Back in the day, public relations meant press releases, stuffy press conferences, and companies hoping that their messages wouldn’t get lost in the stack of newspapers on the consumer’s doorstep. However, those days are long gone, and right now, things are quite different.
Between the online world and its social media platforms, brands aren’t just able to produce press releases and call it a day. They have to generate thoughtful engagement with their audiences, connect on a more detailed level with their customers, keep track and get involved in real-time conversations, and more.
Two-way communication channels
Once upon a time, Dove shared a photo of three real women with different body types in their underwear. This moment generated instant conversations, millions of shares, and a massive boost in brand adoration from the public. It goes to show that social media platforms aren’t just about posting status updates and announcements anymore.
It’s about handing the control over to the audience, listening intently, and joining the conversation. An excellent example of a brand doing this right is Wendy’s or dbrand’s sassy comments and replies on X. Those aren’t just posts, they’re invitations to a two-way street of respect and connection.
Human touch
It’s time for brands to forget about the carefully curated press releases. Today, companies are sharing messy hair bedhead selfies, like Glossier’s founders showing their morning routines, or behind-the-scenes factory snapshots, like Patagonia documenting its sustainable practices. This raw authenticity is what resonates with audiences worldwide. People connect with people, not faceless corporations.
Improved audience targeting for maximum impact
Back in the day, brands had to invest a lot of time and effort in looking for their target audiences and ideal consumers. Fortunately, these days, they have social media platforms and their algorithms that are able to pinpoint a brand’s ideal customers with incredible accuracy.
These tools allow any brand to ensure their messages will be able to reach the right people, those who will truly care about what the brand has to say, and what it has to offer maximizing impact without wasting time.
Navigating platforms and striking a balance
Of course, navigating today’s digital platforms isn’t all sunshine and rainbows. Trolls can be found in the shadows, misinformation can spread faster than wildfire, and one bad tweet can ignite a PR crisis. But the rewards are worth the risks. Social media, used wisely, can be a PR superpower, allowing brands to build a large group of loyal fans.
It also helps brands turn PR crises around with the right strategies or responses. Companies can track the likes, comments, emoji reactions, and more of their audiences, which helps in tailoring messages according to the desires of the consumers, making the audience feel seen and heard.
Social media isn’t just about fluffy engagement. It’s about driving real results. Companies should track conversions, measure their impact, and work toward improving their bottom lines. Social media isn’t just a PR tool, it’s a chance to get rid of the boring PR strategies that are no longer working and start building genuine audience connections.
Read more from Ronn Torossian:
Ronn Torossian on SoundCloud
Ronn Torossian on AgilityPR
Ronn Torossian on PRNews
Ronn Torossian on Entrepreneur
Ronn Torossian on Crain’s
