Why LinkedIn is your not-so-secret weapon for PR success

By Nicola Millington in collaboration with Chelena Peart

“Whether you’re a solo entrepreneur, part of a corporate team, or anywhere in between, these tips will help you stand out. Plus, we’ll both be speaking at the upcoming Double Up: Access More event, powered by BUD Leaders on the 28th Feb 2025; you can book your tickets here and join us for a dynamic session where we’ll show you how PR and LinkedIn work hand in hand to boost your visibility, no matter your industry or background.”  Why LinkedIn is Your Not-So-Secret Weapon - Chelena Peart 

When people think of LinkedIn, they often picture job postings, CV updates, and recruitment drives. But as Chelena Peart so aptly highlights in her piece, Why LinkedIn is Your Not-So-Secret Weapon,  this platform has evolved far beyond its origins. Today, LinkedIn is a dynamic hub for brand building, networking, and business growth.

For SMEs and scaling businesses, it’s an invaluable tool, not just for recruitment, but for amplifying your PR efforts and establishing your brand as a trusted authority in your industry.

From a PR perspective, LinkedIn is a goldmine. Unlike other social media platforms that thrive on casual updates or fleeting trends, LinkedIn is purpose-built for business. It’s where decision-makers, journalists, potential collaborators, and clients actively seek out trustworthy, knowledgeable professionals. If you’re leveraging PR to tell your story, LinkedIn provides a direct channel to the very audience that matters most.

Here’s how you can harness LinkedIn to supercharge your PR strategy and drive business growth:

Let’s start with the basics: credibility. PR is all about building know, like, and trust, and LinkedIn is one of my favourite platforms to showcase your expertise. Why? Because it’s where the decision-makers, journalists, and industry leaders hang out. Think of it as your personal stage,  for a very specific, business-savvy audience.

Here’s the thing: you need to be crystal clear about why you’re leveraging LinkedIn and who you’re trying to attract at any given time. For example, journalists are a key audience on this platform, but they’re also a unique breed. They crave exclusivity, so there’s a fine line between showcasing your excellence and holding enough back to whet their appetite.

And let’s not forget the corporate players. Competition between companies within the same sector means they’re often paying attention, even if they’re not actively engaging. So, every post, comment, and interaction matters.

Three tools to create PR opportunities with journalists

1. Comments and interactions are as powerful as the post Itself
   It’s not just about publishing content; it’s about engaging with others. Thoughtful comments on journalists’ posts or articles can put you on their radar. It shows you’re not just broadcasting but actively participating in the conversation.
2. Make It easy for them to connect with you
   Don’t just rely on your LinkedIn bio. Include clear calls to action in your posts, like “DM me for more insights” or “Let’s discuss this further.” Journalists are busy, so remove any barriers to connecting with you.
3. Drive them off the platform
   LinkedIn is a starting point, not the endgame. Use it to guide journalists to a dedicated space where they can connect with you further, like a media guest list or a tailored press page. This makes you a go-to resource, not just another profile in their feed.

The power of gratitude in PR

When you achieve press coverage, don’t just share it and move on. Use it as an opportunity to express gratitude and amplify the journalist’s work. Tag them, highlight their article, and add your own expert commentary to the conversation.

Why does this matter? Because it positions you as a valuable contributor to their ecosystem. Journalists remember the people who not only provide great insights but also actively support their work. It’s a win-win: you get visibility, and they get recognition.

Why this works for PR on LinkedIn?

In PR, relationships are everything. LinkedIn allows you to build and nurture these relationships in a way that feels authentic and strategic. By engaging thoughtfully, showcasing your expertise, and expressing gratitude, you create a virtuous cycle of visibility and trust.

So, whether you’re an SME or a scaling business, LinkedIn is your not-so-secret weapon for PR success. Ready to take your PR game to the next level? Join the PR Club and let’s grow your business together.

This blog post is a collaboration between Nicola Millington of FP Comms and Chelena Peart the LinkedIn Lady. For more insights on leveraging LinkedIn, check out Chelena’s piece, Why LinkedIn is Your Not-So-Secret Weapon 

As Chelena Peart reminds us, LinkedIn is a powerhouse waiting to be tapped. So, what are you waiting for?

Start leveraging it today.

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Join the PR Club and let’s grow your business together.