{"id":6320,"date":"2019-08-05T09:30:28","date_gmt":"2019-08-05T13:30:28","guid":{"rendered":"https:\/\/contentwriters.com\/blog\/?p=6320"},"modified":"2023-10-30T13:58:14","modified_gmt":"2023-10-30T17:58:14","slug":"social-media-plus-pr-equals-social-pr-a-winning-combination","status":"publish","type":"post","link":"https:\/\/contentwriters.com\/blog\/social-media-plus-pr-equals-social-pr-a-winning-combination\/","title":{"rendered":"Social Media + PR = Social PR: A Winning Combination"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Once upon a time, marketing and public relations were two\ndistinct functions. Marketing was primarily concerned with selling products and\nservices, and PR was focused on relationship-building and reputation\nmanagement. Most important to note about this pre-social media era is that\ntactics were outbound and control was predominantly in the hands of the brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marketers crafted their copy carefully using print ads,\nbillboards, TV, and radio. Public relations professionals issued print\nreleases, delivered on-air messages, developed PR stunts, created chatter\nsheets, and carefully trained brand representatives for interviews. The press\nrelease, developed in 1906 by <a href=\"https:\/\/searchenginewatch.com\/sew\/news\/2067724\/the-100th-birthday-press-release\">Ivy Lee<\/a>,\nwho is considered the founder of modern public relations, remained unchanged\nfrom its original format until the 1990s when online tactics were first\nintroduced. Reliance on print diminished when online newswire services like\nBusinessWire and PRNewswire appeared.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/upload.wikimedia.org\/wikipedia\/commons\/thumb\/2\/2d\/Ivy_Lee.jpg\/1024px-Ivy_Lee.jpg\" alt=\"\"\/><figcaption><a href=\"https:\/\/en.wikipedia.org\/wiki\/Ivy_Lee#\/media\/File:Ivy_Lee.jpg\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Then, social media burst onto the scene. Social media and\nthe development of content marketing disrupted both marketing and public\nrelations. The building blocks of these two fields evolved from one of outbound\nactivities to two-way conversations based on engagement. As the traditional\ntactics of both marketing and public relations are waning, building\nrelationships has become the primary focus of both content marketing and public\nrelations. The two have become increasingly intertwined, sharing the goal of\ngaining attention for the brands they represent.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a>Social Media: Marketing or PR\nFunction?<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Many perceive social media as a marketing function, but\nthere is an argument that social media is a PR function. The Public Relations\nSociety of America (PRSA) proposes this in <a href=\"http:\/\/prsatristate.org\/social-media-pr-not-marketing-function\/\">an article by\nJulia Sahin<\/a> that states, \u201cIf your marketing team is currently\nrunning the show on social media, you may want to reconsider.\u201d The argument has\nsome merit to it, based on traditional PR roles:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>PR and social media focus on two-way\nconversations<\/li><li>PR professionals are trained in responding to\nmany stakeholders, as well as to negative feedback and crises<\/li><li>PR departments are used to making a big impact\nwithout a big budget<\/li><li>PR professionals are experts at relationship\nbuilding<\/li><li>Social media users would rather be engaged with\nthan marketed to<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Social media has made it harder to separate PR and marketing\nbecause of overlapping objectives and the use of the same social media\nplatforms through which to communicate. But, the differences are visible:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Primary Focus<ul><li>Marketing \u2013 Increasing sales<\/li><\/ul><ul><li>PR \u2013 Building relationships &amp; managing brand\nopinion<\/li><\/ul><\/li><li>Target Audience<ul><li>Marketing \u2013 Prospective and current customers<\/li><\/ul><ul><li>PR \u2013 All stakeholders including the media,\nindustry leaders, and the public-at-large<\/li><\/ul><\/li><li>Measuring Success<ul><li>Marketing \u2013 Increasing leads and sales<\/li><\/ul><ul><li>PR \u2013 Gaining positive media exposure and public\nperception<\/li><\/ul><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">So, while social media has forever changed the traditional\ndefinitions of marketing and PR, as well as their relationship to one another,\nthere is opportunity for both functions to combine forces to create an even\nstronger brand proposition. If your brand is lucky enough or large enough to\nhave separate PR and marketing departments, coordinating PR and marketing\nefforts can maximize the success of social media efforts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a>Social PR<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the strongest reasons why PR belongs on social media\ncomes, oddly enough, from The CMO (Chief Marketing Officer) 2019 Survey showing\nthat 88 percent of companies use social media as a key strategy for brand\nawareness and brand building \u2013 a traditional PR function.