How PR agencies can stay with the times over social media

Social media has wormed its way into almost every aspect of our lives. It’s changed the way we communicate with friends and colleagues, get information or even complain about a service. And it has also changed how we carry out our daily work, which is especially true for PR, journalism and other media related professions. As a B2B PR agency, what’s required of us is constantly changing and developing and we can’t expect it to stay the same.

We often ask ourselves how PR agencies can adapt to the latest social media technology in their day-to-day work processes, and we think that the following steps are the best places to start:-

-Combining traditional and digital: Today a short video on Instagram, Facebook or Twitter tells a story as well as promoting brand awareness. Traditional PR still exists, but agencies are pressured to create other services (digital teams) to close the gap between digital and traditional PR.

-The most important word is integration: We always encourage our clients to go for an integrated PR strategy, as a campaign should never focus only on one aspect of communication. PR agencies need to combine PR, digital marketing as well as SEO or affiliate marketing in their communication strategy.

-Always interact: It’s never been easier for a PR agency to interact with the client customers to catch the latest points of interests. This could lean into new stories and campaigns.

– Pitching: More and more journalists are turning to social media to make media requests, and a PR pro would be wise to make regular checks over the likes of Twitter to see how they get coverage for clients.

So, if you are creating a new PR campaign, make sure you take a holistic view of how you can get your client’s name known by making the most of all of the channels you have access to. Integrating SEO, PR and social media to combine traditional and new PR opportunities is a way of building brand awareness and ensuring a well-balanced marketing mix.

Frieda Pries is the latest recruitment at Skout. She likes blogging in at least two languages.

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