despite Facebook’s growth as a video discovery platform, brands are often only reposting the videos they’ve already created for their website or YouTube channels – instead of creating content with their Facebook fans in mind. Facebook users consume video content differently and brands need to create videos based on their habits.

Below you’ll find a short list of best practices for videos on Facebook so you can worry less about the mechanics of the video and more about what story you’re going to tell.

– 30 – 60 seconds in length is ideal – though great content can be longer if compelling enough.

– Decipherable without sound. Incorporate closed captioning or have a text overlay of key moments in the video so viewers can understand the video without a voice walking them through what they’re seeing.

– Make it for mobile. When you do use text overlays, make sure they are big enough to be seen on a mobile screen.

– Use an Impactful thumbnail to connect with audiences in the News Feed before the video starts to play. You can upload this separately from when you upload the video – it doesn’t have to be the first screen of your video.

– Avoid intros. Get right into the story. You need to catch your audience quickly to make sure they want to keep watching.

– Avoid talking heads, if possible. Most viewers don’t want to only see talking heads for the duration of a video. While it can be great to humanize a brand, the video needs to also be visually interesting.

– Upload natively. Don’t even think about posting the YouTube link on Facebook. While it’s fine to upload a video on both YouTube and on Facebook, you should upload the file to each platform.

– Consider making the video a Featured Video on your Page, or adding it to a specific playlist to make it easy to find.

– Promote the video using paid media on Facebook, driving additional video views.

See an example of a video with these best practices in mind on our Facebook page where our CEO Beth Monaghan talks to her daughter Izzy about being a female leader.

Read more from Sarah Mitus

Like It or Not: Facebook is Our Main Source of News

This just in: More people are using social media as a news source than ever before. Last week the Pew Research Center released the findings from a study about social media usage in the United States. This study is an update from a previous study from 2013.

Here are some of the main findings:

  • Overall, 62 percent of adults in the U.S. get their news on social media.
  • With 70 percent of its users turning to Reddit as a news source, this is the social media platform with the highest percentage of users that go to it to get news. To compare Facebook sits at 66 percent in this same metric.
  • That said, however, Facebook is still the largest social media site, reaching 67 percent of U.S. adults. The share of users who turn to Facebook for news is a whopping 44 percent of the entire adult U.S. population. That’s a lot of people getting their news from one source.
  • Compared with Pew’s 2013 report, news consumption is up significantly among Reddit, Facebook and Twitter. Reddit’s numbers climbed eight percentage points to 70 percent, and Twitter’s numbers rose seven percentage points. However, Facebook outpaced every other social media site in this metric by gaining nearly 20 percentage points over the past three years, reaching 66 percent.

So what does this mean?

First, these results further validate Facebook’s move into becoming a publisher in its own right through its recent widespread launch of Instant Articles. It also explains why, with 44 percent of the adult population turning to it for news, some people are nervous about what that could mean for the state of journalism and for impartial reporting. It will be interesting to see how these things shake out in the coming months and years, and how journalism will continue to evolve.

Additionally, it also means that if you’ve been ignoring social media as a news source or if you have been hesitant to use paid opportunities in social and amplification, you’re probably missing out on a lot of potential engagement for your stories. You may not be aware that Facebook has an algorithm that caps the number of people that see your story organically. So, to get more engagement and viewership for your stories, you may need to use paid amplification services.

Social media isn’t going away any time soon — especially as a source of news. So it’s more important than ever to pay attention to the approaches these platforms take in acting as a news source.