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social PR can\u2019t simply mean using social media to\ndisseminate traditional public relations content. Social PR, according to\nsocial PR growth strategist Shonali Burke, is about how PR uses social media to\nbuild, educate, and motivate multiple communities of influence to start telling\nbrand stories with and for brands. Social media is the means by which PR\nprofessionals can bring people together to engage in conversations around\nbrands, products, services, and people.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Journalists, one of the key PR target audiences for telling\nbrand stories, are using social media as their means of finding stories. In a\nrecent survey by <a href=\"https:\/\/www.tekgroup.com\/marketing\/online-newsroom-survey-report\/\">TEKGROUP\nInternational<\/a>, findings show that:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Nearly 99 percent of journalists expect a\ncompany to have an online newsroom<\/li><li>95 percent of journalists want access to photos,\nvideo, company background, and product information from within the online\nnewsroom<\/li><li>More than 77 percent of journalists find it\nimportant to be able to access a company\u2019s social media networks from its\nonline newsroom<\/li><li>45 percent of journalists use a corporate blog\nfor researching a story<\/li><li>40 percent of journalists look to receive news\nor updates via Twitter<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><a>Building Social Proof<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The dictionary\u2019s definition of social proof is the\n\u201cpsychological phenomenon where people assume the actions of others reflect\ncorrect behavior.\u201d It\u2019s human nature to adopt the opinions of others as true.\nAnd that is exactly why it\u2019s important to reach journalists and other\nstakeholders on social media, as this is where stakeholders will voice their\nopinions for others to adopt. It\u2019s one of the quickest ways to amplify your\nefforts to build your brand\u2019s reputation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We live in a marketing averse society. We care more about\nwhat our social media communities think. When publications, blogs, our friends,\nand other influencers talk about a brand, we listen. And when you have enough\npeople telling your stories for you, social proof is built. The perception is\nthat the brand is trustworthy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a>Social PR Components<\/a><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Social Media Press Release (SMPR)<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The social media press release is not completely different from a traditional press release. Components like headlines, subheads, body, contact information, and \u2018About the Company\u2019 still remain valid. The difference lies in a few new elements. Like in other areas of content development, optimize your SMPR with relevant keywords. Add links to related releases, a Youtube video, or related products and services. Add your social media tags. SMPRs, which are still being disseminated alongside traditional releases, encourage dialog with the public. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/cdn.pixabay.com\/photo\/2015\/10\/21\/08\/22\/media-998990_960_720.jpg\" alt=\"Media, Social Media, Apps, Social Network, Facebook\"\/><figcaption><a href=\"https:\/\/pixabay.com\/photos\/media-social-media-apps-998990\/\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Remember that you have a broader audience to accommodate on\nsocial media. Keep your SMPR lean by linking to your website to let people\nlearn more. Steer clear of marketing jargon or product lingo that would\ntraditionally appeal to a trade journalist.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SMPR are not distributed by wire services like a traditional\nrelease.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Post it to your company newsroom.<\/li><li>Create a 90-character release for Facebook, again linking to the official release.<\/li><li>Try a 140-character release for Twitter. For example:<br>BREAKING: SUNY Ulster Holds 55th Commencement. Read the <a href=\"https:\/\/apps.sunyulster.edu\/announcements\/4684\">official press release<\/a>. <br>Use a #pressrelease hash tag along with other relevant ones.