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PR & Publicity

What Does Social Media Mean For The Future Of Public Relations?

How much control does your PR company really have on your social media comments and putting fires out?

Jeff Broth




For all companies, maintaining a positive public image is one of the keys to their success. This is where social media comes into play. By now, it has infiltrated nearly every business and industry – it works and it’s easily accessible. So, what does this mean for the future of public relations?

1. More Interactions with the Audience

Social media allows consumers to constantly engage with public relations no matter what time of day it is. Social media never stops and neither do the consumers.

It allows for greater flexibility for consumers to lodge complaints or feedback to the company any time they want. This allows for faster reaction times and quicker improvements for the company itself.

But it’s up to the PR practitioners to decide how often they would like to engage. In order to maintain a positive public image, it is crucial for public relations to have a thought-out plan to deal with any crisis or problems that may pop up.

Related: How Strong Is Your Company’s Social Media Game?

The different modes of communication also come into play – PR needs to understand the different types of platforms such as blogs, Twitter, and Facebook in order be able to effectively communicate with as large of an audience as possible.

Sam Ovens is a great example of someone who is an expert when it comes to attracting an enormous client-base. He is a business consultant who helps others achieve their dream of becoming successful at starting their own consulting business. Sam Ovens’ Twitter account is the perfect example.

His Twitter pages features various messages from his clients who have experienced great success from him. In addition, he includes various articles and videos (some of which are his own original content) that support his perspectives on business.

2. Easy-Access Information


With everyone out in the open on the internet, readily accessible, it’s so easy for PR to obtain a ton of information on target markets, customer service, and media they want to pitch. All of this information can be collected and analysed to create new opportunities for consumers that wouldn’t have been thought of before.

In addition, social sharing in an attempt to promote PR and brand image is so much easier and can have a huge impact on consumers if the right major media outlets decide to promote that company.

Not only is information easily accessible to PR, it is also accessible to reviewers all across social media. And they become a primary source to promoting and providing potential media coverage on certain brands or companies.

Related: Make Sense Of Social Media In 60 Minutes

3. Rise of Journalists

Social media also allows citizens all across the internet to become journalists of their own. As internet journalists, these bloggers can have a huge impact in distribution through social channels.

Currently, most younger Americans cite the internet as a primary news source, and this is due to the fact that tablets and mobile devices are the main devices used for accessing social media.

This means that it is crucial for PR to have a vast knowledge about key bloggers on the web and create strong connections with them.

Related: Got A Social Media Following? You Can Turn It Into A Business. Really.

Social media means better coverage for PR and their companies but it also means learning the lingo and the rules that social media plays by. Social media also allows users to directly and publicly make their grievances known without filters.

This is why it’s important for entrepreneurs to not only understand the new rules, but to also focus on giving good service to their clients, since damage control is slowly but surely becoming obsolete.

Jeff Broth, a business writer and advisor. Consulted for SMB owners and entrepreneurs for 7 years now. Mainly covering finance, stocks and emerging fintech trends.


PR & Publicity

5 Reasons Your Start-up Isn’t Getting The PR You Need

Understanding and working with the requirements of journalists covering your industry will go a long way toward increasing your company’s visibility.

Syed Balkhi




Getting press coverage for your start-up has become increasingly difficult. With an average of 550 000 new businesses starting each month, you’re facing some serious competition to gain traction with your audience. If you don’t take the right approach to PR, you’ll see your competition pass you by.

Exposure doesn’t happen by chance. Behind every great brand story you see in the media, there is a great PR strategy.

Let’s look at some of the most common mistakes that prevent startups from getting the press coverage they desire.

1. Not taking blogging seriously

Blogging on a regular basis is one of the best ways to impact mainstream discourse. A growing number of journalists and reporters are constantly looking for new and interesting story ideas in the blogosphere. You can make your blog a fresh source of news stories by writing about your story and your industry, and by commenting on different aspects of your business.

