Social media is changing the way businesses promote and publicize their services and/or products. At Fort Lauderdale and Aspen-based public relations and marketing agency Durée & Company, we know that public relations and social media can no longer be considered mutually exclusive but are now inextricably related. Gone are the days when PR professionals would spread the news solely via traditional outlets such as newspapers or radio. With the rise of social media, PR professionals now have instant access to larger, influential audiences and better opportunities to establish relationships. Here are four ways to use social media to help your public relations efforts.
Add Social Media Links to Press Materials
Most companies have a boilerplate they use at the end of each press release. A boilerplate is a brief paragraph describing the business mentioned in the release. Journalists rely heavily on Twitter, Facebook, Instagram, LinkedIn and other platforms to source and research stories. So when they can easily grab social media handles from your release, you are doing them a huge favor. As businesses spend more and more time incorporating social media into their overall marketing and PR plans, adding relevant social media links into your PR materials also promotes social media sharing and engagement among readers.
Cross-Promote Secured Coverage on Social Media
Sharing secured coverage in media publications (TV, radio, podcasts, newspapers, magazines, etc.) is a great way to spread the word about your business and its products/services. Plus it showcases a third-party endorsement for your company. Draft a post with a compelling quote, add it to the link in your bio (or on your website) and accompany the post with an eye-catching graphic to feature the secured article. Then voila – you’ve got your next social media post. The best part? More media coverage means more content for your socials! Once you’ve garnered press coverage for your business, social media is a great tool to gain more visibility. Don’t forget to tag the journalist in the post so they can see you are sharing their story!
Develop Relationships with Media/Influencers
You can really get to know a journalist or influencer by looking at their social media profiles. In order to develop a relationship with them, take the extra step by following them and engaging with them on their social media posts. You can also re-tweet and share their stories (not just the ones featuring you) which encourages more readers to give them a follow as well.
Hashtags are used to follow trending conversations online. They can be a useful way to promote your business, see who’s interested in topics and create an overall campaign. When you use a hashtag, your post will appear on a new page for that hashtag. Consider it a directory of all the photos and videos that were tagged with that hashtag. Instagram hashtags can be a great way of building community online and gaining followers so people are motivated to engage with a brand that they are already interested in.
Coming up with a branded hashtag will allow businesses to track user engagement, monitor the overall reach and interact with your consumers. Hashtags should be memorable and relevant. Don’t choose a hashtag that is too obscure or will be hard to remember. A great example is the #IceBucketChallenge campaign. The ALS Association started to bring attention to the fight against ALS, but arguably didn’t take off until the organization mobilized and amplified its awareness campaign. Since the viral Ice Bucket Challenge started in 2014, The ALS Association expanded its network of clinical providers from 100 Certified Treatment Centers in 2014 to 156 (and counting) today. Talk about a PR win!
As the PR and social media worlds collide, it’s time that businesses start thinking of how to leverage the two. When public relations and marketing teams combine their efforts on social media, brands see positive results and upward engagement. Social media has disrupted the PR industry, but in a good way. Not sure where to start? Let Durée & Company establish your growing social media presence while elevating your PR strategy. Contact us today.
About Durée & Company, Inc.
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, digital marketing, content development, advertising, special events, branding, radio promotions, affiliate marketing and more. Durée & Company clients include well-known names in yachting, business, real estate, hospitality, travel, health and wellness, cannabis and psychedelics, art and culture, fashion, nonprofit organizations, cryptocurrency and technology, legal and professional services. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.