How to Use Twitter: A Public Relations Tool Guide
Updated: May 6, 2019
As an aspiring public relations practitioner, I have been asked more than a few times about my activity on social media, specifically Twitter. The platform has had tremendous impact on the world of public relations not only in the way organizations interact with their publics but also how publics can reach out to their organizations in ways they were never able to before. In this blog, I will share what I believe are the most helpful gains that come out of interacting with publics, organizations and individuals as a learning public relations practitioner.
According to Internet Live Stats, an average of around 6,000 tweets are tweeted each second, over 350,000 tweets sent per minute, 500 million tweets per day and around 200 billion tweets per year. Of the 500 million tweets sent our per day, about 400 million of them are some form of public relations—whether that is in form of a link to a press release or a tweet sent out by a publicists for a person or organization. It has proven to be a great tool for marketing, publicity and raising awareness.
Journalists also find Twitter to be significant tool both in pre- and post- production of their content. Another important aspect of Twitter that drives many public relations professionals onto the platform is the wide sea of journalists roaming about looking for sources, promoting their pieces and opinions and sharing the news. Looking to journalists on Twitter as a news gathering source for public relations practitioners can prove helpful since they are the ones producing and following the news. It is also a good idea to keep an eye out for these journalists who may be on the look out for potential sources—who may even be within your organization—to share about their interactions with your representing party. This is a crucial part of crisis management and monitoring your reputation in the realm of social media.
Additionally, Twitter can be helpful for sharing a more in-depth or perhaps personal side of your client, to remain in contact with affected parties during a crisis, to learn about your publics and competitors, and to meet potential partners, influencers and media representatives. All of these tools are new and effective ways to create stronger relationships with your clients and their publics.