Surprisingly, many brands still manage public relations and social networks separately. That is, they have an agency, department or professional specialized in relations with the media; and a social media manager that takes their profiles of Facebook, Twitter, etc. The result? Each one goes his own way and the enormous synergies between both areas are not taken advantage of. To avoid this, the concept of Social PR has emerged, undoubtedly one of the trends in public relations that are booming during 2018.
Public relations or social media? Both better!
What is the Social and what is it for?
The Social PR and public relations consist in manage jointly the media relations and the socials platforms to obtain a high notoriety. This integral strategy offers different benefits.
- The diffusion of messages increases through the channels
that best reach the public (media and social media).
- Increase the speed at which messages are disseminated, thanks to the immediacy and virality offered by digital and social media.
- Establishes a bidirectional relationship with the consumers who receive the messages. They not only see information, but interact with it.
- Make a closer and dynamic relation with the reporter. Do you know that the 45% visit a blog brand when they write about it?
For example, we recently manage the launch in Spain of the new line of headphones with noise cancellation from our client Sony . The campaign encompassed both media communication (press releases, media tour, sending evaluation units, etc.) and communication on social media (blogs, posts, meetings with influencers, etc.). All the actions were perfectly coordinated and synchronized. This allowed the launch to be much more effective and achieve a greater impact than if both areas (press office and social network team) had each worked on their own.
How start doing Social PR?
If you want to take advantage of the social PR benefits, the first step is to stop managing separately the relationships with the media and social networks, as if they had nothing to do with it. Contact the teams that carry both areas or, if you do not have anyone, look for an agency that is able to simultaneously manage public and social relations.
Yoga with influencers and one-to-one with journalists: this is how we manage our latest Social PR campaign for our Sony client.
Once these two areas are working in an aligned manner, you have many opportunities to do Social PR by combining the scope of both. Here are some ideas.
Design integral campaigns addressed to the media and social media
For example, you can prepare a success story or an article for the media in which a client explains his experience with your company; and share testimonials or micro-videos on social networks that tell how you have benefited from your product, service or solution.
Add social elements to your press release
Write your press releases in a way that is appropriate both to send to the media and to position themselves correctly in the search engines. Includes links, your social media profiles and visual content that facilitates its dissemination, such as images, infographics and videos.
Join together with important Brand ambassadors
The experts, gurus, influencers, prescribers, etc. not only have many followers on social networks, but also often arouse considerable interest from the media. Turning them into Brand ambassadors will help you achieve more diffusion.
Share into social media your media appearances
When the media talk about you, make sure to share the post on the social media, always respecting the copyright and quoting the media and the reporter.
This will allow that your appearances in the media have repercussion also in social networks.
Interact with journalists in social media
In addition, to share the content that they post about your Brand, Follow the journalists in your sector on social networks, comment on their publications, congratulate them on their successes… It’s an excellent way to get to know you and establish closer relationships with them.
Inform to the media about your successes on social media
Have you created a campaign, a label, a trend or content that has had outstanding success on social networks? It may be a good idea to turn this event into information that you can share with the media, who will also like to echo it.
Don’t forget about blogs: they are also social media!
Getting a mention in a great media is positive for your brand. But you can often achieve more impact by posting guest articles on blogs in the industry, or directly on sites like LinkedIn. Remember that social media is also a media!
Do you believe that media relationship and social media should be managed separately? Or it’s better to do it together?
Tell us your opinion in our social network!