Twitter Direct Messages Set to Become a Major Media Relations Tool

Changes to Twitter’s direct message rules will likely increase PR’s use of Twitter as a media relations tool. The changes are quite surprising: Twitter will remove its 140-character limit on direct messages.

After the change is implemented in July, Twitter users will be able to send up to 10,000 characters (about 2,000 words) in each direct message, the network announced. The 140-character limit for public Tweets will remain.

Twitter announced in April that users could change their settings to receive direct messages from anyone. Users can also block direct messages from senders they find troublesome. Previously, Twitter users could only send direct messages to other users who followed them. That requirement constrained journalists.

Public tweets could tip off competitors and others about a reporter’s sources and story ideas. PR pros needed to publicly tweet to reporters to ask them to follow them in order receive a direct message, defeating the purpose of a private message. By changing their settings to receive direct messages from anyone, journalists will be able to receive pitches from any PR practitioner.

An Ideal Communications Tool

Taken together, the latest alterations could substantially increase the use of Twitter as a communication tool between journalists and public relations personnel. Twitter is already one of the most popular, if not the most popular, social media channels for journalists. Reporters use the platform to promote their articles, stay on top of breaking news, as well to receive story ideas.

Twitter is ideal for PR pros networking with journalists. Because of its open nature and the high adoption rate by journalists, PR pros can easily use Twitter to conduct basic research on reporters. It’s easy to check how reporters use Twitter, if they’ve built friendly relationships with public relations pros, and if they have a history of contacting PR reps through the network.

Reporters often cite lack of privacy as Twitter’s largest disadvantage as they dislike sending or receiving private messages through public tweets. With the revamped direct messaging service, that drawback will disappear.

Still, it remains to be seen how many journalists will change their settings to receive direct messages from anyone, since a high percentage of journalists complain quite vocally about the frequency and inappropriateness of PR pitches they receive. Many journalists may choose not to open Twitter’s direct message channel to all. Journalists will almost certainly block direct messages from PR practitioners who annoy them.

Deliver Releases via Twitter?

The new, higher character limit makes it possible to deliver full text of lengthy news releases via Twitter direct messages. That doesn’t make it a good idea to do so. Most journalists are likely to snub news releases delivered through Twitter direct messages.

The new, higher character limit may also be detrimental to PR pitches. Journalists value directness and brevity in pitches. As in other established media relations channels such as email and phone, journalists will resist long pitches on Twitter. Given the culture of brevity on Twitter, long pitches will seem even more inappropriate. Short pitches will undoubtedly work best.

PR pros should keep in mind that just because reporters are active on Twitter, doesn’t mean it’s their preferred contact method. One 2014 survey found that most journalists prefer to receive story pitches by email, although a sizeable 25 percent preferred pitches through social media. (A third preferred telephone calls.) Journalists who receive pitches on social media indicated they would like to see more PR professionals contact them using social networks.

The first step for media relations is to determine what contact method a journalist prefers before sending story pitches.

Impact on Brand Marketing & Customer Service

Easing of the direct messaging requirements will also have impact marketing and customer service. Responding to customer inquiries within the 140-limit can be difficult. Lifting the 140-limit and assuring privacy in direct messages may prompt brands to use Twitter more for marketing and customer service.

“This is important because many businesses use Twitter for customer support, and that can sometimes require the exchange of personal and private information, including financial info, which, for obvious reasons, needs to take place over DMs,” writes TechCrunch.

Brands may need to consider the new rules carefully, however. Those who open their doors could be inundated with complaints and questions, causing dissatisfaction if social media customer service fails to respond quickly enough.

Bottom Line: Changes to Twitter’s direct messages will make it easier for PR pros to communicate with journalists and send story pitches through the social media network. The changes will provide the privacy of email, enabling journalists to receive story pitches without fear of having sources or story ideas revealed. PR practitioners must continue to respect journalists’ preferences on pitches.