How Social Media Can Help Boost PR

By Sarah McInerney  
| June 3rd 2013

Sarah McInerney

Head of Content

Sarah has almost three decades of experience in crafting compelling, engaging content specifically designed to boost sales and enhance brand loyalty. She’s also an expert in developing unique tone of voice that helps brands connect with their audiences. Her marketing and client service background has given Sarah a natural understanding of how to write content that makes readers take action. Whether it’s signing up to a mailing list, making an enquiry or donation or clicking the buy button, Sarah knows precisely how to convert with words. Pen down, Sarah is a proud member of the Essex Wildlife Trust and spends most of her free time enjoying inspiring walks through her local woodland and nature reserves, admiring everything that flaps, flutters and flowers.

The world of PR and social media are blurring. Sending out press releases online in the hope that they stick is no longer enough to attract attention and win coverage. Now it’s more about creating content that your target audience will be interested in and engaging with them.

Here are 5 ways social media can be used to help with PR activity:

  1. Build a network. By building a base of followers and associates on different social media channels, they can help spread your message when it is needed. It is important to remember to be engaging and reciprocal with these people as social media is a two way process.
  2. Create content. Create interesting, authoritative content about your business, products and services. Do this by focusing on trends or newsworthy items to hook in your readers. This can then be used in your updates and blog posts.
  3. Finding and connecting with journalists. Follow relevant journalists on Facebook and Twitter and keep an eye on what they are doing. They may post about research or stories they are working on. You may see a request come in from a journalist to which you can respond through social media. You can also Tweet or direct message journalists with a link to a press release or a blog. Using a Tweet is also a good way to follow up with a journalist who you may not be able to reach via phone or email.
  4. Think visual. Instagram and Pinterest are very popular social media tools. Think about ways you can get your business or products involved with these channels. You can engage with your audience too by asking them to send in their images.
  5. Find media opportunities. Twitter and Facebook allow you to get closer to publications to understand such things as what they have already published and what they will be covering in the future. This allows you to look for openings and opportunities. Within Twitter you can search for key terms and specific hashtag requests.

The PR industry has changed dramatically in recent years. Many journalists now work across multiple platforms including phone, email, print and digital. Social media is an essential way to network, build a following and engage with relevant journalists.

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