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"The Social PR Guide Series is supported by Mynewsdesk. Our online newsroom makes it easier to exchange news with key influencers, reach top of search engines and automatically update your social media channels.\nTwitter is an invaluable resource for the public relations industry. Whether your goal is to connect with reporters, improve crisis communication, find your next job, bolster professional development or offer a glimpse of a company\u2019s inner workings -\u2013 140 characters can go a long way. Just look at the following examples, highlighting five rich opportunities for PR pros on Twitter. \nConnect with Reporters\nA survey conducted in the fall of 2009 found that more than half of all journalists turn to sites like Twitter for story research. (Keep in mind, 2009 is ages ago in social media time, so this number is likely to be significantly higher in 2011.) How can PR pros use Twitter to connect with journalists? For starters:\n\nUpdate your media lists with Twitter handles.\nCreate private Twitter lists for each industry or client you\u2019re working on to better monitor reporters\u2019 tweets. Don\u2019t forget to include relevant freelancers.\nMonitor tweets from journalists and bloggers who frequently post when they\u2019re looking for a source.\nFollow @ProfNet and @HelpaReporter. Both accounts share urgent source queries from reporters.\n\nAs Sarah Evans experienced, Twitter offers a direct line to mainstream media and can help secure major coverage. \u201CLast year a minor earthquake hit Chicago around 4 a.m. To verify what I felt, I tweeted to see if others had the same experience,\u201D Evans says. \u201CIn addition to publicly tweeting and direct messaging national news producers, I posted my story at CNN iReport. These relatively simple actions resulted in New York Times and CNN coverage \u2014 all before 9 a.m.\u201D\nStrengthen Crisis Communication\nThere\u2019s an old adage about crisis communication: \u201CIf you\u2019re not quick, you\u2019re not relevant.\u201D PR pros need to understand how to manage a crisis in 140-character bursts of information. That means updating frequently, monitoring search terms and key words, being responsive (without feeding the trolls), dispelling misconceptions and communicating the facts. In some situations, it may also mean providing a call to action to activate your network. Just ask the Chicago Red Cross.\nWhile the Twitterverse is likely very familiar with the American Red Cross\u2019s accidental \u201C#gettngslizzerd\u201D tweet  and subsequently well-received response, you may be less familiar with the Chicago Red Cross\u2019 use of Twitter during the blizzard this past February. During the blizzard, the Chicago Red Cross monitored relevant hashtags, used Twitter to disseminate weather and safety updates, and even connected volunteers with stranded motorists. Instead of solely relying on traditional media to convey updates, the Red Cross acted like a news outlet, providing very timely and important messages during a challenging situation.\nFind Your Next Job\n\n\n\n\nAs the economy shows signs of rebounding, communication budgets are starting to free up across the country. The result? Companies and agencies are looking to grow their PR departments. That\u2019s why Arik Hanson and Valerie Simon created Help a PR Pro Out. HAPPO began as a live, virtual networking event and job fair, and it has evolved into an ongoing resource connecting job seekers with employment opportunities. According to Simon, the #HAPPO hashtag averages more than 100 tweets a day.  \nLeverage Real-Time Professional Development\nYou can thank the public relations industry for \u201Cbirthing\u201D Twitter industry chats. Actually, Evans is credited with launching this category of Twitter events. In 2008, she founded #journchat, a weekly conversation between journalists, PR pros and bloggers. Since then, dozens of PR-focused chats have emerged \u2014 whatever your area of focus or interest, there\u2019s a chat for you. Think of Twitter chats as portable, affordable professional development opportunities that enable you to network with peers across the country and learn about trends, new tools, best practices and how they\u2019ve overcome challenges you may be facing. In addition to #journchat, check out these active, educational PR-focused chats: \n\n#u30pro \u2013- moderated by Lauren Fernandez, David Spinks and Scott Hale, Thursdays 8-9 p.m. EST. Discussion is open to all ages but focuses on issues facing young professionals.\n#SoloPR -\u2013 moderated by Kellye Crane, Wednesdays from 1-2 p.m. EST. Topics focus on issues unique to independent PR consultants.\n#measurePR -\u2013 moderated by Shonali Burke, every other Tuesday from noon-1 p.m. EST. Discussions center on effective ways to measure the value of public relations and social media.\n#pr20chat \u2014 moderated by Heather Whaling (the author of this post) and Justin Goldsborough, Tuesdays, 8-9 p.m. EST. Discussion focuses on PR 2.0 \u2013- PR and social media trends, best practices and what\u2019s next.  \n\nCrowdsource Research &amp; Solve Problems\n\n\n\n\nWhat\u2019s a PR person to do when a client ask a question that he or she can\u2019t answer? Ask Twitter. Looking for a statistic\u2019s original source? Twitter can help. Need a product or service recommendation? Twitter to the rescue. By developing a network of trusted colleagues, PR pros have access to a community more than willing to share its experiences and knowledge. Justin Goldsborough, digital strategist at Fleishman-Hillard Kansas City, has turned to Twitter on multiple occasions for this kind of help. For example, one of his clients was searching for a less-expensive social media measurement tool. Goldsborough asked his Twitter network for recommendations. The result? \u201CWe found a new platform that gave us the information we wanted for a much cheaper price. We still use it today,\u201D he says. \nOffer a Behind-the-Scenes Glimpse\n\n\n\n\nPR pros often have front-row seats to exciting developments, news and discussions \u2013- exactly the type of details that can make a brand seem more personable. Use Twitter to share some of these experiences with your followers to strengthen your own network and help \u201Chumanize\u201D the brand you represent (whether that\u2019s a client or your employer). The DKNY Twitter account is one example of how to do this well.\nA member of the Donna Karan International PR team runs the account, sharing fashion commentary, PR shop talk, life in New York City and Donna Karan details. \u201CWhen we decided to start on Twitter, we wanted it to be very transparent. This was not someone speaking as the \u2018voice\u2019 of the brand. This was not someone speaking as Donna Karan. Our Twitter is very uniquely my view as a PR person at Donna Karan International,\u201D explains \"DKNY PR Girl,\" who tweets anonymously and requested anonymity for this interview. DKNY followers receive a sneak peek into the life of a fashion publicist while also gaining behind-the-scenes access to the fashion company.\nWhat other ways have you seen PR pros use Twitter effectively? Share examples and suggestions in the comments.\nSeries Supported by MyNewsDesk\n\n\n\n\nMynewsdesk\u2019s social media newsrooms makes it easier to exchange news and multimedia content with key influencers, reach the top of search engines and automatically update your social media outlets and homepage. Learn more.\n\nMore Social Media Resources from Mashable:\n- The Pros and Cons Of Tumblr For Small Business- 4 Innovative Ways to Use Web Video for Small Business- 10 Online Strategies for Your Next Product Launch- What to Look For When Hiring a Community Manager- 8 Ways Entrepreneurs Can Get More Out of Twitter"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2011/04/14/pr-pro-twitter-guide/>