PRTHE DEFINITIVE GUIDE TO PR

AND HOW IT DIFFERS FROM SOCIAL MEDIA

Social Mediavs.

Many businesses that usetraditional PR are unsure of thepurpose of using Social Media.

Will it replacemy PRcampaign?

Is it even as effective?

Will it reachtheappropriateaudience?

Social Media does not replaceyour PR efforts, but it does

Think of social media as moreof a tool instead of a

"replacement."

enhance them.

PR and Social support eachother, creating a multi-

faceted campaign that canreach more people.

There are manydifferences, however,

between the two practicesthat are important to

remember.

"Voice" vs. "Angle"

In PR, you're constantly looking for a new angle

to approach your topic. The most successful

pitches are those that are new ideas, tug at emotion, or

inform the audience.

PR

"Voice" vs. "Angle"In Social Media, angles are okay for selling an item, but what is truly important is your brand's voice. Whether the "personality" is humorous, serious, caring, etc. it needs to be consistent and appealing to your audience.

Content

PR releases go through dozens of drafts, approvals, and

rewrites. Using AP format and flowery writing, PR releases

need to be both thoughtful and informative.

PR

ContentSocial Media is more "to-

the- point" and casual. Keeping

your tweets under 140 characters eliminates

AP formatting and detailed writing. Use your socials

to link to the more concrete writing and releases.

Relationships

Publicists pride themselves on theircontacts in the media. Relationships cantake years to cultivate and sync up. And,frankly, the media isn't always interested inwhat you're pitching.

PR

RelationshipsSocial Media allows you to reach everyone. Publications, reporters, consumers, and officials are all tweetable. Using the right optimization tools means someone will always see what you have to say.

ConversationPR is about sparking the conversation. You want tobe the first and the most knowledgeable, as wellas the "go-to" for any publication that needs anexpert. You need to keep up with and reach out tocontacts and reporters constantly.

PR

ConversationOn social networks,thousands of conversationsare happeningsimultaneously. Find whatyou can speak about andjoin right in! Monitorconversations about yourbusiness and takethe opportunity to provide customer service.

TimingWhile both practices rely

heavily on timing, PR isabout the planning and

execution of events.Timing is on your side if you

plan correctly.

PR

TimingFor social media, timing is extremely important. An ill-timed post can mean no one will engage. It can also mean that you were too late on a topic. Social media is extremely fickle, and unforgiving to those who make faux paus.

Results In PR, any "hit" could be huge for your brand. When

successful, the results can be immediate. Whenbotched, the results could ALSO be immediate.

PR

Results For social media, results can take longer to cultivate.You may not see success in your social campaignsright away, but it's more about building an audienceof loyal followers.

MAGGIE MURPHYMaggie Murphy is a social media junkie who loves all things design. A graduate of the Fashion Institute of Technology, she’s been blogging about photography, fashion, trends,and pop culture for six years.

About the AuthorSocial Media Coordinator, Didit and HLD

HLD COMMUNICATIONSHLD is a one-of-a-kind marketing firm where creatives and techies speak the same language… and share a single-minded focus.

This is “The New Marketing” that links left- and right-brain thinking, creativity with technology and traditional with digital.