When PR meets social

It used to be the case in PR that once the coverage was published, our job was done and onto the next press clipping. But this is the case no more.

With social networks being the ideal communication channels to continue pushing out messages and links, it’s important to ensure all coverage is shared.

A seminar by PR specialists 72Point reminded us that our job now involves going the extra mile to continue promoting these news articles across social networks. By ensuring as many people see the article, the brand awareness is reinforced as much as possible.

Social media specialist Sam Allcock talked us through ensuring social sharing works in a circular motion, promoting both the article coverage link and pointing links back to the client’s social networks and website at the same time.

He talked about the importance of keeping back some budget for paid media to give social sharing a massive push. Using promoted posts across Twitter or Facebook is now essential to gain maximum visibility for brands.

Ex-national journalist and now news editor of 72 Point Doug Shields also reminded us that Christmas is a tough time for PRs – there’s no doubt about it. Many other industries can just close down for the festive period, while we’re still toiling away trying to get coverage for clients.

It was a good reminder that newspapers get the same stories and surveys year in and year out, so some creativity is required.


The author

Nikki is a director and co-founder of Fourth Day

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