To get the right press coverage by blogging, ask yourself why your company exists and what problem your product or service solves. Present your story as human and relatable and make sure it is compelling enough to grab the attention of the media.

Related: 9 Answers You Need About Yourself Before Starting Your Own Business

2. Not networking with relevant journalists

Networking allows you to build a quality relationship with relevant journalists whom you might not have encountered otherwise.

To get quality press coverage, you need to focus on networking with journalists who cover your niche, and to learn what they write about and what their audience likes to share.

Once you have built a connection, you can pitch them the story of your business.

But before you jump in, keep in mind that journalists hear pitches all the time. If you’re sending generic pitches that focus on only yourself, most likely they’ll ignore your proposal. To make your pitch stand out, tailor your story to fit with their beat.

3. Not making your story exclusive to each journalist


Exclusivity is a strong enticement for a news outlet. Not only will it make them more invested in the story, but it will also entice them to get the jump on their competitors.

Assuming you have exclusive-worthy news, the next thing you must decide is what outlet to offer it to so that it has the best chance of reaching your target audience. The goal is to not always reach the broadest audience but to get your news in front of existing and potential customers.

Related: 5 Books To Read Before Starting Your Business

4. Not using the right tools

To build and maintain a great PR presence, you need to use the right tools; ones that help you amplify and monitor your business’s public appeal.

Some of them are:

  • Help a Reporter Out: HARO is one of the easiest free tools when it comes to pitching the media. It lets you gain access to daily emails from journalists seeking interviews.
  • Google Keyword Planner: This free tool helps you plan out your blog posts with relevant keywords that people are searching for. Careful word selection will help your blog show up higher in search engines returns.
  • BlogAbout Title Generator: My favourite free tool to help me brainstorm catchy titles for reporters.
  • Google Alerts: This is a free tool that sends you alerts when your company or competitor is being featured in various media outlets.

5. Not being authentic

Reporters are consistently getting pitched stories from entrepreneurs that want press. To make your pitch stand out, be authentic. The reporters covering news in your industry want to hear your story.

Related: How You Create A Money Spinning App Without Any Coding Skills

Keep in mind that they need you as much as you need them, and they are actively looking to build relationships with entrepreneurs. So, don’t be afraid to reach out to them. To get your story covered, you need to find the right reporter and the right publication at the right time and to be authentic.

No matter how good your product is, it may fail if it doesn’t make its way into the public eye. To get the right press coverage, you need to build a strong network of journalists and bloggers writing about your industry.

When you send a pitch, ensure that it stands out and tailor it to fit it with the reporter’s beat. From this list of errors, you can avoid the mistakes preventing you from getting the PR you desire. Fix it and you can increase the visibility of your start-up.

This article was originally posted here on

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PR & Publicity

How To Use Mistaken Inquiries To Drive Awareness Of Your Business

Whether this is a walk-in, telephonic or e-mail client, be sure not to regret your interaction with them, have a plan in place, how you will deal with such situation.

Neli Moqabolane




At times, we receive inquiries or communication from people seeking products/services that aren’t in our line of work. It can also be someone who has mistaken you for a certain company that you’re not. It’s easy to dismiss such inquiries, by simply saying you’re unable to assist the person.

Don’t miss an opportunity to publicise your company, treat the enquirer as one of your clients. Take a proactive approach, use this as an opportunity to inform them about your company and the services/products that you offer.

In doing this you are building a reputation for your brand, and introducing your corporation to someone who might have never known about. It might happen in future, that the said person needs your products/services when they remember how you professionally assisted them, then they will come to you.

Another possibility is that at that moment they are connected to someone who needs your services and they don’t know anyone in your field. Should you play your cards correctly, you might gain a client for the future or the present.

Whether this is a walk-in, telephonic or e-mail client, be sure not to regret your interaction with them, have a plan in place, how you will deal with such situation.

1Respond professionally

Your response should be structured in a manner that will make the enquirer feel respected and not embarrassed about the mistake they’ve made. When responding to emails ensure that you do so quickly. Sympathise that you cannot assist them because your company only specialises in different services/products. State clearly what is it that you provide and how you do it. 

