An editor’s advice for pitching via social media

A decade ago, media professionals couldn’t have imagined the impact social media would have on the news cycle today.

In addition to being a real-time conduit for breaking news and trending topics, social networking tools provide valuable insights for PR reps who want to know more about a reporter and what types of stories he or she covers.

Social media offers a unique opportunity to reach journalists through Twitter and LinkedIn—sites they probably check more often than their inbox. Sure, you can pitch someone via a tweet, direct message or blog comment, but that doesn’t mean you always should.

There’s an art to connecting with journalists on social media: Do it well, and you’ll start a memorable conversation about your story idea. Do it poorly, and you risk not only stepping far beyond the boundaries of a professional relationship, but also ending up on a journalist’s or an entire publication’s blacklist.

Here are a few basic guidelines for pitching and engaging with reporters on social media channels:

Consider the nature of the network.

Every social media site is different and has its own set of unspoken rules and guidelines for using it.