Are you looking for ways to scale your business in 2022? Then chances are you’re already using public relations services to get media coverage and build your brand identity. You might have reached out to a few journalists and renowned publications with a pitch about your brand and product.

But it’s worth noting that in today’s internet-savvy age, PR isn’t simply about traditional media outlets and press releases. If you’re solely focused on gaining media coverage, you’ll struggle to reach your target audience at the right time.

So, how do you cut through the noise, and ensure that your PR strategy delivers the desired results?

The most effective way is to combine public relations services with social media marketing. 

Why Use Social Media Platforms for PR?

To begin with, there are more than 3.6 billion social media users worldwide. Whether you’re running a tech startup or online apparel store, your target customers are already using more than one social media platform.

Also, social media platforms play a key role in shaping consumers’ perceptions of your brand. When correctly implemented, a social media marketing campaign can position your brand as a trusted industry leader. Moreover, it’s a great tool for highlighting your brand story and building an emotional connection with your audience.

Considering that the end goal of PR services is to get positive media coverage for your company, social media becomes an indispensable part of your strategy.

Whether you’re trying to start a conversation about a new product or establish brand trust, the powerful combination of social media and PR will help you achieve your goals.

How to Use Social Media for PR?

In the following sections, we’ll discuss a few useful ways to integrate social media marketing into your PR strategy. Let’s get started.

1. Leverage LinkedIn

LinkedIn isn’t simply a great platform for professional networking and B2B marketing. You can also use it to strengthen brand reputation and credibility. Also, it’s useful for spreading the word about important company milestones and achievements.

But instead of sharing important updates on your company page, encourage your employees, including the C-suite, to post the information on their personal profiles. It’ll make the news come across as more genuine and relatable. Also, it’ll boost audience engagement and initiate a conversation with your target customers.

2. Partner With Influencers

In today’s social media savvy world, the news isn’t the only thing that spreads like wildfire. Product recommendations and reviews by popular social media influencers reach a wide audience across different social media platforms.

The great thing about influencers is that they’ve already built a community of loyal followers who look up to them. Also, the community actively engages with an influencer’s content.

You can use that to your advantage by collaborating with established influencers from relevant niches. For instance, if you’re launching a new clothing line, you could send free product samples to fashion and lifestyle influencers, as well as travel bloggers. Ask them to post genuine reviews of the products on their social media profiles. 

Another clever tactic is to collaborate with influencers to raise awareness about social causes that are relevant to your brand. It’ll help position your brand as one that values its customers.

Also, you could take things up a notch by creating a brand ambassador program. Instead of reaching out to influencers, invite them to advocate for your brand in exchange for free products/services and other perks.

If you’re dealing with budget constraints, you can always find micro-influencers in your industry. While they won’t have millions of followers, their audience is more engaged and devoted.

3. Build Lasting Connections With Journalists

The end goal of every PR strategy is to get your brand featured in well-known and relevant publications. The first step of doing that is to reach out to a journalist with a pitch. But considering that most journalists receive a ton of PR pitches every day, cold emails no longer make the cut.

Instead, you should use social media platforms, like Twitter and LinkedIn, to connect with target journalists before sending your pitch. Start by sharing their articles on your social media profiles. Don’t hesitate to share your opinion about an article and tag the author in your post.

Next, follow their social media profiles, and comment on their posts. Make sure you share relevant, accurate, and well-researched information in the comments. Instead of pitching your story, contribute meaningful information to any discussion threads in the comments section.

It’ll ensure that the target journalists are already familiar with your brand before you email your pitch.

In Conclusion

With the number of social media users projected to cross 4 billion by 2023, it’s high time you revamp your PR strategy. Instead of focusing on press releases and cold emails, utilize different social media platforms to spread awareness about your brand. Also, work with influencers from relevant industries to further expand your reach and build trust.