Public relations (PR) at it’s core is designed to manage the spread of information between an individual and an organization – bridge that together with social media and you’ve got yourself a dream team! PR traditionally consist of several different factors such as:

  • Building brand awareness
  • Creating interest
  • Brand management
  • Stimulating Demand
  • Providing Information

Traditional marketing efforts alone are good; but, when combined with social media advertising, they can propel brands and influencers to achieve heights of success that were previously limited.

What Does Social Media Advertising Consist of?

Social Media Advertising is defined as the process of serving up digital content via websites or social media sites with the intention of gaining traffic to increase impressions and, furthermore, drive a specific call to action. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks.

Social media advertising capabilities include but are not limited to:

  • Driving traffic to websites and stores
  • Driving online sales
  • Driving brand awareness and loyalty
  • Event Promotion
  • Product Promotion
  • Brand to consumer engagement

Why Bring in Social Media? 

Social media allows brands, products and influencers to reach their targeted audiences on a more personal level. Add in compelling creative that evokes a positive emotional connection and the consumer will be more likely to engage. Positive engagement develops trust which in turn becomes loyalty.

Speed is another major factor to consider.  In an age where news travels at the speed of light, social media provides a platform where omni-channel strategic campaigns can be executed immediately and efficiently.

Key Practices to Keep in Mind When Using Social Media with Public Relations

  • Make your ads noticeable
  • Stick to a strong focal point
  • Insert brand personality
  • Create an information reward
  • Use strong calls to action
  • Keep messaging consistent
  • Create emotional reward

How to Seamlessly Merge Public Relations and Social Media 

As with any campaign, the client’s goal for the campaign is paramount; it must be clear and concrete so the objectives of the campaign are succinctly defined. Then a strategy can be developed where the duties of both social media and public relations are outlined, so as to support and complement each other. Desired content and messaging should be relevant to and delivered in a timely manner to the target audience.

The End Result:

Public relations and Social media are two separate beasts – they always have been and always will be. But, when properly aligned, brands and influencers increase their chances of success.

 

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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