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With Adam Parker, chief executive of RealWire @AdParker Most discussion of PR practitioners listening and engaging on Twitter focuses on how the platform creates the potential for direct conversations with the public. Yet possibly the most obvious benefit of Twitter for the PR community, how it can help with media relations, doesn't get much attention at all. Twitter presents PRs with a unique opportunity to increase the level and quality of conversation and dialogue in their media relations activity. With 80 percent of UK journalists active on Twitter, the platform is like a virtual newsroom with journalists, editors and influential bloggers discussing, questioning and promoting stories. Twitter is an opportunity to listen to these conversations, understand what is driving the news agenda and know who in the media is interested in which story or topic. PR practitioners can use it to be sure that they are always highly relevant when they send that email, draft that press release or pick up the phone, and find opportunities that would otherwise have passed them by.

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