As of 2024, a whopping 5.17 billion people (roughly 63.7% of the world’s population) use social media on a daily basis, according to Statista. In the same study, there are over 368 million monthly active users worldwide for X (formerly Twitter), which is a social media micro-blogging platform that is well-known for its versatility and easy access.
For those new to the platform, users can post quick, 280-character entries known as "tweets," which others can like, repost, and quote. This short-form content is perfect for sharing rapid updates, addressing concerns, and staying connected on the go. In July 2023, Twitter was rebranded as “X” after the infamous $44 billion acquisition by Tesla CEO Elon Musk.
Journalists, in multiple studies, have cited Twitter as their go-to platform for gathering information and staying updated on rapid news cycles – and in most cases, viral tweets that are newsworthy are often picked up by publications.
This makes X (formerly Twitter) a highly important social media platform for brands, businesses, and thought leaders to establish an online presence, add to their legitimacy, connect with their consumers, and so much more. Our social media PR guide covers the A to Z in terms utilizing platforms for public relations.
Twitter and public relations go hand in hand, allowing businesses and PR agencies to address problems in real time, elevate their PR strategy, show transparency, start a conversation, and reach out to potential customers. With the right strategy, Twitter PR can work wonders.
It is highly important in PR to adapt to digital platforms such as X, LinkedIn, Instagram, and even TikTok for professional networking and brand management.
Why is Twitter (X) so important for PR?
Twitter (X) is a key platform for public relations due to its ability to facilitate rapid communication and broad audience reach.
Sharing client news
X is a great platform to share client news that has the potential to be picked up by journalists across key media outlets. This could be a short announcement tweet, quick news updates about the industry.
Keeping an eye on competitors
As the famous saying goes, “Keep your friends close, but your enemies competitors closer”. Twitter is an invaluable platform for tracking the latest developments among competitors and analyzing their social media strategies.
However, this doesn’t mean you should simply mimic their content or approach. Instead, use these insights to identify gaps, refine your own strategy, and stay ahead of the game.
Unmatched usability
X has been a dominant force in the social media era boom for more than a decade, and newer alternatives like Threads (Instagram’s version of X) still fall short in terms of usability and accessibility.
Established journalists and brands have already built substantial followings on X and are unlikely to migrate to other platforms, where they would need to rebuild their audiences from scratch.
Getting your story heard
If you’re looking for a creative way to pitch your client’s story, X offers a unique opportunity to go viral. Through a mix of engaging storytelling and likes and reposts, your tweet could catch the attention of journalists scrolling through their timelines.
With thousands of journalists using Twitter to find their next big story, a well-crafted tweet could be the key to getting your client noticed.
280-character limit is a great challenge to be creative
Trying to fit all important parts of a story with only 280 characters to spare is not only a good creative challenge, but it pushes you to distill your message down to its most compelling elements, ensuring every word packs a punch.
This isn’t just about fitting everything into a small space—it’s about honing your ability to communicate clearly and craft content that grabs attention. In a world where brevity often wins, mastering this challenge helps you tell your story in a way that truly resonates.
Techniques for leveraging Twitter in Public Relations
Nailing the Twitter PR game takes patience, a mix of strategies, and just the right timing. It’s also about understanding when to jump into a conversation, how to craft messages that truly connect with your audience, and using the platform’s tools to enhance your brand’s mission, values, and goals.
Build and maintain relationships with journalists and media contacts
X is where journalists turn for breaking news and fresh insights. Regularly engage with them by sharing relevant content, commenting under their tweets, and providing valuable information.
Building these connections can increase your chances of couverture médiatique and foster relationships that benefit your brand or your business in the long term.
Post real-time updates
X’s real-time nature allows you to share timely updates, breaking news, or developments as they happen. This immediacy is essential for keeping your audience informed and engaged, particularly during major announcements or events.
A great way to generate buzz in public relations is by sharing live updates, or “livetweeting” during your client’s events, like a product launch.
Livetweeting keeps your audience engaged in real-time while also building excitement around every new detail. It’s a proven way to bring people into the moment, making them feel like they’re right there with you, experiencing the event firsthand.
This strategy also helps to create a sense of anticipation and keeps your followers eagerly awaiting the next update.
Share resourceful content
PR can help position your brand as a thought leader by consistently sharing insightful and educational content that could be reposted, liked, and bookmarked. Remember that hundreds of thousands of people also turn to Twitter as a search engine, so make sure to load up your tweets with as many relevant keywords as possible.
This could include industry news, tips, case studies, or original research that resonates with your target audience and media contacts alike.
Communication de crise
When a crisis hits, X becomes an essential channel for rapid response. For instance, during natural disasters, people often flock to Twitter to see if others are experiencing the same events, like an earthquake.
