Changing PR rules – Australian Journalists Twitter list.

Information Superhighway - the Leader Reader

The A-List (or Aussie J List)

An Aussie online marketers dream list – Australian journalists Twitter list. Information Superhighway - the Leader Reader

Last night a much more updated and comprehensive list of Australian journalists on Twitter appeared on the web – certainly more interesting and valuable then the content of the Governments website censor list.

What is interesting is how the relationship between your PR department (for most small businesses themselves) has now moved even more into cyberspace.

The Good Old Days of the Long Lunch

In the good old days you or your PR company would write a press release and then send it out to journalists you knew or wanted to know.

Better still you go out to lunch (still my much more preferred approach) or have a beer at the pubs around Surry Hills or Park St (if in Sydney).

Your Press Release would have a great header to get attention, the opening paragraph written to quickly summarise the key statement. The content all written in a way that would be easy to quickly cut and paste if your journo had an urgent deadline and needed 100, 200, 800 words to fill.

As you may know Twitter is limited to just 140 characters – not a lot you can say.

In the same breath – we are getting better at quickly shortening and filtering information.

Creating Brands Online

For a long time conventional media has been a long way behind online’s speed of communication – there are a number of reasons – production values and media economics.

In digital marketing to create brand you’d focus at identifying early innovators and influencers who spread the word through to early adopters and so on.

Twitter, Facebook and other online social networking applications have been great tools for being able to rapidly communicate to your followers, create discussion and interest.

The idea being your readers then blog and share your product, news, video or article.

Eventually this groundswell of “interest” hopefully touches an investigative journalist from the mainstream media who then produces an article, a radio or television interview and broadcasts your story to the masses.

Remember, TV is still the 800 pound video guerrilla, radio feels more personal and the lines between online and offline newspapers and magazines are rapidly blurring.

So what happens when the mainstream media moves onto Twitter en masse – The Oprah’s , a list of Australia’s Top 100 journalists (below).

There have been a few lists of Australian journalists on Twitter (see end of post), but this one is a little different, and much larger.M, Australia’s top 100 Journalists and news media people on Twitter, Apr 2009

I suppose the first thing you do is follow them with the aim of the journalist following you back and the beginning of a relationship.

Stepping in the journos shoes I can imagine their email Twitter alerts as this list becomes popular. It’d be like walking into online equivalent of a high speed desperate and dateless dating service or the only “sheila” at a poorly organised B&S Ball.

Fact is – we are all already bombarded with emails and information. What makes you and your Tweet something that will get cut through and be of interest?

As always, its the first 12 seconds of attention that counts.

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