Why PR and digital marketing are connected—and how to capitalize | Public Relation
If you fail to connect PR to social media and content marketing, you’re
missing an opportunity.
Even before there were social media platforms to consider, it was
always true that once you’d earned a media placement through public
you needed to share it. You’d post it on your website, maybe send it out through your customer
newsletter, and share it internally with your employees.
Today, in addition to earned media, you have owned media, which includes
content you’re self-publishing. Plus, you have social media, which makes it so much easier to share your media coverage and your content with
all the audiences you must nurture.
Overcome your biggest challenges in internal comms, PR and social
Of course, this should be a significant boon to our public relations
efforts. Alas, it doesn’t always work that way.
PR pros often hear this from clients: “Oh, we just need you to handle our
PR. We’ll handle social media.” Or: “Self-published content? Oh, we just
post that to our site. Visitors will find it if they need it.”
However, anything that’s generated by your PR efforts through earned media
needs to be shared on social media, and any content you self-publish might
not be found randomly, unless PR efforts promote it to help the people that
can benefit from it find it.
It reminds me of the famous quote, “If a tree falls in a forest and no one
is around to hear it, does it make a sound?”
Media coverage earned through public relations efforts or self-published
content simply doesn’t go as far without amplification. It must be shared
to get all the mileage you can from it—or, as influencer Andy Crestodina
might say, to “squeeze all the juice from it.”
Besides, it just makes sense. You need content for your social media
PR and content marketing
are great ways to help fill your social media calendar. One cannot function
without the other.
The point is, your efforts can’t survive on their own. You can’t partition
social media, content or public relations off in their own little corners
of the world. Everything you do should be feeding into the
PR/social media/content pipeline. All content generated either internally
or through earned media should be part of that.
Here are the moments in this lifecycle:
- A PR placement is earned or content is generated internally (a customer
story or infographic, for example).
- It’s posted on the website.
- It’s shared on social.
- A potential customer sees the social media post, visits the site, reads
more of the brand’s content and starts following it.
- A few months later, they come on board as a customer, after following
the brand on social media and seeing all the great content it shares.
See how it all works together? Integrate your PR, content and social media
efforts for better results.
Michelle Garrett is a freelance writer and PR pro. Follow her on
Twitter @PRisUs. A version of
this article originally ran
on her blog.