Here at THR33FOLD, we believe social media is integral part to public relations. Technology is getting more advanced on a daily basis, and public relations, like all fields, needs to keep up with it. Social media and PR should not be separate; in fact, we think social media is the new way to do PR.
This combination is something so necessary for any marketing agency or public relations agency to not only incorporate, but also integrate, and here’s why:
PR is all about keeping up with the times.
One thing’s for sure: Public relations isn’t going away. Every company needs it. But it needs to be effective. If your firm doesn’t incorporate the newest and hippest ways to communicate, your competition down the street is probably going to get the prospective client you want. Public relations is literally communication on behalf of your client, and if you’re not communicating to your audience the way they prefer, it can be deemed ineffective.
Connecting with influencers is the same at connecting with media.
Everyone in PR knows the process to contact media, which is known as the pitching process: research your client’s industry, build your media list and create a press release, pitch or media alert (depending on the type of news you have), then follow up. The exact same process happens for influencers—whether you want to be a post on his/her blog or you want to get on his/her Instagram, you have to reach out. If you do your research well and establish a good relationship with the influencer (as you would a reporter), your ultimate goal in public relations becomes a reality.
Soon, social media will be incorporated into PR programs at universities.
Major universities are also keeping up with the times—they now provide courses and certificates in social media and e-marketing. Universities also have new programs entirely dedicated to social media (or incorporated into the PR or marketing programs). This means the young professionals coming out of college will have an advantage to those that have been in the business and haven’t dabbled with social media.
The most effective way to run a campaign is to tackle all areas of the communications industry —integrated marketing, advertising and PR. Social media can be categorized as any of those three aspects of the communications industry. And THR33FOLD believes a fully integrated marketing campaign — with concentration on social media like public relations — really provides the most effective communication to a mass audience.