Twitter, with its famous 140-character limit, might not seem like the best place to get your public relations message across. But Twitter can still be used as a powerful tool in your PR arsenal--and in far more ways than simply tweeting out links to press releases.
Below are five ways in which Twitter can boost your PR efforts.
1. Connecting with journalists.
Reporters and media personalities are often Twitter pros. After all, Twitter is now often the fastest source of information on breaking news. It is also one of the easiest ways to see what people are talking about or how they react to an issue. It is a natural network for anyone involved in the news industry.
Because of Twitter's open structure--you don't have to be "friends" to communicate directly with people--it can be an effective way to engage with and even build relationships with other bloggers and journalists. And since replying to a tweet takes almost no time at all, people are often more likely to respond than if you sent them an email.
If you gain their ear, you can better share your own news with them or even become a regular source. This brings us to another way Twitter can be a PR tool:
2. Getting quoted.
Reporters often turn to Twitter when they are assigned a topic and need someone to quote for the story. By simply following the right reporters, you can volunteer your services and get referenced as an expert in your field.
There are even Twitter accounts that exist solely to help reporters find sources. "Help a Reporter Out" (@helpareporter) tweets a range of requests, while ProfNet (@ProfNet) specifically connects experts and media outlets.
3. Communicating quickly in a crisis.
If your company is experiencing a crisis situation, you need to get your side of the story out in public as quickly as possible. Twitter allows you to broadcast information almost immediately, and being limited to such a brief, basic message is often helpful in such situations.
Twitter also lets you react quickly to outside emergencies that you wish to provide aid for. You can express condolences, offer your company's services or organize your followers to provide help to those affected. Such news often trend on Twitter, so your honest efforts to help could serve to expand your reach.
4. Learning from others.
You can always use Twitter to solicit advice from others, including advice on how to improve your PR efforts.
One way to do so is through chats. Twitter "chats" have developed around certain hashtags. By following the hashtag's activity during the designated chat time, you can be part of a party-line conversation. There are multiple PR professional chats which allow you to get free training and advice. One of the oldest and most popular examples is #journchat, which includes both journalists and public relations professionals. It takes place each Monday between 7 and 8 p.m. CDT.
5. Offering a peek behind the curtain.
One bit of public relations you can accomplish on Twitter is to give the public a glimpse of what goes on behind the scenes at your company. Many people today expect to connect with brands personally. Communicating details via Twitter is one of the simpler ways to help them feel connected.
The Twitter world is constantly evolving, so new PR opportunities are sure to crop up over time. By utilizing these methods and being active on the site, you can be well-positioned to take advantage of everything Twitter has to offer.
* Image courtesy of freedigitalphotos.net
