The Twitter effect: Journalists weigh in
By now, most people are aware of what Twitter is and how a “tweet” works. One unexpected aspect of this social media tool has been its positive impact on the relationship between journalists and PR professionals. We have found that an increasing amount of healthcare publications and journalists are utilizing Twitter as a vehicle for assembling story ideas, finding sources, and informing “followers” about important events or deadlines. For PR pros, this provides another venue for effectively accessing the media and ensuring that story pitches are as timely and targeted as possible.
This American Journalism Review article provides the journalists’ perspective on Twitter, including its effectiveness as a journalism tool and a news-dissemination channel.