Is a career in public relations (PR) for you? There are three signs it might be: You have a way with words, understand the power of persuasion and are as interested in unlocking the recipe for a viral TikTok as the next person. However, you do not need a specific PR program to gain the skills necessary to work in PR or effectively use social media for your company.
Landing a public relations job typically takes a bachelor’s degree. The online Bachelor of Science (B.S.) in Communication program at Lamar University not only has a Public Relations Track but also equips graduates with in-demand social media and marketing knowledge. This means graduates of the program are unique professional candidates with crucial skills.
Why Are Social Media Skills a Must for PR Professionals?
Social media is changing the way businesses generate brand-building buzz. This application creates demand for PR professionals with the social-media savvy companies need to keep up with the ever-changing online world.
Hubspot defines PR as “leveraging media channels to promote your organization and cultivate a positive public perception.” Traditional PR channels include print, television and radio. These approaches are still relevant, but social media has clear advantages, including the following:
Engaging 24/7: Social media connects people 24/7, which means messages can go viral within minutes or hours. Every PR professional knows that negative posts about a business spread more quickly than positive ones. Sentiment analysis tools enable “listening” in real-time to identify trends in positive and negative customer “emotions” and respond accordingly.
Identifying a target audience: Successful PR depends on reaching the right customers. Take an online houseplant startup, for example. Millions of people have houseplants, but if it is your job to get the word out, you’ll want to reach potential customers who are most likely to make a purchase. Again, some quick research can point the way. As Bloomberg points out, “with many millennials delaying parenthood, plants have become the new pets, fulfilling a desire to connect to nature and the blossoming ‘wellness’ movement.” Tools like Google Analytics also assist with identifying target markets.
Measuring value: Content published through social media channels has the potential to spread faster and further than traditional formats such as fliers. Another benefit of social media is measuring what’s working and what isn’t. Analytics tools offer insight into critical areas related to followers, views, mentions, “applause” (likes, favorites) and more.
Social Media Strategies for Connecting With a Target Audience
You might have heard the phrase, “Don’t Make Ads, Make TikToks.” TikTok can be a fun way for businesses to show their humorous side. However, TikTok is not the only social media tool professionals can use to reach their audiences. According to Sprout Social, 90% of business executives prioritize social media use. A look at several popular tools for connecting with customers follows:
TikTok: From getting discovered to going viral, businesses of all sizes use TikTok to promote their brands. With a billion users worldwide, you might wonder how people find their way to a gadget accessories brand in Indonesia or a carpet repair business in the Bay Area. TikTok’s AI-driven algorithm helps ensure that brands reach their target audience.
Twitter: Despite its 280-character limit, Twitter has become a trusted news source. According to a 2022 Muck Rack survey, 77% of journalists say Twitter is the most valuable social network, making Twitter a powerful PR tool for building press relationships that generate media coverage.
Social media buttons: With just a click, the social media buttons that are everywhere make it easy to capitalize on content. “Share” buttons take advantage of “word of mouth” marketing. Readers who re-post press releases and other content on their social networks expand a brand’s reach. “Follow” buttons engage new users across social media.
If social media strategies for PR sound a lot like marketing, it is because PR and marketing share a similar focus. This emphasis leads many companies to integrate their PR and marketing teams to maximize efforts to boost brand awareness, increase engagement and drive sales.
The Communications Degree That Marries PR and Social Media
“Public Relations Specialist” took the #1 spot in Best Creative and Media Jobs of 2022 due to strong job growth and demand. Because of the shift online in modern PR, candidates who stay on top of social media trends are likely to have a decisive edge.
Thanks to its Public Relations Track, Lamar’s B.S. in Communication online program prepares graduates to leverage social media for success in the exciting world of PR. The concentration has courses that boost both their PR and social media knowledge, such as Public Relations Writing; Research Methods of Communication; and New Media and Publishing on the Web. Graduates of this program will be ready for roles like social media manager and public relations specialist, given their well-rounded foundation in communications, marketing and social media.
Learn more about Lamar University’s Bachelor of Science in Communication online program.