In PR, X allows you to address issues openly, provide real-time updates, and communicate your brand’s stance or solutions immediately. This proactive approach helps manage public perception and minimize potential damage, turning a crisis into an opportunity to build trust and credibility.
Learn more about crisis communication
Humanize the brand and connect with customers
It’s also worth noting that X is not just a platform for corporate messaging; it’s also a space to show the human side of your brand.
Engage with followers by sharing behind-the-scenes content, celebrating customer success stories, and responding to tweets with empathy and personality.
Take for example RyanAir, a low-cost Irish airline company that has built a successful social media presence by engaging with customers on X (formerly Twitter) in an informal, humorous, and quite unhinged way.
This has made the airline company a beloved presence in internet pop culture - and while they’re known for their infamous rough landings, their PR team has somehow managed to turn it into a humorous situation.
Boost engagement with interactive content
Another great way to leverage X (formerly Twitter) for PR is to utilize the platform’s interactive features, like polls and Twitter Spaces, to spark conversations and engage your audience.
Spaces, a built-in feature in the mobile app (and on desktop too), allows people to host live audio conversations with other users – similar to a live podcast or panel discussion.
Interactive tools like these can help you gather valuable feedback, create a sense of community, and increase your brand’s visibility. Something as simple as posting a visual or an infographic and asking your followers to comment their thoughts on it is an easy way to boost engagement.
Address concerns
Whether it’s customer complaints or industry controversies, X also allows you to address concerns directly and publicly.
By responding promptly and constructively, you can demonstrate your brand’s commitment to customer service and transparency – all while fostering more trust.
Build credibility of the brand
Consistently sharing credible, well-sourced information and engaging in thoughtful discussions helps establish your brand as a trusted authority in your industry.
Credibility on Twitter translates to enhanced reputation and greater influence.
Share posts / articles that are relevant to your business and industry on your Twitter page
Amplify your brand’s message by sharing posts, articles, and insights that are relevant to your business or industry.
Curating and sharing third-party content can enrich your feed, keep your audience informed, and position your brand as a go-to resource for industry knowledge. Like we mentioned earlier, hundreds of thousands of people use Twitter as a search engine.
Repurpose content from other social platforms
To maximize your reach across various platforms, consider repurposing your blog content into engaging infographics for X. Additionally, share your TikToks on your X page to connect with different audiences and keep your content fresh and accessible.
This strategy helps you leverage your existing content in new, impactful ways, ensuring broader visibility and engagement.
Disadvantages of using Twitter (X) for Public Relations
While X offers numerous benefits for public relations, it also comes with potential pitfalls. When not managed carefully, the platform can quickly turn from an asset into a liability.
Here are some key disadvantages to consider:
Destructive when not handled right
X’s fast-paced environment demands quick, precise communication. A poorly worded tweet or a delayed response can lead to misunderstandings, backlash, or damage to your brand’s reputation.
In PR, missteps can spread rapidly and be difficult to control, making careful management essential. Fortunately, unlike the relentless pace of a newsroom, public relations gives you the advantage of time.
Before posting, take the opportunity to review your tweet with your client and gather feedback from colleagues. This extra step ensures your message is polished and strategic, helping you navigate X’s landscape with confidence.
Can go viral for all the wrong reasons
X’s ability to amplify messages is a double-edged sword. While positive content can go viral and boost your brand, negative tweets can spread just as quickly—or even faster.
A single misstep, controversial statement, or poorly handled situation can turn into a viral PR disaster, with far-reaching consequences.
Unsatisfied clients or customers could gang up on you
Disgruntled customers often take to X to air their grievances. If not addressed promptly and effectively, complaints can snowball, with more users joining in, creating a public relations nightmare. This collective backlash can tarnish your brand’s image and erode trust.
It's important to note that X allows you to hide replies to your tweets. You might use this feature if a reply is graphic, off-topic, or could harm your brand's reputation. However, hiding a reply doesn't make it disappear entirely—curious users can still click to reveal the hidden content.
For brands and businesses, be careful. This approach can backfire, as it may appear that you’re censoring another user's opinion. Transparency is key, and hiding replies could send the wrong message, potentially damaging trust with your audience.
Users can easily search up keywords about your brand and read tweets
X’s search function allows anyone to find tweets related to your brand, including negative or critical posts. This means that past mistakes, unresolved issues, or any controversial tweets can resurface, potentially harming your brand’s reputation long after the initial incident.
When this happens, a quick “quote tweet” along with a general statement would work best.
Conclusion
If you're hesitant about using X (formerly Twitter) for public relations, there's no need to worry! The platform is highly accessible and offers valuable opportunities to gather information and build relationships with media contacts.
With the right approach, Twitter PR can be both enjoyable and effective, helping you engage with your audience and make a strong impact. Embrace the potential of X and watch your PR efforts thrive.
