Once upon a time, social media was about entertainment and networking. Today, it has evolved into a crucial component of the marketing and communications strategy that companies rely on to drive customer engagement and sales. An impressive 76% of users have made purchases based on what they saw on social media—underscoring its significant impact on both brand awareness and conversion rates for retailers. 

As someone who works closely with clients on reaching their PR goals, I’ve seen firsthand how social media has become a critical arm of any effective public relations strategy. Whether it’s amplifying media coverage or driving direct engagement, the synergy between PR and social media is undeniable. Rather than asking whether to integrate social media into your communications mix, the real question for companies and organizations is determining where and how to integrate it effectively.

Here are four ways to seamlessly incorporate social media into your PR strategy.

1. Deliver clear & consistent brand messaging from your leadership

Traditional media often limits your ability to fully control how your brand is represented. However, social media offers a platform where you can take charge. On social media, you have the power to deliver consistent messaging across platforms, ensuring a cohesive brand narrative that resonates with both the media and your target audiences. This control helps you shape and reinforce brand awareness effectively.

One way to extend this control is by focusing on key opinion leaders within your organization. For example, over the past six months, we collaborated with the VP of a large umbrella organization to fine-tune and amplify his messaging on LinkedIn. The results were remarkable, with a 2,700% increase in engagements and a 2,600% rise in impressions.

Even more significant was the positive feedback the VP received from his target audience – both online and in person – expressing how his social posts had effectively informed about the organization’s work and impressed them. 

2. Build meaningful media relationships 

Social media provides a platform to create and nurture relationships with media outlets and journalists beyond traditional email communication. Engaging with them on social platforms, like X (formerly Twitter), can lead to deeper connections and collaborations. It can also provide opportunities to thoughtfully join relevant conversations during significant news events. This practice, known as newsjacking, capitalizes on breaking news to inject your organization’s perspective or message in a timely and impactful way, increasing visibility and media engagement.

For instance, we recently leveraged social media to secure a timely newsjacking opportunity for our client, Ohr Torah Stone. When the Israeli Supreme Court ruled to end IDF exemptions for the Ultra-Orthodox, the organization’s president wanted to make a public statement. In addition to pitching the statement to various media outlets, we advised him to share it on his personal X account, where he regularly engages with relevant journalists. This approach paid off when a reporter from Religion News Service replied to his post, asking to quote him in her article on the topic.

3. Leverage your media coverage

More than half of X users – 53% to be exact – report using the platform to get the latest news, a trend that is mirrored across various social media platforms. Integrating your PR and social media activities is an important strategy for capitalizing on this behavior. It allows you to quickly share media coverage online as soon as it’s available, maximizing the reach of your content and enhancing its potential impact.

At Gova10, we apply this strategy consistently for both our clients and our own brand. For example, when Associate Elya Cowland had an opinion piece published in the Jerusalem Post, we didn’t just let it sit on their website. We took proactive steps to ensure it reached a broader audience by sharing it on Gova10’s LinkedIn page and encouraging our team members to repost it and share their insights.

This approach not only expanded the article’s visibility but also reinforced our relationship with the media outlet, showing our commitment to amplifying their content as well.

4. Get creative

Combining social media assets and connections opens up endless possibilities for creative campaigns. Whether it’s through webinars, influencer collaborations, events, or award ceremonies, integrated campaigns can amplify your message and expand your audience reach.

A recent example of this strategy in action occurred when we secured a podcast interview for a client who is active in religion and politics. After the live interview, we repurposed key moments from the recording into short videos for the client to share on X. These videos achieved an impressive engagement rate of 4-5%, well above the platform’s 0.05% average. This approach not only amplified the podcast’s impact but also boosted engagement on social media, demonstrating the power of creative content distribution.

A unified approach is key

With 5.17 Billion social media users in 2024, the synergy between PR and social media is necessary to ensure that your messaging is consistent–whether it’s in a press release, a tweet, or a LinkedIn post–while reinforcing your brand identity and building trust with your audience.

At Gova10, we understand that in today’s fast-paced digital landscape, a fragmented approach can dilute your message. That’s why we specialize in helping companies seamlessly integrate these channels, crafting strategies that not only capture attention but also sustain engagement. 

Reach out to us to discover how we can help your organization leverage the full power of a unified PR and social media strategy.