Once upon a time, public relations (PR) involved little more than releasing a periodic press release. However, that was before the rise of platforms like Instagram, Facebook and Twitter, which drastically altered the landscape. Today, social media & public relations are inextricably intertwined, shaping public perception at lightning speed.
The Bvlgari launch of their Man Glacial Essence fragrance, for example, is the type of event that would once have been comparatively low-key and localised. MCI's experts, however, leveraged the power of social media and VR technology to create an immersive 360-degree virtual brand universe for the gathered press, influencers, and their huge numbers of followers.
Taking audiences on thrilling alpine experiences, a much larger number of people were able to discover the fragrance in a multi-sensory way. In this article, we look at a range of instances in which social media PR can be used and how public relations experts can leverage digital platforms to enhance brand reputation.
The transformation of PR through social media
Before social media & public relations became such close bedfellows, traditional PR focused on the flow of information but through tightly controlled channels. Most often, this involved putting together press releases, holding press conferences and developing journalistic relationships to ensure media coverage.
Traditional PR channels also included:
- Press conferences - Live events held to make major announcements or to address important issues with the media in attendance.
- Print media - Magazines and newspapers were primary channels for the dissemination of information and securing editorial coverage.
- TV & radio - New segments on the radio and TV were crucial for reaching as wide an audience as possible.
- Direct mail - Brochures and newsletters would be sent directly to stakeholders in order to keep them informed about company developments and news.
- Public speaking - Conferences and industry meetings offered an opportunity to build both authority and visibility.
- Networking events/Trade shows - Direct interaction could be enjoyed with industry peers, potential clients and media reps at industry-specific events.
While these one-way PR options still exist today, they can be massively complemented and interconnected through the use of social media. The PR meaning in social media circles is far more immediate, impactful and much less predictable. As such, the traditional gatekeepers no longer control the flow of information, meaning brands can talk directly to their customers.
Global, two-way communication 24/7
The combined power of social media & public relations provides a two-way channel through which instantaneous feedback can be given. However, due to the dynamic and ever-changing nature of online spaces, the public perception of a company can be much more volatile and influenced by the opinions of online communities.
It's also a 24/7 global discipline, with brands now able to share developments, updates and news across all geographical boundaries. This immediately carries with it many benefits in terms of quick reaction, but the task of managing a brand's image requires constant monitoring.
Consider the case of Airbnb's We Accept campaign in 2017, launched in response to concerns over discrimination within its community. It was able to quickly and impactfully announce its commitment to inclusivity and combine it with a Super Bowl commercial.
Using traditional means, this kind of response would have required considerably more effort, been actioned far slower and, as a result, likely been much less effective.
The analytical advantage of social media in PR
The advent of social media has undoubtedly revolutionised the discipline of PR, offering previously unattainable possibilities. However, the benefits of integrating social & public relations extend far beyond immediacy and global reach.
Laser-focused targeting
Social media platforms offer sophisticated targeting features that can be a real game-changer when putting together your PR campaigns. Facebook, Instagram, Pinterest and even Snapchat offer detailed analytics options, allowing brands to tailor their messaging with laser-targeted focus. Insights are provided across a range of metrics like:
- Audience behaviour
- Purchasing history
- Preferences
- Feedback
Rather than having to use a scattergun approach, segmentation can lead to super-personalised social media & public relations campaigns that resonate much more deeply than before. Conversations about your brand can be tracked, allowing you to comprehend sentiment trends and create a feedback loop that informs all your future efforts.
Social media PR gives you incredible reach, highly personalised engagement and priceless insight for your campaigns. They're advantages that empower brands to better communicate, as well as build stronger customer relationships that evolve when they need to.
