When it comes to building a strong online presence, a lot of businesses still think of public relations and social media as two separate strategies. But the truth is, the most successful brands are using them hand in hand, and when done right, the results speak for themselves.

Think of PR as the foundation: it’s where you shape your brand story, craft key messages, and build credibility with your audience. Social media, on the other hand, is where that story comes to life, shared in real time, seen by your followers, and opened up to conversations.

One of the biggest advantages of combining PR with social media is the ability to respond to what’s happening in the world. If you’re paying attention to the news, whether it’s industry updates, cultural events, or trending conversations, you can tailor your social content to tap into those moments. This is where relevance drives reach. When your content aligns with what people are already talking about, it naturally becomes more discoverable and engaging.

This is often called reactive PR, and when it’s done well, it can be incredibly powerful. Let’s say there’s a breaking news story that links to your industry or something topical like a health trend, tech update, or even a celebrity moment that connects with your brand values. Responding quickly with your perspective, whether through a thoughtful Instagram post, a quick TikTok reaction, or a LinkedIn article, shows your audience you’re culturally aware and actively engaged.

You can also plan ahead for predictable trends. Think about seasonal changes, awareness days, or annual events that your brand can authentically speak to. Maybe your clinic posts skincare advice ahead of summer holidays, or your wellness brand joins in on Mental Health Awareness Week with expert commentary. These are moments where your PR messaging can be elevated by smart, timely content on social.

It doesn’t always have to be serious, either. A little humor, if on-brand, can make your content stand out in a crowded feed, especially when everyone’s talking about the same topic. The key is to know when to lean in, and when to step back.

Another often-overlooked tactic is repurposing your PR materials to enrich your social content. If you’ve recorded a podcast, an expert interview, or even a client consultation, consider pulling quotes or insights and turning them into short-form posts or articles. Transcripts are a goldmine for this. By turning what’s been said into shareable, written content, you not only save time, you also reinforce your authority. And if you’re adding your own take or professional insight on the topic, even better. That mix of opinion and evidence builds trust.

Articles, blog posts, and press coverage can also be reused across your platforms. Linking back to longer-form content on your feed gives people the option to dive deeper into what you do, which adds substance to your presence. It’s not just about showing up online, it’s about showing up with purpose, backed by experience and thought leadership.

It Helps You Reach New Audiences

Social media is unmatched when it comes to reaching new people. So much so, that for many growing businesses, increasing follower count and brand visibility is a top priority.

Sure, there are quick ways to get visibility, like buying leads or running ads, but that kind of growth is often short-lived unless it’s backed by real substance and long-term strategy. This is where the combination of PR and social media makes a big difference.

PR professionals know how to get your story in front of the right people, journalists, publications, and influencers. They help shape your brand reputation and get attention in all the right places. Social media, meanwhile, acts as the amplifier. It gives that PR win a second life and pushes it further, across platforms, shared by followers, picked up by new audiences.

Take something like a product launch or a campaign. When supported by a press release, some media coverage, and a strong social strategy, the reach is exponentially wider. You’re no longer relying on one channel, you’re building an ecosystem where PR drives credibility and social media delivers visibility.

Over time, this synergy helps your brand grow organically, with genuine interest from people who trust your expertise and resonate with your message. And that kind of audience? That’s the one worth building.