Public Relations and Social Media: A Perfect Match?

At BrandBomb PR, we live and breathe strategic communication. And while traditional media outreach is still a cornerstone of what we do, we can’t ignore the game-changing impact social media has made on public relations. The two have become nearly inseparable in today’s digital landscape, blending the lines between earned, owned and shared media. So, are PR and social media a perfect match? We think so—and here’s why.

The Evolution of PR in a Social World

Public relations used to be all about securing top-tier placements, crafting compelling press releases and cultivating strong relationships with journalists. While those elements still matter, the rise of platforms like Instagram, X (formerly Twitter), TikTok and LinkedIn has completely shifted how brands communicate with their audiences.

According to the 2023 Global Communications Report by USC Annenberg, 82% of PR professionals believe social media is the most important communication channel for their organization. That statistic speaks volumes about where the industry is headed. Social media is not just an add-on anymore—it’s a core pillar of any comprehensive PR strategy.

Real-Time Engagement and Narrative Control

One of the biggest benefits of integrating social media with PR is the ability to communicate in real time. When news breaks, you don’t have to wait for a news cycle to respond. Social platforms give brands the power to clarify, correct, or capitalize on coverage instantly. This can be a huge advantage in times of crisis or when managing brand reputation.

But it’s not just about speed, it’s also about control. On social media, brands can tell their story in their own words and voice. This doesn’t mean media placements are any less valuable, but it does offer a unique opportunity to shape public perception with more consistency and intention.

Amplifying Earned Media

When we secure a great placement for a client whether it’s a morning show segment, a local business feature, or a national digital outlet, we don’t just celebrate and move on. We amplify it. Social media is the perfect channel to breathe new life into earned media. It allows PR wins to go beyond one-time impressions and become part of a larger content ecosystem.

Better yet, we can target those posts to reach the right people, whether that’s a geo-targeted audience of local consumers, specific age demographics, or potential investors. According to Sprout Social, 68% of consumers follow brands on social media to stay informed about products and services, which means amplifying press coverage on these platforms can directly drive engagement and sales.

Building Thought Leadership and Credibility

A good PR campaign doesn’t just spotlight a brand—it builds the credibility of its founders, executives and key team members. Social media gives us a daily platform to reinforce those efforts. From sharing expert commentary to publishing original insights, platforms like LinkedIn and Instagram Stories allow thought leaders to stay visible and relevant between media hits.

In fact, the Edelman Trust Barometer found that 63% of people trust what influencers and experts say about a brand more than what the brand says about itself. So when a CEO gets featured on a podcast or quoted in a magazine, we leverage that on social media to not only boost the brand’s authority but the individual’s as well.

Data-Driven Storytelling

One major advantage social media has over traditional media? Data. With every campaign, post, or story, we gain insights into what content resonates, which headlines are generating clicks and what visuals are getting saved, shared, or swiped past. This real-time feedback allows us to fine-tune messaging, adjust media angles and create PR strategies that are more impactful and informed.

And let’s not forget about social listening. Tools like Brandwatch, Meltwater and Sprout Social allow us to monitor brand mentions, sentiment, and trending topics, which helps us stay ahead of the conversation—or shift it when needed.

PR and Social Media in Action

When we worked with a medical spa client launching a new treatment, our media outreach secured features in regional health and wellness publications. But it was the strategic social media rollout—with teaser Reels, expert Q&As, and before-and-after photos—that generated direct leads and booked appointments. Earned media built credibility. Social media drove conversions.

That synergy is where the real magic happens. It’s not PR vs. social media. It’s PR with social media.

Tips for Integrating PR and Social Media

If you’re ready to align your PR and social strategy, here are a few quick tips:

1. Repurpose Press Coverage: Turn articles, interviews and segments into digestible content for Stories, Reels and carousel posts.

2. Tag Strategically: Mention journalists, outlets and partners to expand reach and build relationships.

3. Create a Posting Cadence: Don’t let great coverage go dark. Plan regular posts that highlight PR wins and client milestones.

4. Use Social Listening: Stay aware of trending topics, mentions and conversations that could tie into future PR angles.

5. Storytell Your News: Bring press announcements and pitches to life through dynamic visuals, behind-the-scenes content, quote cards or countdowns that tease what’s coming — turning traditional news into shareable moments.

   
   

Final Thoughts

Public relations and social media might have started in separate lanes, but in today’s world, they drive best when they move in sync. At BrandBomb PR, we don’t just land press, we make sure the right people see it. By merging the narrative power of PR with the immediacy and reach of social, we help our clients show up with authority, consistency and style.

Yes, they’re a perfect match. And when done right, the results are explosive.