Social Media is not a "replacement" for traditional PR, but instead a supplemental tool that helps your PR campaign. Find out the ways the two practices differ and support one another.

1. PR
vs.
Social Media
THE DEFINITIVE GUIDE TO PR
AND HOW IT DIFFERS FROM SOCIAL MEDIA

2. Many businesses that use
traditional PR are unsure of the
purpose of using Social Media.
Will it replace
my PR
campaign?
Is it even as
effective?
Will it reach
the
appropriate
audience?

3. Social Media does not replace
your PR efforts, but it does
enhance them.
Think of social media as more
of a tool instead of a
"replacement."

4. PR and Social support each
other, creating a multi-faceted
campaign that can
reach more people.

5. There are many
differences, however,
between the two practices
that are important to
remember.

6. "Voice" vs. "Angle"
In PR, you're constantly
looking for a new angle
to approach your topic. The
most successful
pitches are those that are new
ideas, tug at emotion, or
inform the audience.
PR

7. "Voice" vs. "Angle"
In Social Media, angles are okay for selling an
item, but what is truly important is your brand's
voice. Whether the "personality" is humorous,
serious, caring, etc. it needs to be consistent
and appealing to your audience.

8. Content
PR releases go through dozens
of drafts, approvals, and
rewrites. Using AP format and
flowery writing, PR releases
need to be both
thoughtful and informative.
PR

9. Content
Social Media is more "to-the-point"
and casual. Keeping
your tweets under
140 characters eliminates
AP formatting and detailed
writing. Use your socials
to link to the more concrete
writing and releases.

10. Relationships
PR
Publicists pride themselves on their
contacts in the media. Relationships can
take years to cultivate and sync up. And,
frankly, the media isn't always interested in
what you're pitching.

11. Relationships
Social Media allows you to reach everyone.
Publications, reporters, consumers, and officials
are all tweetable. Using the right optimization
tools means someone will always see what you
have to say.

12. Conversation
PR
PR is about sparking the conversation. You want to
be the first and the most knowledgeable, as well
as the "go-to" for any publication that needs an
expert. You need to keep up with and reach out to
contacts and reporters constantly.

13. Conversation
On social networks,
thousands of conversations
are happening
simultaneously. Find what
you can speak about and
join right in! Monitor
conversations about your
business and take
the opportunity to
provide
customer service.

14. Timing
While both practices rely
heavily on timing, PR is
about the planning and
execution of events.
Timing is on your side if you
plan correctly.
PR

15. Timing
For social media, timing is
extremely important. An ill-timed
post can mean no
one will engage. It can also
mean that you were too
late on a topic. Social
media is extremely fickle,
and unforgiving to those
who make faux paus.

16. Results
PR
In PR, any "hit" could be huge for your brand. When
successful, the results can be immediate. When
botched, the results could ALSO be immediate.

17. Results
For social media, results can take longer to cultivate.
You may not see success in your social campaigns
right away, but it's more about building an audience
of loyal followers.

18. About the Author
MAGGIE MURPHY
Social Media Coordinator, Didit and HLD
Maggie Murphy is a social
media junkie who loves all
things design. A graduate of
the Fashion Institute of
Technology, she’s been
blogging about
photography, fashion,
trends,and pop culture for
six years.

19. HLD COMMUNICATIONS
HLD is a one-of-a-kind
marketing firm where
creatives and techies speak
the same language… and
share a single-minded
focus.
This is “The New Marketing”
that links left- and right-brain
thinking, creativity
with technology and
traditional with digital.