Make Social Media Your Hub But Keep The Spokes

Online communication is the new darling of PR. Done well, social media programs are especially efficient and effective — and platforms like Facebook make it easy to do analysis of your efforts.

The best online communication programs are integrated with other PR tools. By using multiple channels – including social media – to communicate your message, you can stretch your PR dollar and your reach.

Think of social media and your Web presence as the hub of a wheel. Other PR tools lead into that hub and reach out from that hub. They include a solid press kit, newsworthy press releases targeted to the right media, features you write and provide to media, the leveraging of national trends, any events or awards you receive, relationships with media leading to emerging editorial opportunities and connections to key bloggers.

The hub is the key part of the wheel, but it needs the spokes to be fully functional. 

Integrate all these PR tools and you'll get the most bang for your PR buck.