<br><\/li><\/ol>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/pbs.twimg.com\/media\/DmWJ7EqUcAUhafK?format=jpg&amp;name=medium\" alt=\"Image\"\/><figcaption><a href=\"https:\/\/twitter.com\/umary\/status\/1037387180598022147?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1037387180598022147&amp;ref_url=https%3A%2F%2Fwww.prezly.com%2Facademy%2Fdistribution%2Fsocial-media%2Fart-social-media-press-release\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">New services have cropped up like&nbsp;<a href=\"http:\/\/www.pitchengine.com\/\">PitchEngine<\/a>,&nbsp;<a href=\"http:\/\/presslift.com\/\">PressLift<\/a>, and&nbsp;<a href=\"http:\/\/www.mindtouch.com\/Newsroom\/Social_Media_Press_Release\/2009-03-26\">MindTouch<\/a>&nbsp;to\nbring the press release into the new millennium with embedded multimedia and\neasy channel distribution, including social media and e-mail.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Online Newsroom<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Journalists looking for an easy way to access everything\nthey need to know about a brand will appreciate your online newsroom. It\u2019s not\njust for large companies. Desired content includes releases, featured stories,\nimages, product information, executive bios, PR contact information, and\nvideos. An online newsroom contains a library of information, resources, and\ncontent that informs. These items give journalists the background information\nthey need to develop a story and a look into what\u2019s already been written, along\nwith other media elements needed to accompany their story. Here is an example\nof a clean, well-organized, easy-to-navigate online newsroom from <a href=\"http:\/\/news.uhhospitals.org\/\">University Hospitals<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Campaign Hashtags<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Creating a hashtag for your campaign will let you monitor\nconversations created by the campaign, giving you an understanding about how\nthe campaign is performing. It also ensures that the campaign and brand content\nis easily searchable. Make sure your hashtags are easy to recognize,\nappropriate, and relate to the brand message.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>Social Media Mingling<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Churning out news is only a part of the job. PR\nprofessionals need to participate by interacting and engaging with those who\ncomment and connect with your campaigns, as well as with other campaigns that\nyour brand has an affinity with. This could take the form of retweeting other\nnews written by a journalist or influencer you want to cultivate, \u201cliking\u201d\nposts other than your own, or @replying to reporters to converse even when\nthere\u2019s no direct benefit to you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>The Facebook Page News\nFeeds and Newsrooms<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Experiment with a customized Facebook newsroom tab. It\nallows those with an interest convenient access to your news without leaving\nFacebook. Those who would rather not read the news don\u2019t have to click on the\ntab.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><a>PR-Specific Social Platforms<\/a><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">These are platforms like <a href=\"https:\/\/www.helpareporter.com\/\">Help a Reporter Out (HARO)<\/a> or <a href=\"https:\/\/profnet.prnewswire.com\/profnethome\/what-is-profnet.aspx\">PRNewswire\u2019s\nProfNet<\/a> that allow journalists to put out requests for\ninterviews, pitches, and quotes on topics for which they need expertise or\nresearch.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a>The Content Marketing\/PR\nCommunity<\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Similar to the way we think of our online audiences as a\ncommunity, it pays to think about colleagues in much the same way. Working in\nsilos is no way to build a great brand. Now that content marketing and public\nrelations are using the same social networks, it makes sense to collaborate.\nWhile marketing is focusing on voice, public relations is augmenting the\nnetworks with news and angles. When the two are combined, it could produce a\ncollision that catapults the brand\u2019s reputation and credibility way beyond what\nthe one function alone could have produced.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Once upon a time, marketing and public relations were two distinct functions. Marketing was primarily concerned with selling products and &#8230;<\/p>\n","protected":false},"author":12,"featured_media":6321,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-6320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social Media + PR = Social PR: A Winning Combination<\/title>\n<meta name=\"description\" content=\"Build greater brand recognition by combining social media and PR. 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