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 & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.