How PR Professionals Can Use Social Media To Enhance Their Campaigns

“If you don’t tell your story, someone else will.” – Unknown

In today’s dynamic digital age, the role of Public Relations (PR) has evolved to involve an increasingly digital approach to reaching out to traditional publications and sending out press releases. With social media dominating the way that many people receive their news, PR professionals are increasingly turning to social media to amplify their campaigns and connect with audiences on a deeper level.

Social media platforms have evolved into powerful tools that enable PR experts to engage, inform, and influence public perception like never before. While established platforms like Facebook, X (formerly known as Twitter), and LinkedIn continue to dominate the scene, new and emerging platforms have also made their mark. It’s essential for PR professionals to stay updated with these trends to maximize their reach and impact.

Emerging Social Media Platforms

1. TikTok: This short-form video platform has gained immense popularity, especially among younger audiences. PR professionals can create engaging, entertaining content that aligns with their brand or campaign message.
2. Clubhouse: An audio-based social networking app, Clubhouse provides an opportunity to host real-time discussions and engage with thought leaders in your industry. PR experts can participate in relevant conversations to establish authority.
3. LinkedIn: Although not new, LinkedIn is evolving with features like LinkedIn Live and LinkedIn Stories. Utilize these tools for webinars, Q&A sessions, and behind-the-scenes glimpses of PR activities.

Content Formats That Resonate

To stand out in the crowded social media landscape, PR professionals must embrace diverse content formats:

1. Video Content: Videos are king on social media. Create captivating videos that tell your brand story or showcase your PR campaign’s impact. Live streaming is also effective for real-time engagement.
2. Infographics: Visual content is shareable and easy to digest. Use infographics to convey statistics, data, or key messages in a visually appealing manner.
3. User-Generated Content (UGC): Encourage your audience to create content related to your campaign. UGC fosters authenticity and trust.
4. Interactive Content: Polls, quizzes, and interactive stories can boost engagement and gather valuable insights from your audience.

Success Stories: PR Campaigns That Triumphed on Social Media

1. ALS Ice Bucket Challenge: The ALS Association leveraged the viral nature of social media with this challenge, raising millions for ALS research and garnering worldwide attention.
2. Dove’s Real Beauty Campaign: Dove used social media to redefine beauty standards, inviting women to share their real beauty stories. The campaign went viral and transformed the brand’s image.
3. #LikeAGirl by Always: This campaign challenged stereotypes and empowered young girls, generating a significant social media buzz and sparking important conversations.

Tips for Effective Social Media-Driven PR Campaigns

1. Understand Your Audience: Before crafting your campaign, thoroughly research and understand your target audience’s preferences, behaviours, and pain points on social media.
2. Tell Authentic Stories: Authenticity resonates with audiences. Share behind-the-scenes glimpses, success stories, and the people behind your brand or campaign.
3. Leverage Influencers: Collaborate with influencers who align with your campaign’s values and message. Influencers can extend your reach and add credibility.
4. Monitor and Respond: Keep a close eye on social media conversations related to your campaign. Be responsive to questions, comments, and concerns.
5. Measure and Adapt: Use analytics tools to track the performance of your PR campaign on social media. Adjust your strategy based on the data to optimize results.
6. Crisis Management: Prepare for potential crises by having a well-thought-out crisis management plan in place. Social media can amplify both positive and negative stories.

Creative Ways to Utilize Social Media in PR Campaigns

1. Employee-shared Content: Both B2B and B2C organisations now rely on social media, especially LinkedIn, to spread the word about their milestones and new services. Employees in leadership positions often have a lot of followers on these platforms. As a result, employee-shared news from personal accounts not only makes the news feel more human but also tends to earn more reach than traditional branded posts.
2. Brand Ambassadors: For organisations, gifting your products to influencers/ambassadors is a great way to spread the word. Whether through freebies in exchange for reviews or full-on paid sponsorships, the opportunities to connect with influencers are seemingly endless. For private individuals, getting your community/tribe to promote information about you is a surefire way to utilize social media to support your PR campaign.
3. Social Media Listening: An important part of PR is knowing what people are saying about you and giving them positive things to talk about. When executing a PR campaign on social media, looking at both positive and negative feedback to see which topics are being shared most and trying to identify common opinions is important. This way you can amplify the positive mentions and collect negative mentions in order to address and fix problems before they damage your reputation.

Benefits of Social Media in Public Relations

1. Increases Brand Reach: Social media PR is recognised as the modern equivalent of word-of-mouth marketing. It gives your brand the opportunity to connect directly to your target audiences through the strategic use of hashtags, sponsored posts, and more. With engaging, relevant content, your top audiences will share your posts to their networks and help to increase your brand’s reach and follower count incrementally.
2. Builds Trust: By posting regular, useful content, your brand’s messages will get amplified and incrementally build trust. This helps to position your brand as an authority and keeps your messaging at the top of your target audience’s minds. This can also facilitate attracting investors, business partners, and collaborators to grow your brand.
3. Humanises Brands: Because social media is conversational, brands can show more of the behind-the-scenes about their efforts and mission in a friendly tone. Social media allows for a warm and approachable communications strategy compared to press releases.
4. Makes Marketing Affordable: Compared to the investment needed to execute ad campaigns in traditional media and billboards, social media PR is an affordable investment for brands in terms of time and money. Even investments in paid advertising on social media channels are often more affordable than traditional media options with the added benefit of collecting data for measuring the ROI of social media PR.

In conclusion, social media is an invaluable tool for PR professionals looking to enhance their campaigns and reach wider audiences. By implementing a solid social media PR strategy, staying updated with emerging platforms, creating engaging content, and fostering authentic connections, PR experts can build brand awareness, influence public perception, and ultimately achieve their campaign goals using social media.

This article was first published as a LinkedIn article and was transfered here with only minor typographic edits.

The content provided in this article is provided for information purposes only and is not to be a substitute for professional career advice and consultation as I am not engaged in the provision or rendering of career advice or services. You understand and agree that I will not be liable for any claim, loss, or damage arising out of the use of, or reliance upon, any content or information in this article.