Social media and traditional PR is a 21st-century match made in heaven.
The reach of social media channels supplements the “shortfall” of conventional PR efforts.
Positive press is the name of the game when you embark on your Public Relations journey. Still, often the messaging does not reach enough of your target audience as Facebook, Instagram, Twitter, and tick-tock is keeping us glued to our devices and scrolling, plus social media is where most people see that coverage unfold.
It’s no secret that PR has evolved beyond press releases and traditional mediums such as newspapers and magazines. Considering that social media dominates news consumption among millennials and the younger crowd, you cannot afford not to translate your efforts onto these digital mass consumption channels.
Social media statistics have consistently pointed out that more than half of consumers follow brands directly to stay in the know, providing they like what they see.
So, it’s simple, PR gives the first push of brand positivity, and social media will take over and keep the conversation going and relevant.
Brand awareness and the positive press don’t happen by accident, nor is there such a thing as a “quick fix”. An ongoing specialist task often comes with an ungrateful misunderstanding of exactly how the discipline translates in the marketplace. So let’s have a closer look at how to “WIN.”
Here are a few practical examples of how social media (in its ever-expanding forms) can help PR get the most out of its efforts.
Do you even blog, FAM?
Guest blogging is a tried-and-tested and straightforward concept: Earn exposure (and authority) by publishing content on industry-related blogs. PRO TIP – you want to get your voice on more powerful platforms than your own.
PR pros are usually at the ready with a well-crafted pitch that would more often than not get your foot in the door. Another PRO TIP – most blogs are eager for content, so don’t hesitate to reach out.
Social media folk will have strategies at their disposal that will highlight the target market’s tone of voice and where their digital consumption is most prevalent. Use this valuable information to select the best blogs to showcase your writing skills.
In summary, you want to be guest-blogging because:
- You’re able to reach a wider audience than your own
- Benefit from the credibility of the blog you’re posting on – think: “featured in”
- You can, depending on how interesting and well-received you are, earn backlinks from a blog you’re posting on
You can boost and share (your brilliant) content once it’s published. THAT is social media and PR superhero vibes.
How many influencers can an influencer influence?
Influencer marketing, love it or hate it, is one of the most creative and authentic ways to boost your social media PR blood, sweat and tears.
Let’s pretend we are in the Business to Consumer space right now. Getting your product(s) in the hands of the right influencers aligned with your audience is a great way to spread the gospel.
Depending on the influencer, you have many ways of connecting with them; some love a freebie, or it could be a paid sponsorship, make contact with them; they are eager to hear from you.
Engagement always trumps follower count, so make sure your content creators, big or small, know how to work for a crowd. Entertain, educate, and conserve these big topics that successful influencers capitalise use.
Yes, people still use Twitter.
When we think in more traditional PR terms, “coverage” takes your mind to newspapers and, of course, journalists.
Twitter is a space where many publications and journalists have topical conversations daily. Nothing wrong with reaching out to a journalist on Twitter, but basic etiquette still applies as (who knew) they are people too.
Instead of cold-pitching and going in guns blazing, take the time to understand their area of interests, what demographic they appeal to the most, plus their publications’
Practical tips include:
Sharing their articles on Twitter
Offer up some ideas and insider info as a resource for them
Conversationally interact with them
Remember, this is their livelihoods, so you rarely have to look hard to find someone in your industry that’s ready for their next story.
#HARO (“help a reporter out”) and #JournoRequest could help you get your rod in suitable waters to get your press piece both in the news and on social media. #yourewelcome
Boost that Sh*t
Simple and straightforward, but it works and is a very natural place for social media and PR to meet.
Increasingly companies will enlist social media as their first port of call to breaking news or announcing upcoming activities or products. So why would you not use the best of all worlds?
Get your key points from the press release and use this in your caption – it will be approved and signed off already as “good to go” – no need to do the work twice.
Get a condensed version of the press release ready to use on social media. Then, have a “call to action” for people interested in the extended version; this can be on your website or in the press. We also love bullet points taken from the press release for social media.
Change the format of your release (99% of the time a condensed version) into an image or infographic.
Once you have done this, BOOST your post on your social media channels. Again, paid for boosts allow you to tailor your demographic and is one of the simplest but most effective ways for PR and social media to work together.
We have many more practical tips on PR and Social media but have run out of word count. If you would like to have a conversation or have questions, please reach out.
Guest blog contributor:
Pieter Jooste, Social Media & Digital Marketing Expert
Founder at Marketing Property – https://www.marketing-property.com/
