If you haven’t already noticed, public relations is no longer about just press releases, editorials, print features and TV coverage – social media has changed the game (almost) completely.
Social media puts you and your brand in direct contact with your audience, gives companies access to an almost-instant channel to react to news stories and straddles the fine line between marketing and public relations. (It’s both!)
With social media, your target audience or number of people who can spread brand awareness has suddenly spiked. So, how do we snag this share of the pie who will guarantee valuable online coverage? If anyone doubts the impact of online coverage, think of the number of people scrolling through the internet VS number of people flipping through the newspaper. Circulation rates don’t lie.
- Influencer Marketing Ensures Quality Customers
By now, you must have already heard of influencer marketing and the way that it is changing the marketing world. In 2020, micro-influencers are going to be leading the pack with their high engagement, wide reach, and low cost. Influencer marketing will lean into social media channels such as Instagram, TikTok, Pinterest, etc, especially for the Gen Z crowd.
Engage the right influencer for your brand who’s relevant to your product, and whose influence will resonate with your target audience.
- Incorporate Social Sharing into Press Materials
Your press materials should be a one-stop shop for all valuable information – and today, this includes your company’s social media handles and relevant hashtags. Press releases are still a goldmine of information and relevant today, but adding these makes your brand appear thoughtful enough to media who may wish to get nuggets of information from your social media sites.
They also serve as branding and makes your company that much more accessible to the younger crowd.
You may take it a step further and emphasise on keywords in your press release to make it optimal for search engines.
PR and social media content will complement each other, indefinitely, and being adept at both means securing maximum publicity for your brand.
- Crisis communications is More Palpable Than Ever
For crisis management, what’s most important is to know what people are currently saying. This is where social media parks itself as the bringer of real-time, valuable information that will feed into your crisis management plan.
When a crisis strikes, focus on a clear and cohesive message, and spread it online to rectify the situation. Social media is your best tool in these circumstances for its ability to alter public opinion – just make sure that you deliver the right message across. (This will come best from a PR expert)
Listen to your social media channels to what people are saying and use that feedback to allay fears and address concerns.
Social media and public relations are integral aspects of a marketing strategy. News is moving at a quicker pace than ever, and it’s time to get ahead in the game with PR and social media strategies that will maximise your brand presence like never before.