Last night was my first time joining #pr20chat on Twitter (Tuesdays @ 8pm EDT). After getting over the overwhelming flood of responses and information – a thousand tweets in the first thirty minutes – I really enjoyed the discussion. Aside from learning that TweetChat is an absolute must, I also thought I’d recap some of my favorite tweets here, while giving credit where it’s due to the smart PR sources they came from. In answer to the following questions…

Is the press release dead?

@zakmo: The press release is a tool that’s only as effective as the person using it

@JGoldsborough: Release is a supporting role. The relationship and pitch (whatever form it takes) are the stars of the show

@prblog: I’m devil’s advocate here on news releases. I think we need to push the format and not let it stop our creativity 

@drewhslater: The press release will forever have it’s own place, but a PR pro shouldn’t think job is done because they sent one

Is there a difference between blogger outreach and media outreach?

@Worob: If anything, we need to start treating media more like we would bloggers. Customize pitches, get to the point, pray

@badpitch: Everyone - including lot of us - is media now. No discerning. If the person reaches who you want to get “to,” media

@prblog: window of opp with media vs. blogger. blogger is not on deadline. blogger wants relationship – more than rolodex

@snepromo:  Relationship building is relevant in both mediums

Is it acceptable for brands to pay bloggers? If so, under what circumstances?

@LTreu: I think it’s like the sponsored trends on Twitter. If you know someone paid for it, it’s on the receiver to weigh that fact

@JGoldsborough: Most blog communities don’t have a prob with it. Disclosure a must. Also, knowing blogger, his/her rep maters. R they trusted?

What are some ‘new’ skills you think PR people need to learn or brush up on, and how should colleges update curricula to prepare students for today’s PR world?

@KarenRussell: I think PRs can never read/learn enough

@cloudspark: also, pr needs to learn to integrate w/ all marketing functions and understand bottom-line biz goals 

@bloggerblkbook: Disclosure….taught by @KarenRussell at UGA. Best education: hands on experience as. much. as. possible. 

@ElizHoltan: PR programs need to emphasize hands-on experience while providing a background in theory and research

@JGoldsborough: Integrated approach. Selling concepts and ideas first, then showing how to execute via channels. Ditch tactic-only thinking

@badpitch: I think being more of a source and less of a “mouthpiece” is a new skill we all have to become excellent at—now

How can we help decision-makers understand that traditional communication silos are ineffective?

@badpitch: Always show competitive audit when having SM convos w/ clients. Competition will get their attn

@sue_anne: It’s a show not tell. Find out who your decision makers really want to reach and then show them the results

@WBernuy: Not too sound too competitive, but if your decision-maker JUST WONT get it. Maybe their competition will 

What are best practices for pitching reporters/bloggers via social media? 

@KarenRussell Find out what they need and find a way to provide it 

@Sue_Anne: SM is great for building the relationship leading up to the pitch. Use email and/or phone for actual pitch

@rochellveturis: Pitch via e-mail. Setup Twitter list 2 track contacts, follow up w/ those u know via DM

What’s the worst pitch you’ve ever seen? Common characteristics of bad pitches? 

@prblog: Most of the bad pitches arent bad. Theyre just poorly targeted. A brilliant pitch can be bad sent to wrong outlet

@LauraN546: The worst pitch I ever got was via text. Please do not do that. Ever. This person used “u” as if we were childhood pals 

@jeffespo:  Dear Name. Thought you might like our product 

How can we avoid being “outed” for a bad pitch on the infamous Bad Pitch Blog?

@msbruschetta: Research, think strategically, research, write sans grammar errors, research, conduct media relations, research, proofread