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Newsjacking Keeping your YWCA in the Media

Newsjacking Keeping your YWCA in the Media. Sid Balman Managing Director, turner4D sid@turner4D.com @ sidbalman Violet Tsagka VP, turner4D Violet@turner4D.com @ Violet__T. @turner4D. Media | Social | Content | Campaigns | Training. www.turner4D.com. What is Newsjacking?.

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Newsjacking Keeping your YWCA in the Media

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  1. NewsjackingKeeping your YWCA in the Media Sid Balman Managing Director, turner4D sid@turner4D.com @sidbalman Violet Tsagka VP, turner4D Violet@turner4D.com @Violet__T @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  2. What is Newsjacking? A story can hitchhike along with the big story of the day, a tactic known as “newsjacking.” @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  3. Why you should Newsjack: Due to rapid development of communications technologies over the past 20 years, earned Media and Social Media are no longer be regarded as entirely distinct phenomena but rather have become two parts of one piece @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  4. Why you should Newsjack: • For example: Information broadcast on television is today heavily influenced by ideas originating in social media, even as the Facebook and Twitter musings of any individual often feed on stories published in newspapers and other earned media outlets. @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  5. How you should Newsjack: @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  6. How you should Newsjack: • Set up Google Alerts • Create an editorial calendar and check it every day • Create lists and monitor hashtags and influencers on social media on a daily basis • Read about your topic offline and online • Listen to the radio and TV, especially if you are based in a small city, make sure you follow the local news @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  7. Getting a Reporter’s Attention • On a normal day, first thing in the morning is usually the best time to contact a reporter or editor, before the morning story meeting. These discussions set the newsroom agenda for the day, and reporters are assigned based on what editors think they will use. This is the case for so-called 24-hour news outlets, such as CNN or Al Jazeera, which are also subject to timing, scheduling, budgets and advertisers. @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  8. Getting A Reporter’s Attention • The very worst time to attempt a story placement is the afternoon of the last day of the work week, which journalists refer to as the “black hole” because that’s where stories go to die. • When there is a choice, reporters should be approached on midweek mornings. @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  9. Getting A Reporter’s Attention • There is no best way to reach a reporter, and many factors dictate whether to use email, telephone or such social media platforms as Twitter or Facebook. Establishing a relationship with a reporter will give you the best chance of placing a story or commenting on a story when the opportunity arises, regardless of what method of communication is employed. @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  10. Using Social Media to Newsjack: • Social media can also be a powerful tool in newsjacking a story and contacting a reporter • A timely tweet, in particular, may make the difference in scheduling an interview for your organization’s leader or no. @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  11. Using Social Media • Learn to use social media as an intelligence source for what reporters are covering or what they are promoting. • Reaching out on social media can help develop a virtual relationship with a reporter, or influence a story on which he or she is working. @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  12. Example: If a racial justice leader is coming to your community, there will certainly be a reporter covering that beat who would be looking for a local racial justice leader to talk about something related to the visit. Find that reporter, give him or her a few quotes about the visit, and then pivot to your issue, which might be something as mundane as raising funds for a building renovation, especially you do direct service work. Even if the last sentence of a long story about the visit is a quote about the renovation, it will surely reach thousands of readers, and possibly generate some donations. Make sure you use social media to promote the story. @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  13. Have you hijacked stories in the past? • Share with us examples on how you have hijacked stories in the past. • What did it work? • What did not work? @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

  14. Thank you! Sid Balman Managing Director, turner4D sid@turner4D.com @sidbalman Violet Tsagka VP, turner4D Violet@turner4D.com @Violet__T @turner4D Media | Social | Content | Campaigns | Training www.turner4D.com

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