The social media news desk: The big earned media opportunity your PR is missing

Traditional public relations isn’t working anymore. Fewer Americans rely on TV news, while nearly half of all U.S. adults get their news from Facebook, according to surveys conducted by Pew Research Center. PR professionals must adapt to the ever-changing social and digital age. Here’s the opportunity most PR pros and their PR agencies are missing: the social media news desk.

Send your news, especially news that didn't receive coverage, to the social media desk. Many news outlets have a social media or digital desk, and they’re always looking for great content to publish on shared media channels. They may need more stories and more content – and at different times – than the normal newsroom contacts. Turn your client’s news pitch or news release into shared and owned media content to pitch the social media news desk.

We recommend using LinkedIn to find these contacts, since social media editors, coordinators, and content managers of news outlets won’t likely appear in a traditional media database. Type the outlet’s name and “social media” or “digital,” and you’ll find additional contacts to pitch your client’s story.

Make it very easy for digital news desks to take the content you created and publish it directly to their social media networks. Make sure your pitch includes the following:

The content you’d like published, including edited copy
Additional information about your client
Your client’s social media handles (for tagging!)

(For more information, read Fewer Americans rely on TV news; what type they watch varies by who they are and News Use Across Social Media Platforms 2017.)

PR professionals wear many hats. We’re client advocates, content creators, and storytellers (as well as many, many other things). At Axia Public Relations, we take client stories, create something newsworthy, and share it through earned, shared, and owned media. We found that client stories are best told on all three of the different media channels. Interested in our approach? Reach out to learn more! We’d love to hear from you.

Becca McClure is a passionate public relations professional who works on various client social media accounts and public relations campaigns. Clients love her infectious positive attitude and her strong work ethic. Becca joined the Axia Public Relations team in February 2016. Learn more about Becca McClure.