If you’re sitting there asking yourself, “how?”, allow us to explain.
It all comes down sharing a common goal: reputation management. Both public relations and social media are all about sharing a message, increasing brand awareness, building relationships and enhancing brand image.
Once upon a time, PR had a stronger, more reliant focus on finding, targeting and reaching large groups of niche influencers. While this is still a critical ingredient in the recipe for PR success, with a continuously growing emphasis on social media, these influencers are now also present on these social platforms, making it a win-win for both PR and social strategies.
An active presence on social media also gives businesses a platform to resonate with their target audience in a way that feels authentic, meaningful and real to consumers. This increased consumer focus builds positive relationships and gives businesses a chance to resolve issues quickly and avoid a possible PR crisis. That being said, social media creates an effective outlet to give your brand a unique voice – your voice. And because of this direct line of communication, social media can be used in a more proactive way to promote your business on-going in a way that you have complete control over.
Social media has breathed new life into PR in more ways than one. When shared through social media, content has the potential to reach an infinitely broader audience. According to Marketing Week, reach doesn’t just stop at Facebook, Twitter and LinkedIn. Studies show that while networking giants are favored by PR professionals to promote and publish content, they also rely on other social tools like YouTube, Instagram and even lesser-known platforms like Tango.
It’s important to note, however, that social media is not replacing traditional media. Public relations is just as important, but when it is paired with social media marketing, it’s even more powerful. PR generates social coverage, while social media amplifies these PR efforts. So, leveraging the benefits of both social media and PR bridges the disconnect between the two, making them an unstoppable force when in sync.
By Maggie Munley