Read more from Laura Thomas

Four Ways Michelle Obama Rules Social Media: And How You Can, Too

15 million Facebook likes. 4.3 million Instagram followers. 4.17 Twitter followers. 470,000 Vine followers. Since she took her place in the White House in 2009, our First Lady, Michelle Obama, has had quite the powerful social media presence, to say the least. Through her thousands of posts, tweets and status updates, the FLOTUS has been crafting messages that appeal to a variety of audiences. Want to become a social media maven like our First Lady? Here are a few tips to keep in mind when managing your social media platforms:

Be authentic: Even though she is always in the spotlight, the FLOTUS keeps her messages realistic so her followers can easily relate. In honor of her “Let’s Move!” campaign to end childhood obesity, Jimmy Fallon and the First Lady filmed the Evolution Of Mom Dancing, which went viral almost immediately after being uploaded to YouTube. This fun, genuine performance allowed viewers to see a silly side of Mrs. Obama (“mom” dancing on Late Night With Jimmy Fallon seems pretty laid back to me) that the public wouldn’t normally expect from a First Lady. Keeping your posts, tweets and photos authentic will help build better relationships with your (or a brand’s) followers, both on and offline. Give your audiences something real and relatable to hold on to and they’ll keep coming back.

Keep your content timely: Back in the fall of 2014, while everyone was singing along to DJ Snake/Lil Jon’s chart topping “Turn Down For What”, the FLOTUS grabbed hold of the musical phenomenon and created the “Turnip for What” vine. This seven second video once again turned the media’s attention to her “Let’s Move!” campaign to raise awareness about healthy eating. The First Lady acknowledged the popularity of the hit rap song and developed her Vine while the song was still relevant. It may sound obvious, but keeping current trends and timely topics in mind when drafting social media posts is essential. Grab hold of something big happening in the news that may be relevant to your brand – even just a trending hashtag – and tie it back to your own story.

Stay accessible: In a recent interview with The Verge, Michelle Obama stated: “We know we have to meet young people where they are — they’re not watching the nightly news, they’re not watching the Sunday morning shows, and they’re not reading the newspapers. They’re on their phones.” The FLOTUS pays attention to what interests her audience, where she can access them and where they can access her. Be aware of this shift to digital communication while crafting your social posts. Making your message as accessible as possible to all audiences will help build a following and better brand awareness.

Be powerful: One of the more influential social media movements the First Lady started was the Let Girls Learn campaign to help the 62 million girls around the world who are not in school – many of whom are adolescent – go to school and stay in school. With the help of The President, Michelle Obama brought this powerful campaign into the spotlight and used the hashtag, #62MillionGirls, to keep the movement trending. As the FLOTUS did, make sure your message stands out to get noticed. Stay provocative and creative with your content to capture attention and push out a great story.

So there you have it – follow these tips and you may just wind up being a social media guru like Michelle Obama!

Read more from Skye McIvor

Facebook Introduces Chatbots: What Does it Mean for PR?

Last week, Mark Zuckerberg announced the future for Facebook at the F8 developer conference. A bulk of the conference focused on new capabilities that will open up to developers, and perhaps the most exciting and buzzed about are chatbots.

For those outside the developer world, the first thoughts upon hearing the news was: what is a chatbot? Then: what does this mean?

Bots are software programs that use artificial intelligence to respond to questions and function in almost-human way – and Facebook is banking on them to increase developer and business activity within the social network in a major way. The ability to develop chatbots means businesses – including publishers – will be able to interact with Facebook Messenger’s 900 million users one-on-one. 

While a big focus during the F8 conference was the implications of bots for ecommerce, it’s worth noting that publishers’ ability to develop and deploy chatbots could potentially have a significant impact on the way we receive news. Over the past year, we’ve been introduced to Apple News and Facebook Instant Articles – new, fast and convenient ways to consume the news that matters to readers who prefer to find news "in the stream", rather than going to the source’s website. Chatbots represent a new approach of delivering the news that’s most of interest to individual readers.

At the conference, Zuck demonstrated how CNN’s bot for messenger would work:

Users can rotate through stories and have options to react – “read story,” “get a summary,” or “ask CNN.” Over time, the CNN bot will learn from each user’s behavior and personalize the stories they see. Other publishers that have introduced chatbots or are planning to include the Wall Street JournalBusiness Insider and Mic.

So, what do chatbots mean for public relations? The impacts are two-fold.

