How can social media be used for PR?

How Social Media Became PR’s Best Friend (With Benefits)

Once upon a time in the land of Public Relations, all you needed was a good press release, a couple of strong media contacts, and maybe a fax machine that didn’t jam. Fast-forward to now, and it’s all about tweets, TikToks, and making sure your brand doesn’t get roasted in the comments. and let’s discuss about the “how can social media be used for PR”.

Social media hasn’t just joined the PR party—it is the party. If you’re still relying on press clippings and hoping someone saw your article in the paper, it’s time to rethink your strategy.

Let’s break down exactly how social media can (and should) be used for PR—with real-life examples, tips, and a sprinkle of humor to keep things interesting.

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1. Real-Time Reactions: Crisis? What Crisis?

These days, news spreads faster than your morning group chat drama. When something goes wrong (and it will), social media is your brand’s front line.

Take KFC UK, for example. A few years ago, they ran out of chicken. Yep, a chicken restaurant with no chicken. The internet had a field day. But instead of panicking, KFC owned it with a bold full-page ad that read “FCK” on an empty bucket. They posted it online and boom—damage control turned into brand love. Bold. Funny. Human. That’s PR gold.

Moral of the story: In moments of crisis, social media lets you respond instantly—with empathy, wit, and transparency. Don’t let silence speak louder than your story.

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2. Building Relationships That Matter (Not Just Chasing Likes)

PR isn’t just about promotion—it’s about connection. And social media is the ultimate relationship builder.

Imagine you’re a startup founder. You comment on a journalist’s post on LinkedIn—not pitching, just adding thoughtful insight. A few weeks later, that same journalist DMs you asking for a quote for their next article. Magic? Nope. Just social media working its slow-burn charm.

And it’s not just journalists. Engage with customers, industry peers, even the occasional troll (politely). Reply to comments. Share stories. Give your brand a face and a voice. People remember brands that feel human.

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3. Ears to the Ground: Social Listening is Your Superpower

Think of social listening like eavesdropping—but the legal, strategic kind.

When Apple launched their iPhone 14, they didn’t just announce it and disappear. They watched what people said. Concerns, praise, memes—every bit of feedback gave them clues about how the market was reacting. Smart brands do this daily.

Use tools like Mention, Brandwatch, or even a good ol’ Twitter search to see what people are saying about you, your competitors, or your industry. You’ll find:

• Opportunities to engage
• Potential PR issues brewing
• Hot topics to jump on

Example: A small skincare brand saw people complaining about dry hands from too much sanitizing during COVID. They launched a hydrating hand cream campaign based on that insight—and sales spiked.

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4. Turn Your Wins into Waves

So your brand just got featured in Forbes. That’s awesome! But please—don’t just screenshot it and call it a day.

Social media is your amplifier.

• Turn that article into an Instagram carousel
• Share a quick video on TikTok about how it happened
• Drop a thank-you post on LinkedIn and tag the writer
• Pull out a juicy quote and turn it into a tweet thread

Look at Duolingo’s social strategy. When they’re featured in a major outlet, they turn it into a quirky video, a meme, or even let their owl mascot “react” to it. It’s entertaining, on-brand, and amplifies their PR win in ways a traditional reprint never could.

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5. Influencers = The New Press Contacts

Influencers are like modern-day reporters—but with better lighting and more emojis.

Working with influencers, especially micro-influencers (those with 5k–50k followers), can skyrocket your PR without feeling like an ad. These creators often have niche, loyal communities and can speak about your brand in an authentic, relatable way.

Take Glossier, for example. They built an empire not through huge celebrity endorsements, but through regular people on Instagram raving about their products. Their best PR move? Letting their customers become their influencers.

And honestly? Influencers are easier to reach than many traditional media folks. A thoughtful DM can sometimes go further than a cold pitch.

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6. Likes Are Cute, But Data Is King

Sure, that Reel got 1,000 likes. But what did it do?

Social media lets you track more than just applause:

• Engagement rate: Are people interacting or just scrolling by?
• Sentiment analysis: Are they loving you or subtweeting you?
• Reach & shares: How far did your story travel?
• Traffic & conversions: Did that post actually bring people to your site?

Tools like Google Analytics, Meta Insights, and LinkedIn analytics help you connect the dots between posts and PR wins.

Bonus move: Create a monthly “PR Pulse Report” with screenshots, quotes, reach, and impact. Your boss will love you. You’ll love you. Win-win.

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7. Final Take: Social Media Isn’t Just a PR Tool—It’s the Whole Toolbox

Here’s the deal: social media isn’t just the sidekick to your PR strategy anymore. It’s the star of the show.

It helps you:

• Control your brand narrative
• Respond in real time
• Build relationships at scale
• Amplify your wins
• Spot trends before your competitors
• Turn customers into advocates

And the best part? You don’t need a six-figure budget. You just need a voice, a strategy, and maybe a meme or two.

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🎤 Over to You:

Ever had a PR win (or fail) on social media? Or maybe you turned a Twitter rant into a brand love story? Share it with us—or tag someone who needs to level up their social media game.

Your brand has a story. Social media is the microphone. 🎙️ Use it wisely.

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