The business of public relations is still a cost-effective way to generate exposure and awareness of brand products and services, and PR firms are increasingly utilising social media to maximise the effectiveness of their campaigns.

The strategy makes sense. By amplifying the message with platforms such as Twitter and Facebook, PR firms (and brands) are far more likely to be directly targeting the folks who will make the big decision on whether to say ‘yes’ to what they’re trying to promote – one-third of B2B buyers use social media to engage with vendors, and three-in-five decision makers are influenced by at least one social media channel during their decision-making process.

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