Social media helps PR fulfill a more nuanced role by helping with relationship management, identifying brand threats, and engaging influencers.

Staff Writer

Back in the day, public relations professionals would give a statement on air, release it in print, or publish it online. Social media has disrupted the field, making public relations a faster-paced and more delicate matter.

We need only look to our Commander in Chief to know that a social platform like Twitter can now serve as the primary channel for a business, brand or celebrity to release official information about itself. The lesson here is clear. Businesses that fail to use social media to manage their reputations may not only lose reach in the digital world, but may not even be noticed amid all the noise. For PR purposes, few modern mediums pack the same punch as social media. Here’s how professionals are now using social platforms as their primary option for managing information about a client or company.

The Evolution of Public Relations

Before digitalization, public relations professionals primarily engaged with the public after a major change. They announced new offerings, minimized reputation damage, and reacted to industry changes as the face of the organization. With the blossoming of social media, that’s evolved. Now many public relations professionals play a much more nuanced role. They may proactively engage in reputation management activities, counsel leadership, and identify potential problems in a business’s relationship with the public.

Social media eliminates the walls between members of the public and a brand, shortens the time a company has to react to relevant stories, and blurs the line between marketing and public relations. Often, public relations’ and marketing professionals’ roles overlap on social media.

Crafting and maintaining a positive public appearance requires a balance of engaging content and a careful awareness and reaction to public opinions. For brand reasoning, explanations, and crisis response, modern public relations professionals may look to social media as the first line of defense in an increasingly connected world.

How Public Relations Professionals Use Social Media

Social media can help public relations professionals meet their goals or it can hinder the reputation management process, depending on the situation. Some of the most common ways public relations teams use social media include:

  1. To find influencers – Influencers give brands a voice they could never use on their own. Social media influencers have massive digital followings that brands can tap into to promote offerings and protect reputations. When public relations professionals create relationships between brands and influencers, they’re really adding another line of both promotion and defense the brand can use to its advantage.
  2. To identify brand threats – Social listening gives professionals the power to understand the public’s opinion before it turns into a trending topic. They can proactively find and address online threats and possibly prevent a major brand reputation crisis. To think like a public relations expert, consider using one of the dozens of social listening tools out there to understand what social media users really think.
  3. To influence journalist’s stories – The public can actually see PR professionals on social media when they address a crisis, but many work behind the scenes to shape a brand’s image. When a trending topic arises, journalists often put their ear to social media to see what people are saying. Public relations professionals will often join that online discussion in order to influence journalists to present a certain angle. PR pros may not always end up seeing the published story they’d like, but they can still use social media as a tool to keep their angle in the public eye.
  4. To swiftly react to negative press – Social media is one of the first places people look for a brand’s reaction to a negative claim. Public relations professionals may use a company account to craft and publish an immediate response and to direct the public to another medium for more information. Social media gives public relations professionals immediate access to a large, attentive audience.
  5. To make announcements – Word travels fast on Twitter, so public relations professionals often use the platform to announce awards, product launches, and company updates. With captivating short snippets and links, professionals can reach a much wider audience via social media than traditional forums.

Social media is a natural fit for public relations and one of many tools businesses can use to protect and promote their reputations. When public relations and marketing teams combine their efforts on social media, brands often enjoy immediate positive results.

Think Like a Public Relations Professional on Social Media

Regardless of professional public relations support, all businesses can use their social media accounts to help manage public opinion. Don’t wait for others to create stories about your brand. Create interest with some public relations influencing tactics. Create flattering and engaging stories about your brand, react to other large stories, and react publicly to negative comments. Think like a public relations expert and create content like a marketer on social media to boost your reputation and earn new followers.