Still using the same traditional PR methods? It’s time to evolve. Social media has taken the world by storm and its influence is too large to ignore–it is the ultimate gateway for companies to target their audiences and has a potentially vast reach.

Integrating social media marketing into your PR strategy gives you the opportunity to reach important industry influencers and is a perfect complement to a traditional media outreach campaign. Social media provides you with the capability to control and share your content with the world, from press releases to product launches – all with a simple click.

Here’s how PR can help companies tap into the world of social media marketing:

 Build Relationships with the Media

Follow and engage with journalists, media outlets and influencers on social media. Research the content they share, their recent work, and tone of voice they use. This information will build a more personal relationship and become useful when you eventually make your pitch.

 Promote Your Own Press Releases

Don’t wait for your press release to catch the attention of the media–be the first to share it with your followers through your social media accounts. Embed social sharing capabilities into your press releases so readers and media channels that agree with your content can share with their followers, reaching a broader audience.

 Facilitate Your Message

Social media allows you the control of when and what you share, enabling PR companies to strategically curate brand messages being posted online. By creating and sharing content that is aligned with your brand values, you are efficiently distributing to your intended target audience.

 Manage Real-Time Crises

Your PR team is responsible for maintaining a positive and favorable company image. Online outlets are now the first-place consumers turn to for a brand’s reaction to a negative statement listed against them. Social media allows for PR professionals to share an instant response to the press and consumers quickly and efficiently.

Social media marketing and public relations efforts work best when they work together.  Consider mixing a social approach into your new PR strategy with these key points. Use the strengths and capabilities of both public relations and social media marketing across all your channels to maximize results and create more powerful messaging.

Julianne Ortmann is a client services representative for Marketcom PR, a B2B-oriented communications boutique committed to helping clients achieve the results they need to sell more effectively in their marketplaces. Ms. Ortmann is responsible for supporting client marketing initiatives across a variety of financial services, nonprofit and B2B industries.