Social Media and PR Best Practices Checklist

Social media has transformed the way PR is done. Here is our checklist of Best Practices for Social Media and Public Relations.


  • Do your keyword research: Before writing your release, ensure you have a list of keywords and key phrases ready. Plug these into your news release, so that the PR will be optimised for popular search terms. Keep in mind that journalists, reporters and bloggers often set up “news alerts”, which are triggered by particular keywords.


  • Optimise the headline and first sentence: Make sure that the headline (PR title) has the specific key phrase that you’re optimizing for. This key phrase also has to be incorporated in the first sentence of the news release in order to ensure effectiveness.


  • Include links to multimedia content: By adding links to photos hosted on Flickror videos hosted on YouTube or presentations hosted on SlideShare, your PR will have a greater opportunity of achieving a good position in the search engines.


  • Optimise all images and videos: Be sure to tag all photos and videos in your PR with appropriate keywords. For example, if your videos have been uploaded to YouTube, ensure that you’re implementing video optimisation best practices.


  • Link to relevant pages on your website: Web pages often link to other pages online, and so should your press release. Add links to your PR to relevant pages on your company website or blog (ie: for a new product launch release, include a link to the Products page of your website).


  • Write a strong boilerplate: A boilerplate is a brief paragraph at the end of a press release that describes the company. Try to limit your boilerplate to between 75-100 words. Keep focused, avoid jargon, use keywords where appropriate and remember to include links to your company website, company blog and social media profiles.


Download Social Media PR Best Practices Checklist now.


Richard Coen

With over 21 years of experience in Digital Marketing, 31 years in sales and 25 years in business development, Richard assists companies to develop key growth strategies on a local or international basis. He can assist marketers to achieve balance in their approach to key areas affected by the growth in digital marketing.