Organizations considering developing chatbots should understand the risks that come with it. As with any new technology, most are apprehensive about trusting bots. Since Messenger bots will have the ability to interact with millions of users at scale, one mistake could negatively impact a brand’s public image. Brian Blau, an analyst with Gartner said in an interview with ComputerWorld that he believes businesses will eventually trust the technology, but there will be “measured adoption.” 

“They’re a powerful tool but they’re also a big risk," said Blau. "A.I. can be a very powerful technology. Businesses are going to have to understand how to harness that power. There are reasons to be worried about it. Because we’re giving chatbots the power to act on our behalf, they’re taking on greater importance."

The introduction of chatbots further reinforces the importance of providing journalists with the news that matters most to their audiences. As we continue to move more toward getting our news in-stream, chatbots represent another opportunity for innovative PR pros to insert content into the news cycle – whether that be through the rapid response of breaking news, or sharing their own take on a trending topic through an opinion piece or byline.

Read more from Stephanie Olesen

Publishers Flock to Messaging Apps (What It Means for PR)

Like PR professionals, publishers are constantly looking at the trends, wondering what’s next and how they can better reach their target audiences. Publishers need to look at where their readers are digesting news and, with the growing, ever changing landscape of social media and mobile, it may be hard to keep up sometimes.

At the end of 2015, it was reported that 2.1 billion people use a messaging app, according to Portio Research. The rise of messaging apps – WhatsApp, Kik, Viber, Facebook Messenger to note a few – present a new way to get in front of readers – 2.1 billion of them. For publishers, the challenge is how to crack into this huge untapped channel that’s often seen as secretive and private (for example, Kik is an anonymous messaging app).

Messaging apps are different than social media platforms: there’s no news feed so there’s no central, obvious place to push content to users. So publishers have had to get creative. Take, for example, the Washington Post which has used Kik’s Promoted Chats to attract readers through quizzes and game-like experiences hoping that its light-hearted content would drive brand awareness among Kik’s younger user base.

The BBC News, on the other hand, largely uses Facebook-owned WhatsApp for user-generated content and information gathering. For example, during the 2015 earthquake in Nepal, BBC News used its WhatsApp account to gather reader photos, videos, and first-hand accounts that it later repurposed on its live news blog.

Another example is The Huffington Post which just joined Viber’s Public Chats — a feature that allows publishers to publicly share real-time conversations between their journalists — in an attempt to reach the messaging app’s over 250 million monthly active users (MAUs) that are located in Russia, India, and the Middle East. The Huffington Post claims that it now has almost 18 thousand followers for its Viber Public Chats.

Messaging apps are growing by the day and users are not only active, but also spend considerable time in these apps. On average, chat apps keep users engaged for over 30 minutes per session, according to a 2015 study commissioned by Kik. And it’s looking really good for publishers on these apps. According to a 2015 MEC survey cited by Digiday, 79 percent of messaging app users claim they are likely to engage with brands during their chat app experience. If they’re interested in brands on the apps, there’s a good chance they’ll be receptive to publishers doing the same.

So what does it mean for PR? We’ve become accustomed to tweaking our messages and content for the social age and weaving messaging apps into our strategies, campaigns and content will be a new frontier for us. Ultimately the challenge is how to take advantage of the opportunity to either influence the content that publishers are sharing or how to insert our own content into the messaging app stream. Another challenge will be measurement figuring out, for example, how to determine the volume of eyeballs our stories and content achieve on, say, WhatsApp and the impact of that “coverage.” Perhaps publishers will add share buttons so users can share stories directly to their favorite messaging apps, or maybe the apps will come up with a measurement method. That’s what’s so exciting about new technologies like these breaking into the mainstream, you never know what’s coming next — and it keeps PR people like us on our toes.

Read more from Kristen Zemeitus

Should Brands Adopt Facebook Live?

Throughout 2015, brands have been jumping on the live-streaming bandwagon – adopting these new apps to give their followers a live look at events, show them how to use a product, or launch a real-time Q&A with a celebrity or spokesperson. My fellow InkHousers have already shared the basics of the top live streaming apps Periscope (which was just named Apple’s App of the Year) and Meerkat, but this month a new player joined the race – one that will undoubtedly place fear in their competitors.

