4 ways PR pros can stay ahead in today’s digital world

Social media. Very few (if any) industries have not been impacted by its ever-increasing popularity and ubiquity. But the PR industry may just be feeling it the most (next to […]

April 4, 2016 // Bonnie // No Comments //

Social media. Very few (if any) industries have not been impacted by its ever-increasing popularity and ubiquity. But the PR industry may just be feeling it the most (next to traditional journalism, of course).  And for PR pros this means having to evolve the way you do your job.

Credit: mccollinsmedia.com

So what can you do to make sure you stay ahead in this increasingly digital world? Here are four tips that will help keep you at the top of your game:

1.  Stay ahead of technology

New social networking sites, and frequent changes to the biggest ones (hello Facebook), mean you need to stay in touch with what’s happening on a regular basis. Whether you use digital media to promote and foster your personal brand or that of your clients, it’s important to know the platforms inside and out. At least once a month, make it a priority to review and become familiar with any changes that have been made.

2.  Make an online presence a priority

This is important for developing your personal brand as a PR professional, and it also ensures that you’ll have a through understanding of the digital medium – which means you’ll be able to do an even better job for your clients.

Make sure you have LinkedIn and Twitter accounts, in particular, and be as active on them as possible. Take time every day to interact with people on Twitter. Follow thought leaders in your industry, read the content they share and retweet when applicable. You’ll find this helps you grow your professional network and pretty soon you’ll find that those people are sharing your content in return.

It’s also a good idea to start a blog and publish original content on a regular basis. Then share this content with your various social networks.

3.  Make media relations an online affair

Today’s journalists spend a great deal of their time online looking for story ideas and sources. Incredible pressure comes from having immediate deadlines and the need to produce relevant, and interesting, content for an audience who can consume media whenever and however they want. Meet journalists where they are – online – and you’ll find it benefits them as much as it benefits you. For more on exactly how to do this, check out my earlier posts on utilizing online media relations tools.

4.  Make everything you produce digital friendly

The prevalence of social media has conditioned how people consume information. Make sure all the content your produce is appropriate for digital channels. This includes sending pitches to journalists by email rather than phone, writing tweet friendly press release headlines and producing social press releases.

Think multimedia. Content doesn’t have to be limited to print; videos, audio and photos are social media gold.

For more tips on being a PR master in the social media world, check out: