In today’s digital landscape, public relations and social media are essential for any brand. When properly leveraging the two together, a brand can shape its narrative and amplify it. It’s no secret that PR has evolved beyond press releases and traditional outlets and at Durée & Company, we know that when using both PR and social media together, a brand can effectively maintain a powerful brand presence.
PR and social media are often looked at as separate entities but should work together to build a consistent and cohesive brand voice. In this blog, we’ll break down why public relations should play a role in your social strategy and share how they can amplify a brand’s overall message.
Controlling the Narrative
Public relations can help to manage the reputation and narrative of a brand and can shape the public’s perception. Social media is a way to share those stories. When integrating public relations into a brand’s social media strategy, a brand can use the two to create a balanced approach to managing the brand’s image. Public relations lays out the foundation with facts and social media is a way to reshare that message in a unique, engaging way.
The Digital Evolution
Social media has transformed the PR world in many ways. One noticeable change is how it supercharges our communication efforts. Through social media platforms including Facebook, Instagram, and X, our messages pack more punch, spreading further and faster than ever before. What used to be confined to press releases, fax machines and emails now gets a turbo boost from social media, reaching a wider audience and sticking around longer.
Another big shift is in who we target in a public relations campaign. Although communicating a company’s news updates through media coverage is still critical for publicists, social media has opened our narrative to everyone who plays a role in a brand’s success. PR professionals can now communicate directly with their clients’ target audiences, both on a one-to-one level and in real time, which can be extremely powerful. Perhaps more importantly, social media has given PR a friendlier face. At Durée & Company, we no longer just disseminate news and information; we build stronger and deeper relationships with a variety of audiences through engagement and personal connection. This approach makes businesses seem more approachable and human, no matter how serious an industry might be. By embracing this change, we’re not just spreading the word; we’re building authority, trust and loyalty with everyone involved in a business or brand.
Managing Crises
Social media allows PR professionals to control the narrative and that’s never been more helpful when it comes to navigating a crisis. The messaging used by a public relations team to communicate with media can also be used to take control of the situation on a brand’s social pages. Simultaneously, PR pros can use social media to “read the room” during a crisis. By monitoring comments, a business can assess the impact of a situation and make more informed decisions on the next steps. Social media can also often be used to spot a crisis in its early stages and take immediate action. If a social media team is using the right listening tools, they can spot a negative situation with enough time to bring it to the attention of the PR teams to develop a strategy to prevent it from escalating.
Social media and public relations go hand-in-hand, and as a result, PR professionals are continually adapting how a brand communicates to have its messages seen and heard. By leveraging social media, a business can amplify its PR messages and ensure they reach a wider audience. Whether it’s a press release, a product launch, or a company announcement, sharing it on social media allows a brand to extend its reach beyond traditional media outlets. At Durée & Company, we offer creative, customized plans that reach audiences, create buzz and drive results. Contact us today to get started.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), The Florida Hemp Council, The Cannabis Marketing Association and is a corporate partner of Cannabis LAB. 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, X, YouTube and LinkedIn at @DureeCoPR.
