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Social Media is PR’s Swiss Army Knife

November 14, 2017
Posted in Blog
November 14, 2017 sarah

Social Media is PR’s Swiss Army Knife

Who doesn’t like a Swiss Army Knife? It’s a great design, it fits neatly into your hand, and it gets you out of sticky situations. Everyone should have a Swiss Army Knife , it should be the law.

Every PR practitioner, whether in-house of agency, should be using social media. It should be the law. Through social media you can reach the influencers, you can stay on brand with your messaging, you can build media relations, you can speak directly to your audience, and you can get your message across. It helps with SEO, it drives people to your site and it helps you deal with negative stuff.

So here are just a few tips to get you started and get you thinking about how to use social media to amplify your marketing and PR campaigns but before you start, just take a while to get prepared. 


Check out what’s making the news in your particular industry and take a look at what your competitors are doing. Where are they mentioned, what is their latest content about. It will give you a better understanding of what works best for social amplification but also which journalists and influencers to target. There are several free tools you can use for this. Even Google news uses social engagement in ranking stories.


Formulate a plan to share your positive mentions and your content. You need to keep that content fresh and a strategy that keeps it evergreen. People don’t always react to something they see for the first time so change the headline, change the content slightly, change the angle of the story, use different quotes and new images – tweets with images receive 150% more retweets than those without . “One and done” is not a good strategy.

Encourage your team to retweet/share content as well as your influencers and your customers or clients.

Promote earned media. If your PR efforts have resulted in some earned media coverage – either some news or a  feature. Promote it. Your social media followers clearly have an interest in your business or what you do and hearing or reading about your media  coverage might just tilt buying decisions in your favour.


It used to be PR practice that when a story broke, the PR pros would be straight onto the journalist to offer comment from his client or his boss. Now you can respond immediately through your own social channels and your arsenal of content. You might just attract the attention of the journalist looking for angles.

In my next guide ‘How to Use Social Media to Maximise your PR’ I will show you how to use social media properly to extend your reach. I’ll show you exactly how it can help your PR and how to use it to reach those all important influencers.

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