PR Agencies and Social Media: Tips to Power Social Brand Building

PR professionals today are using social media to either supplement or add to their existing strategies, signalling an evolution in the role of PR over the last few years. Public relations specialists were among the first few to understand the power of social media, making them leaders in the social space.

Along with handling website content, more and more PR pros are responsible for their company’s and clients’ social media presence. The gradual shift towards, what industry experts call ‘the social media release’, indicates how the traditional long-form press release is changing. 

What gives the modern PR firm the edge over its yesterday’s counterparts is the fact that today’s public relations professionals are more open to syncing social media with their existing strategies. Whether it’s in-house assignments or working for external clients, PR agencies understand that surviving in the digital space is centred on getting their social media strategy right.

While mass social media platforms such as Facebook, Twitter and LinkedIn will continue to be important to a certain extent, niche, industry-specific networks are expected to be of greater value in the future.

In the next five years, the most important tools in PR will be monitoring and measurement tools. PR specialists, as well as their clients, will be more concerned with what happens after a message is out there. We expect PR companies to not only dedicate a budget for their social media efforts in the future but also hire social media specialists to handle their client’s social media activities. 

The social media world is dynamic; however, the job of the PR person remains the same: generate positive coverage across media to help build brands. It will be interesting to see how PR pros in the years ahead will leverage the power of social media to do what they always have been doing; communicating and connecting.

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Vivid Media (Pvt) Ltd is a Digital and Social Media Marketing company in Zimbabwe that delivers continuous growth for our clients. Our exclusive methodologies is a result of years of experience in working with diverse clients to deliver customer acquisition goals through search engine optimization (SEO), social media marketing (SMM), and Pay Per Click (PPC) and online media advertising.

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