Tag Archives: social media

The importance of public relations can be seen in Google’s Fight Ebola Campaign, where following the outbreak of the Ebola virus in 2014, a strategy implemented by the public relations was able to attract the media’s attention and raise $7.5 million as donation to the people in need.

Public relations strategies – whether to promote a brand or to raise donations for an affected community, have always managed to engage and inform audiences. However, what about the pandemic? With the escalating number of Covid-19 cases, people are panicking and their focus is no longer on business developments. As a result, it is evident that PR strategies cannot continue as usual and instead, the public relations sector has to adopt new models and techniques.

Work From Home

Student, Typing, Keyboard, Text, Startup

Even though the objective of the public relations sector in the lockdown scenario is to sustain brand communication strategies, PR practitioners should be sensible and work from home only. The reason is not only to keep all the employees safe but also to keep the company’s name out of headlines as a probable cause of the coronavirus spread. For example, no company would want to bear the responsibility of spreading the virus as did Biogen, an American multinational biotechnology company that held a conference in a hotel and was consequently blamed for the spread of the virus in eastern Massachusetts.

But even at home, PR professionals are recommended to work 24/7 so as to maintain the stability and come up with creative and innovative ideas and strategies to bring the company in the limelight even in this lockdown scenario.

Stop All Non-Essential Conferences and Launches

Meeting, Addis Ababa, Ethiopia, Hall, Conference

Without a doubt, it can be said that press releases and launches are key elements in public relations. However, with the pandemic and the number of rising Covid-19 cases, there is absolutely no time for any latest announcement.

The reality is that now people are focusing more on the current situation rather than company news or new brands. Therefore, a smart move will be to cease all press releases and product launches until things start to go back as usual.

Focus On Online Services

Online Marketing, Internet Marketing

Digital PR is the future of public relations.

It is obvious that during the coronavirus pandemic, with movie theatres, pubs and restaurants closed, people are stuck at home and hence have been spending more and more time online. Even though in-person events and conferences are out of bounds at the moment, the public relations sectors can still make the best use of this situation. Now, the question that arises is how.

First, PR practitioners can start searching for ways to use the online world to support and promote PR strategies. For example, one can create webinars. As the name suggests, it is a blend of web and seminar. In layman’s terms, a webinar refers to an event that is organized virtually and is attended by an online audience. The interactive feature of webinars allows a presenter to reach a large and heterogeneous audience from all over the world. The speaker can share PowerPoint presentations, web pages and videos and the participants can also share audio, documents and even engage in online discussions.

Moreover, regular videos can be made and then posted on different new media platforms.

Make Full Use of the Social Media

Phone, Display, Apps, Applications, Screen

Needless to say that during the lockdown, social media has gained much popularity and has become the most crucial tool of information for the general public. As a result, public relations can use different social media platforms like Facebook, Instagram, Twitter and much more to build and maintain people’s trust in the organizations.

For instance, it is important to make sure that all of your information on social media is up to date.

Next, you can search for interesting methods on how to spice up your social profiles and feeds. For example, experts recommend the use of visuals. As images can speak louder than words, similarly, visuals can set the perfect tone and enhance the image of a brand or a company. Some of these ideas are:

  • Color palette – It is believed that color is more than just a visual aid and is crucial for branding and marketing. Colors can convey emotions, feelings and can capture attention of people.
  • Logo: No one can forget the logo of McDonald’s. Hence, a logo should not be taken lightly and instead should be used as an avatar on social media platforms.

Public Relations is an integral part of today’s society and if you want to learn more about the new PR strategies, don’t forget to come back for part 2.


Creating an efficient Social Media strategy for your company may be a frightening task. But with a selected plan and resources, it is accomplished. Therefore, before launching into the deep trenches, I’d prefer to offer the following do-it-yourself tips to help you organize your thoughts and develop and execute your plan:

1. Know your ultimate goal. What’s it that you’re seeking to accomplish? Are you trying to realize new customers for your product or service? Are you trying to expand brand awareness or provide customer support? Or is it a mix of all of those things? If it’s, that’s fine. But you want to know your ultimate goal to realize any of the above. Developing your end game strategy will facilitate your remaining task and target executing your social media game plan. This way, you will not waste it slow or money.

2. Pick One Social Media Network to Master. The ugly truth is that you can’t master every Social Media networking site. My advice is to choose the one that you love the foremost and master it. Then use the others as filters to disseminate your content. Today there are such apps/programs, like TweetDeck and Hootsuite, that you can use to automate this process. It only is smart not to waste some time trying to master all of them.

3. Create a Content and Marketing Strategy that Supports Your Ultimate Goal. With Social Media, remember that content is king. It rules the day. Content is everything from your daily posts or tweets, to your blog posts, to your engagement pieces/contests to your videos, audios, books, e-books, e-courses, etc. an excellent example of a content strategy would be if you’re an author who wants to sell more books, you’ll break the text into more bite-size pieces and re-purpose the content to draw in more book sales. The thought here is to administer the people touch and that they will desire a lot.

