A great public relations strategy shapes the perception of your business for both consumers and investors alike. Establishing a firm social media and web presence allows a brand to continuously connect with its stakeholders and consumer base, relaying information, values, and evolving company practices in an interactive and visually exciting way.
Ultimately, public relations aims to attractively frame a brand’s intentions and motives to the public. Since many, if not most, people gravitate toward social media and other digital platforms for information nowadays, developing a PR strategy that uses these platforms to communicate with the public makes sense.
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Exploring Written Content
When incorporating content into your PR strategy, there are new avenues you can explore.
Blogging
Blogs are a fantastic way to announce upcoming changes or improvements to your business. Though brief announcements can be detailed in social media posts (we will address this below), news that may be accompanied by a variety of questions and concerns can best be explained through blog posts. They also offer opportunities for customers and stakeholders to explore the rest of your website through internal links, which will direct them to other relevant web pages. Blog topics can range from exploring the inner workings of your business to explaining new laws that may affect your business practices or changes in leadership.
Email Newsletters
Stakeholders and customers alike want to know that you’re being entirely transparent about what your business and brand are up to. Like blog content, frequent email newsletters allow you to relay this information appealingly. However, newsletters have a slight advantage over blog content because you can make them more visually assertive and include a variety of subject matter in one email. Plus, these newsletters are delivered directly to the subscriber, whereas blog content tends to be delivered through search engine results pages (SERPs) and social media links.
Incorporating Social Media Content into Your PR Strategy
Social media content is fun, attention-grabbing, cost-effective, and available round-the-clock. Each platform has its strengths and should be used accordingly. One of the most effective PR tactics is creating short-form video content. From a PR perspective, this is a great tool for business owners and team members to have digital face time with their audience. Platforms like TikTok and Instagram allow you to livestream whenever you’d like – this means investors and customers can ask you questions and receive answers in real time, and your audience can get a glimpse behind the curtain of your brand.
Since short and long-form video content is extremely popular at this time, it is also crucial to find the right video editing resources to execute visually stunning final products. Therefore, PR businesses should consider offering video editing courses to team members to effectively create professional quality content your audience will fall in love with. The ideal course will cover how to capture, edit, and encode this digital content.
Other valuable social media content to create for PR purposes include influencer collaborations and user-generated content. Collaborating with popular digital influencers and actual customers allows you to spread your brand messaging authentically indirectly. Choose those influencers who market your brand well and have a loyal following that tends to interact positively with their usual content.
Helpful Content Development Tools
To create compelling content, work with social media management tools that simplify the process and polish the product. Choosing content topics is perhaps the most important part of content creation. Tools like Google Trends can highlight what topics your target audience is most interested in right now. Once you have your topics down, it’s time to create the actual content quickly and efficiently.
Applications like Canva allow you to quickly generate images and videos through helpful resources like their Brand Kit, which collects color palette, font, and logo details about your businesses so you can easily apply them to graphics templates. Other tools, like Hypeauditor, direct you to the right influencers who can represent your brand well, all while allowing you to track social media account growth and analytics.
It is also time-consuming to manually post on individual sites each day—resources like Storrito help schedule posts across multiple platforms. This application in particular allows you to edit, plan, and post Instagram and Facebook stories. These time-saving shortcuts are incredibly useful when juggling multiple clients; more time can be spent on the creative process of developing quality content over managing the output and monitoring the effectiveness of the content.
