There is no question that social media has become a primary source of communication. For example, we use Facebook and Instagram to share our passion and politics. We tweet our thoughts and Snap photos with friends. We use LinkedIn to promote ourselves in our industry, find open positions, and connect with other industry professionals. And that is just how it is used in our personal lives. Each platform is also used by most organizations to promote and grow their business and connect with their target audiences.
Social media and Public Relations go hand in hand, and as a result, PR professionals are continually adapting the way in which we communicate to have our messages seen and heard. Here are a few ways that your organization can increase public relations success with social media platforms:
Stronger Media Contact Lists
Thanks to social media we can find the most appropriate outlets for our articles and pitches. Many journalists use social media to share their stories, so it is a great way to research and learn more about their niche, interests, and overall tone of voice to ensure you send communications that fit within their specific outlet and beat. This is also a great way to connect and begin to build fruitful relationships with media contacts. Share a tweet or comment on a post because you never know where it might lead.
More Effective Crisis Management
Whether we like to admit it or not, crisis management is an integral part of Public Relations. Whether the crisis is internal to your organization or something much bigger such as the COVID-19 pandemic, a proactive response is the most effective way to communicate with your target audience.
Social media platforms allow you to respond in real time and share your message through posts, comments, tweets, and other community engagement. However, be warned. The use of social media at any time, but especially during a crisis, can backfire. Be sure to use all available media monitoring and measurement tools that social media offers to protect your organization’s reputation and to stay consistent with your brand and overall voice. Make sure you have an effective PR plan and strategy in place and include how your team will use social media to communicate during a crisis.
Perfect PR for Small Businesses
Sure, most large organizations have PR firms and specialists because they have the budget and need. The larger an organization, the harder it can be to maintain a consistent voice and response. However, social media has made PR a bit more affordable for even the smallest organizations. No matter what an organization’s size, budget, or communication need, PR pros can utilize social media outlets and stretch any budget to full capacity and gain strong results.
If you are interested in Public Relations strategy or consultation to help protect
your brand, Infinity Concepts is here to help. Contact us today!