4. Post Links to Your Social Media Network Sites from Your Main Website. Your website or blog should have social media icons that link to all of the social media networking sites you belong to. This makes it easy for those individuals that visit your website to attach with you via social media, and it also allows you to expand your viral reach by tapping circles or tribes.

5. Add Social Media Share Buttons to any or all of Your Blog Posts and Newsletters. Whenever you create blog posts or transfer a newsletter, you ought to include social media share buttons. This helps expand your viral reach as your friends, fans, and followers begin to share your content with their social media networking base.

6. Visually Link Your Networking Sites. What I mean by this is often to use the identical graphics/logos on your social media sites that you use on your website. That way, when someone goes to your Facebook page or follow you on Twitter, they shouldn’t see something drastically different from your homepage.

7. Stay in Present and Relevant. Don’t found your social media networking profiles and pages only to disappear for months at a time. You wish to stay people returning for more and more. Give your fans something to expect regularly.

8. Track and Analysis of your Efforts. You may know what’s working for you in your social media strategy after you begin to trace your results. This tracking can are available many forms, but at the very least, you’ll be able to use source codes to spot where your traffic is coming from, and you’ll use web analytics to determine what varieties of piques you had during a truck with specific posts. But don’t just limit yourself with numbers.

Understand that it doesn’t matter what percentage FB Fans or Twitter Followers; you build none of them belong to you. Facebook can stop working or shut you down, and then can Twitter. Therefore, your ultimate goal is usually to maneuver your friends, fans, and followers out of social media, to your website, on to your list, and into your pocketbook. If you follow this straightforward formula, you may fail.

Creating a social media presence does not mean posting every day about anything. Far from it. It would be an impossible task for someone who’s running a shop alone and who has no social media manager. Below are 18 suggestions to help you stay on top of your game:

1. Set your goals

Setting goals is key to achieving any measure of success. However, if these goals are unattainable from the get-go and not time-bound, you are not only setting yourself up for failure but also increase the chances of you giving up on the whole project.

2. Create a Great Profile

You’ll want to complete your profile with all the required information when you first join a social media platform. A complete bio will help in the growth of your social media presence.

3. Choose the Right Networks

From Instagram to Facebook, Twitter and Tumblr, there are a lot of options out there. You’ll want to research those social networks and choose one that’s more appropriate for your target audience.

4. Make Your Presence Known

Once you’ve created our page, it’s important to start let the world know. You can try cross-promotion or try to get traffic to your page through other social channels to increase your number of followers.

5. Your business plan should include your social media pages

Find ways to promote visits to your platforms as this is the best way to grow and maintain your online presence. Whenever you are reassessing your business goals and marketing plan, include a strategy for your social media pages.

6. Have a consistent voice

This is a big one. Although you have to make sure that every post reflects your brand and image, you don’t want to be just a faceless corporation to your followers. That’s why it would be best to avoid having several people responsible for posting. You may even consider hiring a social media management company to do it for you.

7. Stay Active

Because inactive social feeds don’t look good for companies, you need to stay active by prioritizing your pages based on where most of your audience is. You could also try to spend some time each day to answer questions.

8. Create a schedule

Posting regularly will maximize engagement on your page. Not posting consistently and in a timely manner will most definitely affect visibility. That’s why you should try to make use of an editorial calendar to help you in this pursuit.

9. Know your audience

It is impossible to please everyone and if you set out on that path, you might end up alienating potential or already existing customers. Instead, learn to know your audience and create your content around their challenges and what they need or expect from you.

10. Build a relationship with your followers

This point is a continuation of the previous one. You want followers who engage with your content rather than thousands who do not even view your posts. For that to happen, interact with your audience by participating in conversations, addressing complaints and answering questions.

11. Help your followers 

Unless you are an eCommerce, you might want to steer clear of hard-selling your products or services. Instead, help them find a solution to their problems. This will help establish your company as an authority in the specific industry.

12. Automation

While automation does facilitate the management of your page, it most definitely cannot be applied across the board. If you automate customer response, for example, your answers will be generic and come off as insincere. Instead, try to automate other processes such as certain pre-written posts going live on certain days or at certain times.

13. Optimization

Optimization on social media isn’t the same as SEO (search engine optimization). What it means is that you should make use of images, keywords, and links that promote or advertise your services and/or products.

14. Use visuals

Live videos are now getting way more engagement than any other type of content. So, try to include graphics and imagery such as photos of events, quote photos, behind-the-scenes videos to your page. But try to keep it consistent so that you are easily recognizable. 

15. Know what’s trending

From trending hashtags to the latest meme and breaking news, as a brand, you must be able to make use of these in your content. This ensures that your audience naturally gravitates towards your content.

16. Monitor your progress

Using analytics tools to track your progress will help you develop a better strategy for your content because you’ll be able to identify which of your content performs well. Hence, you will no longer be taking a shot in the dark with your content.

17. Create content people actually want to see

Using the previous step, you can now create original content that will help you stand out from the websites out there. This will help foster a longer and more loyal relationship with your clients.

18. Consider paying for certain things

While you can organically bring traffic to your page, constantly changing the algorithm of social networks may sometimes make it more challenging. You should plan a budget for the times you may need to buy advertisements to grow your following.

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