Related: A Guide to Optimising Your Business’ Social Media Usage

2Show how you solve problems

In the process of explaining your services/products, demonstrate how you can solve people’s problems or meet their needs. This means that you describe your products/services in detail. However, your description should be a comprehensive summary, consider that the enquirer has a life to live.

3Make your brand visible


When responding to emails, remember to include your logo, motto and other things that your brand is identified by. Your offices should be designed keeping this in mind when someone walks in, they should immediately see your identity.

4Offer samples 

If you have samples to give, kindly offer them to the enquirer. Should you have demonstrations/presentations that you do, politely inform the enquirer about them. Let them know how they can get hold of this.

Related: How To Impress The Press

5Provide them with an opportunity to come back to you

You can share your business card with someone you meet, this should have all your contact detail, i.e. telephone, fax, e-mail and social media details. In an email, these should be nicely positioned at the end of your email, as part of your final greeting.

6Refer them to a relevant business

Should you know of any company that offers the services/products they need, refer them to it without hesitation. If possible, provide them with contact details and a contact person to assist them.

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PR & Publicity

How You Can Avoid The ‘Facebook Effect’

Don’t let perceived realities – of your business or those of your competitors – derail your strategies.

Allon Raiz




As a young entrepreneur, I received my first bit of publicity from a daily in Durban. It was massively exciting and stroked my ego tremendously because after all, what I had achieved was considered newsworthy enough to be published in a newspaper.

There was a big photo of me on page four, with my interview where I talked about the success of a promotion I had conceived and implemented. My friends saw the article and called to congratulate me, and in my distant social circles people discussed my story and congratulated me too.

Perception versus reality

What they didn’t know was that my business was barely breaking even at the time. The perception of my success was very different to my reality. I proudly showed the article to my mentor (naively expecting a pat on the back) and instead he asked: “Do you believe what they say?” “What do you mean?” I said. “Do you believe all the things the journalist has written about you in the article?” he asked again.

I didn’t answer him because I knew deep down that they weren’t all true. I wasn’t the hugely successful businessman that I was portrayed as in the article.

“If you believe all the good things the press write about you, you’ll also believe all the bad things they say. Be grateful for the press, but do not let it govern your emotions.”

Beware curated reality

In today’s era of social media, fake news, memes, and overly filtered photos, it’s very easy to become envious of the perceived lives that others showcase.

Much like the envy we experience when scrolling through our friends’ posts of their expensive destination holidays — where they can be seen showing off their tanned, ripped bodies while sipping expensive champagne — the same type of envy occurs between business owners when they scroll through competitor’s company timelines and witness their competitors winning great awards, attending glitzy launches and receiving kudos from the press.

In my experience, the perception created by these often-boastful social media posts is seldom close to reality. Like the article on my Durban business, what my friends perceived was nowhere near my financial reality.

Be cognisant and sceptical of this curated reality, so that you as a business do not react in one of two ways to a competitor’s posts:

  • Don’t try to emulate their strategy based on what seems to be working
  • Don’t end up feeling depressed based on your jealousy of this curated reality.

Instead, your reaction to witnessing these posts should be to:

  1. Frame your competitors’ posts simply as marketing. They have carefully curated these posts to only show followers the great things about their businesses, products and services. The ‘make-up’ hides the imperfections.
  2. Use your emotions to make a change. Use the energy their posts ignite inside of you — not the content they project — and pump that energy into YOUR strategy to reinforce it.
  3. Drive your differentiator harder. Make sure your business stands out as being unique and a thought leader in its industry and not one attempting to copy others. Your differentiator should not be influenced by what you are seeing either positively or negatively.

Always remember, your competitors’ posts represent selective truth-telling because they curate what they want you to see online.

They will never post when times are tough and they are losing clients and not making a profit at the end of the month. Don’t believe everything you see, and most importantly, don’t let these ‘perceived realities’ affect you or your business strategy in any way.

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