Many companies struggle to determine how to use social media. Using social media platforms as public relations tools is an excellent place to start.<\/p>\n\n\n\n
There are many aspects of public relations. It includes internal communications, brand positioning, and earning media coverage to create brand or product awareness.<\/p>\n\n\n\n
\u201cPublic relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.\u201d<\/p> Public Relations Society of America (PRSA)<\/a><\/cite><\/blockquote>\n\n\n\n
And another definition:<\/p>\n\n\n\n
\u201cPublic relations (PR) is the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media.\u201d<\/p>Investopedia<\/a><\/cite><\/blockquote>\n\n\n\n
PR goals include increasing brand awareness and improving the perception of your brand. PR is also used for crisis communications and damage control when problems arise.<\/p>\n\n\n\n
PR Tools<\/h2>\n\n\n\n
PR professionals have many tools and platforms to work with to exercise their craft.<\/p>\n\n\n\n
- News Conference<\/li>
- Speaking Engagements<\/li>
- Press Release<\/li>
- Media Outreach<\/li>
- Social Media<\/li><\/ul>\n\n\n\n
A news conference<\/strong> attended by reporters can be very effective for large companies with big news stories and crisis management. While not usually used by small and medium-sized businesses, a news conference delivered as a webinar can communicate directly to customers and other audiences.<\/p>\n\n\n\n
Speaking engagements<\/strong> at conferences are planned and formal. Conference speaking guidelines normally prohibit sales pitches, but these engagements positions the speaker and their company as thought leaders that deeply understand the industry.<\/p>\n\n\n\n
Press releases<\/strong> are still part of an effective public relations strategy. Online services such as PR Web<\/a> can quickly and inexpensively distribute your press release on newswires. Industry publications and websites continuously monitor the popular newswires and may pick up the story and automatically publish it on their website newsfeed. A press release released only on the newswires is a spray and pray<\/em> tactic that alone will likely consistently produce results.<\/p>\n\n\n\n
Media outreach<\/strong> is where Public Relations professionals provide the most value. Public relations professionals typically focus on one or a few industries and create and nurture relationships with reporters, editors, bloggers, and thought leaders that are active in the industry. PR professionals make targeted pitches to get their clients highlighted in feature stories or mentioned in relevant articles.<\/p>\n\n\n\n
Social media<\/strong> is the newest tool in the PR toolbox. Social media allows public relations specialists to:<\/p>\n\n\n\n
- Broadcast news stories to a broad audience<\/li>
- Facilitate media outreach by connecting and establishing relationships<\/li><\/ul>\n\n\n\n
Broadcasting News on Social Media<\/h2>\n\n\n\n
Broadcasting news stories, blog posts, and other industry-related information provides direct-to-customer communications. A regular posting schedule, managed by a publishing tool such as Buffer<\/a>, Hootsuite<\/a>, and Sendible<\/a>, allow you to share a consistent stream of stories on your social media accounts.<\/p>\n\n\n\n
To keep your social media stream from being all about you, use Andrew Davis<\/a>\u2019 4-1-1 rule:<\/p>\n\n\n\n
- 4 posts should be curated content, sharing relevant information or articles from other people or brands.<\/li>
- 1 post should be your own content.<\/li>
- 1 post can be self-serving, such as promoting a gated eBook or free trial offer. <\/li><\/ul>\n\n\n\n
You don\u2019t need to follow the 4-1-1 rule strictly. The point is to share more of other people\u2019s content than self-promotional content. Having your social media stream include other people\u2019s content will build trust<\/a> by showing you are aware of industry issues and aren\u2019t just talking about yourself. Nobody wants to listen to a guy talk about themselves all night at the party. Don\u2019t be that guy.<\/p>\n\n\n\n
The 4-1-1 rule is a good guide for scheduled social media content. But your most effective use of social media might be to build relationships with media outlets.<\/p>\n\n\n\n
Six Steps to Engage with Reporters on Social Media<\/h2>\n\n\n\n
Follow these steps to establish mutually beneficial relationships with reporters and editors.<\/p>\n\n\n\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tHow to Engage with Reporters on Social Media\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t
- 1. Start Before You Have the Need<\/a>
- 2. Identify Who is Responsible For Media Relations<\/a>
- 3. Find Relevant People and Establish Relationships<\/a>
- 4. Join Online Conversations by Commenting on Posts<\/a>
- 5. Connect on Twitter, Then on LinkedIn<\/a>
- 6. Reach Out With News Stories<\/a><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\n\n\n
<\/div>\n\n\n\nOver time you can create the media relationships necessary for successful PR by monitoring your social channels daily and blocking out time a few days each week for more focused efforts. This seems like a lot of work, and it is.<\/p>\n\n\n\n
1. Start Before You Have the Need<\/h3>\n\n\n\n
This is Networking 101. Whether creating a network for public relations or your career, building a network is a continuous process that should begin long before you have a need. <\/p>\n\n\n\n
Establishing relationships before you make an ask builds trust and allows you to promote content from people in your network. They may be more than happy to help when you have a need.<\/p>\n\n\n\n
2. Identify Who is Responsible For Media Relations<\/h3>\n\n\n\n
Media relations take time. It takes time to build the skills and develop relationships. This is why it makes sense for most SMBs to outsource media relations to a PR agency or freelancer with established relationships with reporters, editors, and thought leaders relevant to your industry.<\/p>\n\n\n\n
3. Find Relevant People and Establish Relationships<\/h3>\n\n\n\n
Whether you outsource media relations or do it internally, create a list of influential people in your industry. You can maintain the list in your CRM system, or it can be a simple spreadsheet shared with your team.<\/p>\n\n\n\n
People to connect with include:<\/p>\n\n\n\n
- Reporters and editors at relevant trade publications<\/li>
- Bloggers, influencers, and thought leaders that discuss about issues important to your customers\u2019 industries<\/li>
- Speakers at conferences and online events<\/li><\/ul>\n\n\n\n
While reporters and speakers are easy to find, bloggers and thought leaders may not be so easy. Places to find thought leaders include:<\/p>\n\n\n\n
- LinkedIn groups<\/li>
- Podcasters and their guests<\/li>
- Digital tools such as BuzzSumo<\/a> and Sparktoro<\/a><\/li><\/ul>\n\n\n\n
4. Join Online Conversations by Commenting on Posts<\/h3>\n\n\n\n
Social media makes it easy to build your network. Follow everybody on the list you\u2019ve created on Twitter, LinkedIn, and Facebook. Create a Twitter list for your PR network to easily see their activity.<\/p>\n\n\n\n
Share posts and engage in conversations around posts and comments by people you follow. But only comment when you have something unique to share, like an example, a unique perspective, or an alternative viewpoint. If you don\u2019t have a unique perspective, you can like a post or share it with a colleague or friend that might find the information helpful.<\/p>\n\n\n\n
5. Connect on Twitter, Then on LinkedIn<\/h3>\n\n\n\n