I’ve had this question in my mind for quite a while; What is the relationship between social media and PR? I’ve always felt unskilled at PR, yet social media excites me. And as I looked at which kinds of people were picking up on social media and how firms were using it – I noticed that it seemed to fall into the “PR” category. But I’m not a PR expert. So I decided to take my curiosity to Twitter and to a couple PR and media relations professionals Chrissanne Sternal of @SternalMrktg and Scott Bradley. @ScottBradley is the social media master behind the @TPEntrepreneur (Toilet Paper Entrepreneur) Brand of books, seminars and cult following.
Here is a summary of our discussions:
Q1. What’s the relationship between social media and PR?
SternalMrktg: @DIYMarketers Social Media is a great way to supplement your PR and can do great things to build ur brand #DIYMKT
t_s_f: SM and PR work hand in hand. Use the tool that works best for your firm and clients.
bradfordshimp: Q1 – Social media is a great place to connect with and get to know news people. #diymkt
ScottBradley: The relationships between social media and PR is that one supports the other #DIYMKT
SternalMrktg: Q1: Social media removes the traditional media filter in PR. With SM u can speak directly to ur audience. #DIYMKT
jamesdadd: #DIYMKT Social media creates communities, PR targets communities.
: Building a social media platform is essential to get the most out of normal PR hits #DIYMKT
: Q1 social media adds the opportunity for dialog to a PR camapaign #diymkt
: Q1: With Social you can get your message directly thru without the press controlling the message. #DIYMKT
: SM allows PR to extend the reach of a message and personal relationships in a way that wasn’t possible before #DIYMKT
: Both SM and PR are about building and maintaining relationships. They just do it in different ways. Both are very effective. #diymkt
: Q1: SM allows you 2 communicate directly w/ communities. PR engages the experts to add that third-party voice. #diymkt
Q2. What are your tips for integrating social media and PR?
: #DIYMKT hardest part of PR to an SM community is your messaging mix, too much PR and they will turn off, just enough and they will adopt you
: If you want to integrate social media and PR…figure out your backend marketing funnel FIRST before anything else #DIYMKT
: Q2: Approach your press releases like u do ur blogs/Web sites. Make sure SEO is a big part of press releases. #DIYMKT
: Q2 keep ‘media speak’ for PR, just be authentic when using SM #diymkt
: Q2: Be very mindful of the keywords and anchor tags you use in your social media press releases. #DIYMKT
: Q2 – Social media helps push PR to new and unique places – as in you don’t know where it will be picked up and by whom. #diymkt
: Q2: Integrate by connecting with media ppl on Twitter & engage in convo w them so you can build a relationship #DIYMKT
: Q2: Don’t just blatantly pitch media on Twitter, but DO engage w them. Ur chance to pitch will make itself available #DIYMKT
: Leverage web 2.0 technology for traffic to places on the web…not making direct sales (Biggest mistake people make with SM) #DIYMKT
: #DIYMKT You have to get adopted by the community, foster relationships, friends and give something back don’t just push a message
: Once you know where you are pushing traffic…then figure out what you want people to do next….Opt-In to a list/join RSS feed etc. #DIYMKT
: Q2 use SM to engage people at each major touchpoint between u and your customers/target will enhance PR activities #diymkt
: Be known for being source of useful info… ppl want VALUE from communication, time 2 imp for nonsense tweets #DIYMKT
: Q2: Have a focused message in both forms of outreach (SM & PR) otherwise you may muddle your identity. #DIYMKT
Q3. What are the biggest social media mistakes that hurt your reputation?
: Q3: If you use social media the wrong way, it can hurt your reputation. Don’t just use SM to sell to people. #DIYMKT
: The biggest mistake that most people make with social media is trying to “Marry Customers” On the first exposure #DIYMKT
: Q3: Use traditional rules, too. Make sure ur cognizant of not saying anything that will offend certain publics. #DIYMKT
: @DIYMKT Mistakes, appear as an automated messager, little or no interaction, and not giving back
: Q3: social media spam is the easiest and fastest way to kill your image.
Q4. How do you bring an offline community online?
: Q4 show the offline community that SM is relevent- its about content AND conversation #diymkt
Q5. What’s your favorite tool for managing your communities? Is there one or do you use many?
: Q4: Make it easy for them to understand. Facebook is a great entry for many since they already use it on personal level. #DIYMKT
: Q5: I use so many and I’m always trying new ones. Tweetdeck & Hootsuite r great for managing twitter efforts #DIYMKT
: Q5: After building a relationship on twitter, I like adding new ppl as LinkedIn connection. Easier 2 keep track of their profile #DIYMKT
Q6. Where can we go to learn about using social media as a PR tool?
: Q6: You never know where a PR opportunity is going to come from. Getting Twtter keyword alerts can help. #DIYMKT
Q7. If you could only do 2 PR tactics what would they be?
: Q7: #1 I would definitely do a SEO-enhanced press release to drive traffic to your blog/Web site. #DIYMKT
: Q7: Tactic #2 PR tactic would b to learn how to pitch ur company in 140 characters for when u CAN pitch on twitter. #DIYMKT
Q8. What should each of us to RIGHT NOW to improve our PR with social media tools?
: Q8 use PR to create a reason to have a dialog/interaction with you, forget about selling to them