What is the relationship between social media and PR? A lot of buzz and chatter is going around about this question. Social media is an exciting new prospect. I noticed that a lot of social media also seemed to fall into the “PR” category. As a PR expert, I’d like to introduce you to the next level and present a new idea – Hybrid PR.
Social media is a great way to supplement your PR and small businesses can do terrific things to build their brand. The relationship between social media and PR is that one supports the other. Best of all, social media removes the traditional media filter in PR. With social media, small businesses can speak directly to their audience.
Social media adds the opportunity for dialog to a traditional PR campaign. Both social media and PR are about building and maintaining relationships - they just do it in different ways and both are very effective. Social media allows you to communicate directly with communities. PR engages the experts to add that credible third-party voice. Social media enables virtually everyone to become their own PR person by connecting with media on LinkedIn, Facebook and Twitter.
Instead of just traditional media picking up your news, now bloggers and others can pick up your story. If you want to integrate social media and PR, approach press releases as you would a blog or web site. Make sure SEO is a big part of press releases. Keep media conversation for PR. When using social media, be authentic and mindful of the keywords and anchor tags you use in your press releases. The most challenging part of PR to a social media community is your messaging mix - too much PR and they will turn off - just enough and they will adopt you.
Small businesses can leverage both PR and social media by connecting with the press on Twitter and engaging in conversation and building a relationship. It’s important to be known as a source of useful information - people want value from communication. Your chance to pitch to them directly will make itself available once you have established trust and credibility. After establishing a relationship on Twitter, feel free to add them as contacts on Facebook and LinkedIn.
Building a social media platform is essential to get the most out of traditional media placements. Social media helps push PR to new and unique places. Have a focused message in both forms of outreach – PR and social media – otherwise, you may muddle your brand identity. Use social media to engage people at each major touch point – by focusing in this way, you will enhance your traditional PR activities.
Editor’s Note: Brenda Christensen, principal of Stellar Public Relations, brings over 23 years of award-winning PR and marketing communications experience to her clients. She can be reached at brenda@stellarpublicrelations.com or follow her at www.twitter.com/StellarPR.
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Great post! I like to think that a traditional press release describes what you are and social media helps develop who you are. There will always be a place for traditional PR, but it’s important for businesses to understand how much the industry is changing with social media now in the mix. Like you said, social media is PR. And everyone now has the opportunity to be in charge of their own brand identity. It’s exciting to be a part of it!
Thanks, Katie. For the longest time it seemed like marketers spoke directly to people and PR spoke directly to people through the media. Social media removes the media filter and allows PR departments to also speak directly to consumers.