Everyone who is responsible for boosting the image of an an organization needs to learn how to write a PR plan that incorporates social media. For many people, this requires a change in mindset. Traditionally, public relations plans have focused on coming up with ways to generate coverage in traditional media outlets like newspapers, magazines, and broadcast news programming. While traditional media are still important PR considerations, they are not all that you need to be concerned with when writing a PR plan that can be effective in the 21st Century. Today, effective PR plans must also include a systematic approach to utilizing social media as a way of promoting your company or organization. Bellow are steps you can follow in order to write the best PR plan that incorporates social media;
- See what your target audience is thinking/doing
Twitter and Facebook are great tools to use when conducting research on your target audience, as these social media platforms are some of the most effective ways to gain genuine insights on your target audience’s interests, likes, and dislikes. Often, you’ll be able to uncover a trend in user personalities that can help you shape your marketing efforts by tailoring them to meet your audience’s needs more accurately. Even doing something as simple as a Twitter search can uncover some really beneficial information about a target audience. You can search for certain keywords in bios, or search for relevant accounts and users within the audience that already follows your account. Research provides a deeper dive into Twitter profiles so that you can optimize your social strategy for meaningful growth
2. Developing relationships with influencers & the media
Everyone is on social media these days, including influencers and key decision makers across every imaginable vertical. Social media is an incredibly useful tool for establishing and fostering relationships with these thought leaders in your industry, or media professionals covering material relevant to your brand. Pay attention to what influencers post, and don’t be afraid to retweet and share content that you find valuable. It’s important to strike up casual conversations with reporters on Twitter to let them know that you really liked their article and are working on something that you think they may like in order to open the door for countless opportunities in the future.
3. Using your content as an outreach tool
4. Managing your reputation
It’s much easier to engage with customers, respond to a sudden crisis, and communicate effectively with your audience on social media than on any other online channel. Most audiences are active on social media platforms, and by consistently engaging with fans on Twitter or Facebook, you’ll drastically increase the likelihood of generating brand loyalty with existing and new customers alike. This instantaneous social media connection that you have at your fingertips is the best way to alert your audience of something they need to know. Whether it is an emergency or not – users will appreciate that you’re making an effort to keep them in the know, and set the record straight with any current event related to your business or product.
5. Showing consistency
Your website, store, social channels, and overall, every single one of your marketing tactics, should help build a consistent online presence for your brand. Building consistency across each of your publicity channels helps to build brand recognition, reinforce your overall messaging, and create brand credibility. By leveraging a consistent brand presence and incorporating your brand’s narrative voice into all of your social media posts, you can ensure that your brand is reinforcing consistent messaging. Social media and public relations go hand in hand, and can easily enhance any publicity tactics that your brand is practicing. To understand your audience on a deeper level and engage with them in a way that fosters brand loyalty and recognition, PR efforts coupled with social media might just be the missing piece you’re looking for.