Posted: May 18, 2018
When you first start thinking about online PR software, you probably think about press releases and journalists, but do you think about social media? You are making a mistake if you don't because social media can be a great way to get your message heard, and with a press release you have content to hand that can be used across a variety of different platforms – such as Facebook, Twitter and even Instagram.
If you think about it the aim of public relations is to create a two-way dialogue with your customers or with someone you want to influence, and this is exactly what social media helps you to do. So, when you combine your press release strategy with social media then you can really take full advantage of communicating your businesses name, reputation and profile with the world.
Why Social Media?
When you use press release distribution software you are getting your story in front of journalists, but you cannot always control how they use that story and what impact it has on your business and your employees. By adding social media into the mix, you can control how the story appears and you are making a start at developing a personal relationship with your customers one on one, without the journalist in the middle.
Using popular platforms such as LinkedIn or Twitter means you are getting your story to those who matter in the way that you want it to be told and to the people who are already engaging with your brand online. This means that you actually become the news source about your company and you can back this up by publishing articles and blogs on your website that back this position up. This not only helps to increase your credibility as a thought leader in your niche, but also helps with SEO as well (which is no bad thing!)
Utilise Both Strands
We are not saying do away with press releases altogether, you still need to have journalists to help you get your story to the world, but you should also be using social media to help get that story out there as well. We have found that a lot of people shy away from social media as a way of promoting their businesses as they are worried about what their customers might say to them – perhaps in a negative voice.
In a traditional public relations role if anything negative was said about your company you would go into crisis management mode, which would involve contacting the press to get a statement out there as a response to the negativity. If you are already using social media as part of your PR strategy though, then you are already part of the conversation with your customers in a public space and so you can deal with it directly. This gives you the chance to intercept the bad feeling, and deal with it in a polite and efficient way before it gets out of hand.
Where to start with Social Media
As with any other PR, you should always start with your story. You can use the same stories that you use to power your press releases to power your social media stories as well. You can write a blog post on the story which you can share on social media but can also refer to in the press release you write to go out to the media. In both cases it will have the effect of driving people back to your website, which is ideally what you want.
Some ideas you might think about are:
• What questions do customers often ask us? Use this information to write an article and then pitch it to key journalists and bloggers
• Run a survey on social media about your products or services and use the results to inspire an article
• Think about an inspiring story of how you came to start your business, or how you went from a £10 turnover to a £10 million turnover. People love to know the stories behind things
• Announce a new product or service and get peoples views
PRInABox now makes it even easier to link your PR and social media efforts together as our PR Software UK gives you access to thousands of influencers and allows unlimited searches across social media profiles globally. To get started with us today, please call our friendly team on 0208 720 6914 or send us an email to firstname.lastname@example.org