How to Use Social Media for PR
One of the most often overlooked components of marketing is the integration of your marketing tactics. For example: When you write a blog, do not forget to promote it on social media. People forget to integrate their content marketing strategy with their social media marketing.
You’ll absolutely get more bang for your buck when you integrate your efforts. The same is true for your Public Relations and Press Release marketing. Leverage social media to get the best results. Let’s take a look at how to use social media for PR.
Pain Points and Research
Social media is one of the best places to learn about your audience. Search hashtags that are relevant to your audience and your business. Join groups on social (such as Facebook Groups), engage and ask questions. Learn about the problems that your audience is dealing with and use that information to create content, products, and PR materials.
Here’s an example: You learn you audience is struggling to use their Customer Relationship Management software (CRM). What’s a solution? You could host a webinar to teach people tips and create a press release to promote the webinar.
Overlap Efforts
Whenever you create any press-related initiative, make sure to promote it on all social media platforms. Whether it’s a press release, pitch to a local reporter, or an event, it counts as shareable content.
For example, if you’re pitching a story idea to a local reporter, why not talk about some of the pain points your story addresses on social media. Reporters and media representatives are on social.
When people are curious, they often research companies on social media. Seeing a consistent message across your PR marketing and social media showcases a strong reputation. You have a better chance of coverage.
Use Social to Build Credibility
Your PR efforts are more likely to be successful if you’ve established a solid brand online. To do that, you must build an audience, create a consistent message, and engage your audience on a regular basis. This builds credibility, and it tells any media rep that your audience (which may also be their audience) is responsive. They trust you and you’re a credible source for information and solutions.
Engage with Other Influencers
Be a team player on social. It widens your reach. It also boosts your credibility both with your audience as well as with media reps. When you pitch a story idea or issue a press release, you can leverage your online relationships. So while you’re building your media contact list, also focus on building your influencer marketing relationship list.
Take the time to look for ways to overlap and integrate your efforts. Create a content calendar that outlines the steps of your marketing initiatives. After doing that, look for ways to integrate them. Social media is one of the most powerful assets you have as a business owner and a marketer, so make the most of it by using it for your PR efforts.
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