Case Study: the Power of Twitter as a PR Tool
This morning one of my clients, True Emporium, was interviewed for a local television spot. Woo! The story of how the interview came about is a unique one that speaks volumes to the power of Twitter as a PR tool.
Part of the social media marketing/public relations strategy I run for True Emporium involves finding relevant companies to follow on Twitter. Every so often I browse who Twitter suggests to follow and check out their profile, tweets, etc. A few weeks back I found Inside Hook.
This was their Twitter profile: "InsideHook is the essential city daily email for adventurous, discerning men."
Given that True Emporium initially conceptualized their predominant product, the "In a Box" series, for the traveling bachelor, so to say, Inside Hook seemed like an ideal group to follow for multiple reasons. Not only would they be tweeting about cool stuff that our target audience would be interested in, they also sent out email updates TO our target audience. A perfect media outlet for us to eventually pitch.
I followed Inside Hook and a few days later retweeted the following tweet:
"In the spring I have counted one hundred and thirty-six different kinds of weather inside of four and twenty hours.” – Mark Twain
— InsideHook (@InsideHook) March 20, 2014
Shortly after that retweet, an inquiry was sent to True Emporium from the California editor, Casey. Casey told me that the New York office saw that True Emporium had started following them on Twitter and that we had retweeted them. When the New York contact checked out True Emporium's Twitter profile and website, he reached out to Casey and suggested the San Francisco edition of Inside Hook feature True Emporium in one of their daily emails.
While this was the intention of starting to follow and engage with Inside Hook in the first place, I was pretty blown away at how quickly (and easily!) it all happened.
Casey got the information and photos he needed to publish a piece about True Emporium. See below:
The great part about good press is that once is starts going, it tends to keep on coming.
A local television producer who receives the SF edition of Inside Hook found the story appealing and came out to the shop today to do an exclusive interview.
This chain of events was made entirely possible due to the quality of True Emporium's products and the unique concept of their designs. True Emporium is an incredible company that gets press because they have an incredibly appealing story.
That being said, this all started from a little work on Twitter. Having best practices in place on Twitter: a profile that quickly communicates what True Emporium is about, continuously building a relevant community and good engagement practices ultimately contributed to this chain reaction.