In my last couple of posts, I have explained how a solid digital public relations (PR) effort can benefit your company’s SEO and Content Generation efforts. In this final piece of this series, we are going to look at the social media benefits of digital PR.
Benefit #3: Social Media
Companies of all sizes and in just about every industry are desperate to figure out social media and find ways that they can stand out from the ever-growing glut of social brands competing for the same news feeds and followers. Building a close relationship between your public relations and social media teams may be that advantage your company needs…
When discussing the relationship between PR and social media, I always have to start with the editorial calendar. If you are in PR, you know editorial calendars. Publications have been using them for ages. Some of you might even be already using an internal editorial calendar to keep your company news and pitches organized. If you are, great, expand it. If you aren’t, then create one.
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Editorial calendars are critical to keeping your company’s messaging consistent across the multiple channels that you distribute content through. By having these teams together and combining information for your blogging, PR, email and social efforts, you will have a comprehensive plan that ensures your content is spread among all of your major channels. The bottom line is that cross-pollination between multiple teams and multiple channels is key when it comes to creating an effective digital marketing strategy.
Additionally, the close relationship with your social team can give your PR team a huge advantage in crisis communications. Social community managers can give a PR team an important heads up on issues that may be bubbling to the surface and will need to be addressed through crisis management. Social media offer real-time feedback, so any downward trends in public sentiment about your brand can be detected early on from social channels and then addressed proactively on the PR side.
There you have it. Three distinct areas of digital marketing that can greatly benefit from a strong digital public relations effort: SEO, Content Generation and Social Media. Of course, there are many more benefits to bringing your PR efforts online beyond these three. In future posts, I will highlight more of these benefits and how you can capitalize on them.