This week Facebook Live, Facebook’s live-streaming platform, started rolling out to all users after being in beta mode with high-profile brands and personalities. It goes without saying that Facebook inherently has a leg up in the live-streaming world – the original social network has 1 billion active users every day, whereas Periscope and Meerkat are still building their user bases, with 10 million and 2 million, respectively. Periscope and Meerkat are still very much the new kids on the social media block and lack brand awareness compared to other visual social networks like Instagram, Snapchat and Vine.

Aside from its massive user base and prominence in the social media landscape, Facebook also provides analytics and advertising capabilities that are still not available on the competing live-streaming services. Meerkat and Periscope users can see how many people join a live stream and engage with them directly, but beyond that, interaction is fairly limited. Facebook’s robust engagement tracking and targeting could make their entry in this space a game changer.

So, does that mean if you’re using Periscope or Meerkat you should jump ship to Facebook? Before you do that, here are some things to consider:

  • Your Facebook followers are probably a lot different than your Meerkat fans. Periscope and Meerkat are definitely built for a younger, hipper generation, who we know are using Facebook less and less. Tune into what your Facebook fans engage with the most (do a deep dive into your Facebook analytics), and tailor your live-streaming efforts to align with their interests.
  • The Twitter-Periscope connection. When Meerkat first launched, it had access to Twitter’s social graph, but soon after Periscope launched, that was revoked. It’s safe to assume that Twitter won’t want to play nice with Facebook Live either, so Periscope will still have the leg up in its connection to your Twitter follower base.
  • Has it moved the needle in your social efforts? If you’ve been using Periscope and Meerkat and have been making new and meaningful connections, and feel a difference in the engagement you’re getting, there’s no reason to leave it for something shiny and new so quickly. It’s wise to wait a beat and see what could happen with Facebook Live, before cutting the cord on your current live-streaming platform.

I’ve already seen some brands on my Facebook feed testing out Live, and in the coming months it will be interesting to see the effect it has on its competitors.

Read more from Stephanie Olesen
3D white people. Latest news concept. Paperboy

Distributed Content: The Evolution of the Paper Route

As a PR person, it’s really important to keep up with the news of the day. In fact, being in the know is equally as important as all other facets of the role, almost on an as-it-happens basis. The truth is, with the frenetic pace of the day, keeping current with speed of breaking news while also being productive is a constant juggling act. As a news junkie, I was thrilled when news outlets took to Facebook and Twitter and began posting links to stories in the places I visit a few times a day anyhow.

This is the new era of news consumption. Gone are the days of the paper boy delivering the news to our door in the wee hours of the morning; instead, mobile has changed the way we consume news, a cycle that is 24/7 – no breaks. There is no such thing as the morning news or the evening news – news follows us via different mediums all day and all night. Twitter and Facebook have led the charge in recent years – according to recent Pew Research, news hounds are getting their fix on either Twitter or Facebook (63 percent respectively) up significantly from 2013 (52 percent/Twitter; 47 percent/Facebook).

Recently news consumption has evolved so it’s delivered to where readers already are, versus having readers come to get the news. It’s a huge shift known as “distributed content” that PR people need to understand.

How are social platforms adapting?

Everyone is getting in on the game, figuring out how best to entice publishers and content producers to get their news “into the stream” and in front of the huge mobile audiences. It all started with Facebook Instant Articles. Then came Apple News, an aggregation of the day’s top stories designed to bring news stories to you; eliminating the need to have to go to a blog or the New York Times or BuzzFeed to get your news. Twitter has taken it to a new level with its launch of Moments, a new feature that allows users to flip through trending news, all nicely edited and aggregated by humans who provide users with a simple way to engage with current events. It’s quick and dirty, not in-depth, and is great for steering readers toward the news they’d like to explore further. Similarly, Facebook’s “Trending” feature gives users a look at what’s happening now – serving up full-length news stories from major sources (think WSJ, NYT, etc.). The best part about Trending is that it’s smart – showing news relative to popularity, geography, and interest. Then came Google AMP, designed to dramatically improve the performance of the mobile Web to deliver rich content instantly regardless of device.

