In our last blog in this series, we talked about how social media has transformed Public Relations (PR) as we once knew it. Social media has, in fact, become so intrinsically entwined with PR that it has become nearly impossible to separate the two. Why? Both marketing tools have the same goal: to connect.
The result of this shared purpose is a marketing tool that is super-charged, persuasive, and dynamic – aka, today’s PR.
To harness its potential, you must understand some basic best practices when it comes to planning, implementation, and follow-up in the PR + social media world. These fundamental tips can be used to shape your platform-specific strategies, engendering long-term PR success for your organization.
9 Tips for Utilizing Today’s PR
- Plan like you mean it. Each platform requires its own strategy. What you present your LinkedIn audience, for example, may be very different than what you post on Twitter. Research marketing specifics for each outlet, organize keywords, set objectives, and create unique landing pages for each campaign. The more you brainstorm and coordinate now, the smoother your implementation will go across the board.
- Hash out your hashtags. They are more than just keywords; hashtags make your content searchable and relevant. Use well-known hashtags as well as ones that are campaign-specific so that you can easily track campaign results. If you have the resources, consider engaging other users of your hashtags, too. The interaction will result in more followers for your business.
- Time it perfectly. Each platform will need its own schedule for posting. Thankfully, there are many social media tools on the market that can help you keep it all straight. Some will even suggest posting times based on the latest trends and data. It’s important to remember that not everything can be scheduled, though; if you want to be perceived as a thought leader, you’ll need to react quickly to current events that impact your industry.
- Keep it simple. Your content doesn’t always have to be earth-shattering. Sometimes, a straightforward post promoting a special office benchmark or event will do. There’s always a place for blogs, case studies, press releases, and other formal content, but it’s better to post something than nothing if you don’t have an original piece ready to go.
- Watch your tone. Consistency is essential, even across different platforms. You need to ensure that your branding and messaging stay true to your company and its goals - regardless of where you are posting. Keep in mind that your social media voice should be relatable and human; an arrogant or pretentious tone will discourage user engagement.
- Make lots of friends. It’s important to spread your message as far as it can possibly go. Utilize the personal networks of your executives and employees by asking them to like, comment on, and share your company posts. You should also connect with influencers and micro-influencers in your industry by engaging with their posts; there is a good chance they will return the favor.
- Execute flawlessly. The nature of social media necessitates round-the-clock monitoring for some businesses. The news cycle never sleeps; if you’re going to participate in it, you need to have enough resources to respond at any time. Responsiveness is especially critical when it comes to dealing with negative comments or press, which need to be dealt with quickly and competently.
- Measure your results. Those initial campaign objectives should be measured against reality in order to gauge the efficacy of your efforts. If you aren’t sure where to begin, start with numbers that you can easily wrap your head around, such as website traffic, conversions, etc. Once you see your results, you can make changes to future campaigns to improve their performance.
- Stay in touch. Many marketing efforts fail during the follow-up stage. Once you get a new lead, customer, reporter, or follower, it’s time to nurture your relationship with that person. Personalized marketing campaigns and shout-outs can all help you build trust and loyalty with your new connections.
There’s no secret sauce when it comes to today’s PR. What works for one platform and organization may not work for another. The process requires some trial and error - and a good deal of patience -before you will see your desired results.
If you feel like your PR efforts need some support and guidance, give Conveyance a call. We expertly execute strategies on every platform, and for clients of all sizes. Let’s redefine what PR means to your organization. Contact us today!
Conveyance Marketing Group is a team of bright, innovative and talented veteran marketers dedicated to big ideas, fresh insights and measurable results. We pride ourselves on taking challenging marketing issues and turning them into opportunities for our clients, on pointing brands in the right direction, and on getting our customers noticed both online and off. From branding to websites to digital marketing, and public relations, we handle all your marketing communication needs! Web Design and Development | Brand Strategy | Inbound Marketing | Social Media | SEO | PR