PR and social media: a powerful duo for building your brand
PR creates news value; social media carries that value to your target audience.
PR and social media are two speeds of the same story. PR is slower but more lasting; social media is faster but more fleeting.
A piece of media coverage gains a second life when it is framed well on social media. Conversely, a topic that takes off on social media can be turned into lasting authority through PR.
For these two channels to work together, a shared content calendar and a common set of messages are essential.
Measurement needs to be unified as well: if the volume of coverage and the engagement rate are not read side by side, impact is only partially assessed.