With social media being the most common way of connecting with your current audience as well as capping in on new followers, it can be easy to neglect having a PR strategy in place. Companies have taken to social media platforms like Facebook and Twitter to release statements for company events, product releases and crisis management, but there are several benefits for having an established PR strategy.
Having a social media strategy helps increase your exposure as well as allows you to communicate with your following, but having a PR strategy is an effective method of communicating your goals and activities.
While you may want to quickly release a message, a formal press release looks more credible to your following over posting a Facebook status. Press releases and other forms of online publicity help fuel editorial coverage and they aid in gaining a favorable mention of your business in media outlets.
When your company is sending out press releases, you’re in control over the message you want to send to the public. While some media outlets may not run your press release verbatim, the press release is a resource for fact-checking rather than false information being spread about your company.
With competitors fighting for attention from the same targeted audience, having a PR strategy to build awareness and create a positive image about your brand is another means of supplementing your marketing efforts. Because the press release’s purpose is to distribute company news to the public, there is a chance your press release could be featured on other publications.
Having a good PR strategy in place isn’t just about generating positive media coverage about your business, but it’s also about being able to handle problematic situations such as negative reviews, employee-related scandals, or lawsuits filed against your business.
While digital marketing and public relations have their respective benefits, the success of both are not mutually exclusive. Both work better together than they do independently when it comes to communicating messages and gaining the most appropriate coverage.