Why Every PR Campaign Needs Social Media Marketing

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Learn why your pr campaign needs social media

Peanut butter and jelly, peas and carrots, PR and social media—some things just go together. 

Now, you probably don’t need an explanation as to why those first two things are a perfect match. The third one, however—that’s what we’re going to get into. 

In this post, we’ll explain why social media is critical to your PR efforts, and how to use it to get the most out of every press hit. 

Why is social media marketing important for PR in 2022? 

The truth is that social media is integrally intertwined with any marketing or

 PR strategy a brand may undertake, even if the brand isn’t doing anything themselves. 

Think about it: if you get a press hit in a major publication, chances are that publication is going to share it on their social media. And even if they don’t share it themselves, readers will. 

This is a highly positive development for brands. It means that any PR you get has a much longer lifespan than it used to. If an interview aired on TV, for example, your audience was whoever saw it when it aired. If you got a quote in a print magazine, your audience was whoever read it when it came out, and then, likely, a slow trickle of readers who picked up the magazine in doctor’s office or at their hairdresser’s. 

Now, if you get an interview on TV, it goes on YouTube or on the show’s website, where it can continue to gain views and interest. 

In other words, social media can amplify your strategic public relations in a way that simply wasn’t possible before. 

In addition, the goals of both social media and PR are the same: to build trust in your company. Because of that, it only makes sense that the two tools work together. 

Related post: Why Social Media Marketing Matters for B2B

How should social media marketing fit into your PR campaigns? 

When you’re developing a PR campaign for your brand, there are several elements to consider: 

  • Goals: What’s your goal with the campaign? 
  • Angles: What storylines are you pitching to support those goals? 
  • Outlets: Where (or to whom) are you pitching? 
  • Amplification: How will you get the most mileage out of every PR success? 

Social media can and should be woven into every one of these other elements in order to get your message across faster and more effectively. Here’s how. 

Establishing your PR goals

Sometimes, figuring out your goal with PR is easy. If you’re launching a product, expanding into new markets or geographic regions, or welcoming a new executive team, then your goal is essentially to generate excitement or attention around that event. 

If you’re doing more ongoing PR, however, that is not connected to a single event but is designed to boost your brand reputation and increase awareness, narrowing down your goals can be more difficult. 

This is where social media can help. Take a look at what your followers are talking about and sharing across different platforms. See what kinds of conversations are trending in your industry. This can help you see what your audience cares about and is interested in, which, in turn, can spur ideas for how to shape your PR. 

For example, if you’re seeing a lot of concern around specific ethical issues in your industry, you might focus a PR campaign around your commitment to a social cause. 

If you’re looking for talent, you can see what current and potential job seekers are talking about and design a campaign about your work culture. 

In general, marketers and PR pros need to keep an eye on social media because that is where your target audience shares their opinions. Besides, scanning social is a great way to generate ideas—you may end up with a great idea for your next PR campaign. 

Figuring out your PR angle

Just as social media can help you decide on the goal for your digital campaign, social platforms are also a great place to look as you’re coming up with angles to pitch reporters. 

Many reporters, as well as popular bloggers and others in the larger media landscape, use Twitter as a way to request story ideas or advertise what beats they’re currently covering. This makes Twitter an excellent resource for not only identifying certain topics, stories, and angles that are more likely to get coverage but also for growing your media list. 

You can find relevant reporters by doing hashtag searches—try #editorial, #breaking, and #journalist to start—and don’t forget to search for your industry or topic-related hashtags as well to narrow down the list. 

Finding the right outlets

Just as you’d use social media to find reporters, bloggers, and other media personalities or influencers to connect with, you can also use it to identify outlets to pitch. 

For this, you’ll want to move beyond Twitter. Check out Instagram, TikTok, and Facebook to see which outlets are covering relevant topics for your brand and add any you find to your media list.

This is also a good way to find reporters, as once you see an outlet you want to connect with, you can also see who’s tagging them in posts. Any writer or creator who works for that outlet will almost certainly tag the outlet when they post about a story they’ve done. 

Amplifying your PR hits

While social media is a useful tool throughout the PR process, from conceptualizing your campaign to pitching writers and creators, the amplification stage is where social media is absolutely indispensable. 

Each time you get a PR hit, you can drastically extend its lifespan (thereby boosting your ROI) by sharing it on your own social channels. 

What’s more, you can use that hit in multiple ways over a long period of time—it’s not just a one-and-done deal. So, if your executive is quoted in an article, you can: 

  • Share a link to the article on your social platforms, tagging the outlet or writer.
  • Create quote cards featuring your quote(s) to use as Instagram posts.
  • Create video clips of your executive expanding on the quote to use as posts across your platforms.
  • Turn those videos into audio clips and create audiograms for posting across platforms.  
  • Include a link to the press hit in any additional relevant social posts you create as time goes on (such as a blog post you wrote that references the press hit, older content that’s relevant to the topic, etc.). 

Without social media, your B2B PR efforts will only be giving you a fraction of the results they could be, lowering your overall ROI and making it harder to justify continuing campaigns. 

Related post: The Ultimate Guide to Hiring a PR Agency

By incorporating a social strategy into every step of your PR campaign, you’ll stand a much higher chance of success and keep reaping the benefits for weeks and months to come. Our team can help—get in touch here.

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