For Millennials who think Facebook and Twitter are for their parents (I beg to differ…), super popular Snapchat has been in on this action for some time now, too. Snapchat’s Discover offers Stories, just like our personal Snaps – but sponsored by major news outlets and delivered in brief editorial packages. Short and sweet. Just like our attention spans.

As the “on-demand” generation, this is about as on-demand as it gets.

Publishers get on board

The major shift taking place is that many major media outlets are no longer publishing exclusively to their own properties (which is crazy if you think about it). The Washington Post, Business Insider and The Huffington Post all publish to Facebook Instant Articles. CNN, Vox Media, TIME and Wired were among the first wave of publishers on Apple News, while U.S. News, New York Times and Buzzfeed got on board with Google AMP.

The proverbial paperboy is still delivering to your doorstep – only the doorstep is your computer or mobile device or tablet. And even then, the news is following you, not the other way around. Clearly this means media outlets have had to adapt the way they publish (and monetize) news if they want to remain competitive and relevant.

So what does this mean for PR? Smart PR people understand that securing media coverage with publications who are distributing their content into this new stream is the way to get vast amounts of more eyeballs on their stories. In parallel, there are also clever ways to feed our owned content into the stream via Apple News and LinkedIn Pulse.

Is this the end of conventional media output as we know it? Not quite. Publishers still have to maintain their sites both for readers and advertisers, but the pressure to dive into the evolved media stream is on, and publishers who stay on dry land will definitely be left behind.

And yes, you’ll be able to see this blog post in your LinkedIn feed.

Read more from Jill Rosenthal

Publishing Changing “In An Instant” – Google and Twitter Team Up to Offer Their Own Instant Articles


It seems as though no landscape (with the exception of perhaps the Tien Shan glaciers which are melting at an alarming rate) is changing faster than the media. The latest shift, being pushed out across some of the biggest platforms, is “instant articles.”

Facebook took the first leap back in May, introducing “Instant Articles” as a new way for publishers to push out content quickly and help eliminate the load time (a brutal eight seconds, how impatient are we?) when sharing articles with friends. The move was criticized by some as a way to keep content, and subsequently power, within Facebook’s site and grasp. However, the opportunity to reach a growing number of interested, albeit impatient, readers was enough for publications such as The New York Times and The Atlantic to get on board.

Now Google and Twitter are getting in on the instant game, announcing that they too will be allowing publishers to show “instant articles” to readers who are using their services while on mobile devices. One of the key differences here, however, is that neither Google nor Twitter will be hosting the articles. Unlike Facebook’s approach, the “instant article” that pops up is a “snapshot” of the article hosted on the original publisher’s site. This is of particular importance to those publishers who were not crazy about Facebook being the host to their content, but still want to reach us eager readers who, apparently, possess the attention span of a fruit fly.

But are instant articles the be all and end all of news publishing right now? Nope. Another major media move to watch is by tech’s most glorious fruit, Apple, (a title easily usurped from beans) as they roll out the Apple News App this week. This new app, available with iOS 9, will allow users to read, share and save articles, as well as curate their feeds to include only the news outlets they value.

So what does it all mean? Expect more content, quicker. Speed has long been a key factor in the news industry, and that desire to be the first to publish is certainly extending to how quickly we want to share and consume news. I, for one, welcome our new instant article overlords, even though the eight second delay never really bothered me. Patience is a virtue and I lived through dial-up modems, emerging on the other side a more patient person because of it.

Read more from Lisa Mokaba

Facebook Notes: The Next Publishing Platform?

Man yelling through megaphone

Of all the changes and additions Facebook has instituted thus far in its young history, such as the News Feed layout, profile page layout, cover photo addition and auto-play videos, the sneaky increase in characters may have been the most overlooked.

