How Does Social Media Integrate With PR?
Social media integrates hugely with PR and so must be considered when creating a strategy for a brand. Within this article we will break down the benefits that a strong social media presence can have in terms of PR and explore the ways in which your business can utilise its social media channels to ensure maximum PR success.
The first way in which social media can aid in securing PR for a business is simply through posting to its business’ social media accounts. For example, posting “news-worthy” information about your brand to its account can help when trying to secure press coverage, as this “news-worthy” content can be pitched to relevant journalists and publications to ensure the brand gains the coverage it deserves. If journalists follow you on socials, they may even do the work for you and surprise you with coverage purely from the content on your social media!
Further to this, a strong social media presence will also improve the chances of the press discovering your brand online and contacting the brand directly. This, of course, is extremely beneficial when trying to gain press coverage as instead of seeking out and pitching to journalists and publications, a journalist will have already expressed their interest and opened a line of communication with your brand directly.
Within any coverage, journalists may include links to a business’ social media channels, allowing its readers to easily find and connect with the brand online. Because of this, the social media presence of a business must be strong and in keeping with its brand’s identity in order to gain this link and to keep potential customers interested if they're visiting your socials via the coverage.
Social media is also a great way to share any press coverage gained with your audience. For example, here at Unearth PR, we share any press coverage that we help our clients score to our Instagram highlight titled “In The Press”. This not only celebrates the hard work put in by both the client and our team, but also promotes the coverage to a wider audience. Doing this can also help to strengthen your brand’s reputation and trust in the eyes of your consumers.
Through effectively integrating social media with PR, your brand can project a trustworthy identity to its audience, promoting to both existing and new consumers any positive reviews and press coverage earned. This use of social media will also allow a brand to network more beneficially with journalists and publications, improving its chances of scoring significant press coverage and building the brand.
Abbie is a PR & Content Marketing Intern at Unearth PR
Instagram ~ @abbiemarks.portfolio