The social media movement has created new tools for PR people to use to improve and enhance your relationships with reporters. Facebook Chat, which started out as a poor man’s instant messaging function available for all Facebook account holders, is one such tool.
When Facebook Chat was first introduced, it suffered from some fits and starts. Chat sessions were often cut off abruptly or the service was sometimes unavailable. Facebook, however, has improved the service and it now serves as an excellent communications tool for FB account holders to exchange instant messages. For PR people, this means that relationships we have developed with reporters, either in the real world, or via Facebook, can be augmented using FB Chat. I have used FB chat on a number of occasions to send quick messages to reporters and in some cases, pitch reporters I have a relationships with. How do you use FB chat to interact with reporters? I recommend these steps:
1) I don’t recommend you use FB chat to establish new relationships with reporters. Some journalists may show up online in your chat box but may not be interested in using it to communicate.
2) Do use FB chat in place of phone call follow ups—the IM window allows you to copy and paste in links to your original news release or website blog.
3) Don’t overuse it.
4) Avoid using chat for personal use. Just like you wouldn’t call up a reporter and yammer away about your weekend, you shouldn’t use chat that way either.
Give it a try the next time you see a reporter online and you have a meaningful story to discuss or pitch.