But as content publishing increasingly looms large on other social platforms, such as LinkedIn and the massive success that Medium has been, Facebook is testing an update to its Notes tool and seemingly transforming it into a Medium-like, long-form publishing platform. What does this mean for all of us self-publishers, from independent bloggers to communications pros and thought leaders across the industry?

1. Facebook is growing up. Late to the game as it may be, Facebook gets credit for finally recognizing the value of long-form posts rather than gimmicky eye-catching headlines created for quick clicks. I won’t go so far as to say the click-bait era is over, but hopefully this contribution can be a major step in the right direction.

2. Reporters, journalists and bloggers have a huge syndication opportunity. It might not be thought of as the immediate, first destination for in-depth pieces the same way that other publishing sites (such as Medium or WordPress) are, but the fact remains: Facebook provides an enormous built-in audience. A quick syndication on a company or author’s Facebook page, with a link back to the original source would be of great help. Writers search out audience segments far and wide, and It might turn out that an enormous audience is sitting right in front of them with eager eyes.

3. Detailed data provides more personalization. Facebook has found success in using highly targeted ads to reach consumers. Users’ likes and link clicks within the site create a good picture of that person, but taking a look at his or her written content offers an entirely new dimension. Tags could easily label topics within a post, and the publishers themselves could possibly get more background on who exactly is reading their stories.

The wide release for the new and improved, blog site-inspired Facebook Notes hasn’t been announced yet, but when it launches it will certainly be worth following. The results could signal a change in Facebook’s direction, as well as further acceleration for the long-form writing trend.

Read more from Kyle Coffee
Police siren

Jump on It: Responding to Breaking News

When all news seems to be “breaking news,” rapid response is a critical tactic for PR and marketing pros. Our expert rapid responder, Lisa Mokaba, recently explained that the best way to handle rapid response is to channel the Fresh Prince and “jump on it.”

If you don’t act immediately, you’ve already missed the opportunity to insert your voice into a short conversation.

News audiences tune in for breaking news updates more frequently and from more devices than ever before. The American Press Institute found 33 percent of Americans read their news throughout the day, and 78 percent use their smartphone to get news.

Further, social media is climbing its way into the top spot as a news source thanks to millennials, as our Beth Monaghan noted in a recent post. Millennials are nearly evenly split between TV (28 percent) and social media (26 percent) as their primary source for news. But the trend is moving away from TV and toward social media. Facebook just announced it will begin directly hosting articles from leading news organizations, including NBC News and The New York Times.

Given this context for how readers are consuming news, we understand that edging into the news cycle requires rapid response. Strategically responding to breaking news, however, demands a balance of thoughtful foresight and planning and immediate action.

You never want to regret hitting send on an email to a reporter containing poorly crafted commentary so it’s important to develop a strong foundation for how your brand and its leadership fit into the ebb and flow of news in the industry.

Take the time to develop a unique perspective about what’s happening within your industry today and where it’s headed. Once the message is well-defined and understood by everyone at the company, your thought leaders can respond to breaking news with timely commentary that adds value to the developing story and reinforces your position in the market.

Here are three additional tips for rapid response:

  • Obvious, but critical – speed: Reporters don’t have time to wait, so neither do you. As soon as a new story breaks and you have insight to add that helps relay this news to readers, get it out there. Reporters will appreciate thoughtful commentary that arrives before they finish filing their pieces.
  • Short soundbites that matter: When you have something unique to say that aligns with the established company principles, frame your thoughts as short soundbites. Whether over the phone or in an email, reporters need quick insights that strengthen their stories, not long-winded paragraphs. Given the time crunch, short and valuable contributions matter most.
  • Establish yourself as a thought leader: If you continue to provide valuable insights about breaking news, you’ll fortify your position as a thought leader in the media. Reporters will come to rely on your expertise, and you’ll reach a wider industry audience through continued dialogue about breaking news events.

Rapid response is a powerful tool to reach the media, but it requires planning to nail the choreography and win the audience.

Read more from Rachael Tucker