ALM (or aLine Media) is a new media first PR firm that is looking at social media celebrities to be the fashion spokeswomen of tomorrow. Coming in at #2 on our list of most popular public relations firms on social media, ALM has used partnerships with the biggest influencers on YouTube, Instagram, Facebook, and Twitter to give its clients the most exposure across the web. Here’s how Kenn Henman, the President of aLine Media told me they do it:

For your clients, which social networks have been the most effective for PR?

YouTube, Facebook and Instagram

How do you go about handling a social media PR campaign? Do you guide your client or take control and run their accounts?

We manage all aspects of their social media, however we emphasize the importance to our clients to post as well (especially Instagram).

What advice would you give to potential clients or other PR professionals when it comes to using social media for a public relations campaign?

Have a plan. We outline 90 day strategies and update every new quarter.

Do you have any social media success stories you’d like to share?

One of aLine’s clients is Heart Defensor, whose YouTube name is ThatsHeart. With a total social reach of more than 1 million, she was recently sponsored to attend New York Fashion Week by cosmetics giant Maybelline and attended the shows of BCBGMaxAzria, Mara Hoffman, Richard Chai, Hervé Léger and Elle Fashion Next. For the latter, she conducted red-carpet interviews with Elle magazine Editor-in-Chief Robbie Myers and Creative Director Joe Zee, as well as fashion journalist Louise Roe.

“As we all know, there are only so many chairs they can line up along the runway, and now these girls are squeezing the traditional fashion matrons out,” says Kenn Henman. “The fashion perspective is changing; the shoppers of today and tomorrow are looking for a fresh look and up-to-the-minute style, and the social-media influencers are the ones delivering.” – Excerpt from a blog post by Sarah Humphreys

If you know a PR firm who would like to offer their social media advice to other professionals, leave a comment or contact info@uwire.com to let us hear about it.

This week, we heard from Jeremy Woolf, Senior Vice President and Global Digital/Social Media Lead at Text100 who came in at #16 on our list of the top PR firms on social media this year. Jeremy gave us some insight into how Text100 works with their clients, and how they use social media as part of the journey they take audiences on.

For your clients, which social networks have been the most effective for PR?

We’ve seen great success working with LinkedIn, Twitter and Facebook. We’ve also done great work creating and driving our clients’ blogs. While blogs aren’t typically as social as the other networks, they’ve proven to be an important platform for thought leadership, with the posts amplified through social networks and used as catalysts for discussion.

How do you go about handling a social media PR campaign? Do you guide your client or take control and run their accounts?

It’s a mix. Our team gets involved in client campaigns at several levels – from research, concept development, strategy and planning, to content production and development, community management, analytics and measurement. We’ll happily manage the entire process on behalf of our clients, and/or also act as advisors as they manage their own social properties and campaigns.

What advice would you give when it comes to using social media for a public relations campaign?

Don’t treat social as a campaign.  Social media is a commitment to participating in, joining, building and sustaining an active community. You also need to consider social media in the proper context. It isn’t a strategy. There’s no one size fits all approach.  Each platform is evolving regularly and so should your strategy.  It’s not about being on every platform, it’s about being on the right platforms for your brand and managing those well.

How would you recommend that a client handles a big screw up on social media

Respond quickly through the channel that the issue broke in. Be honest and true to your brand’s values. Create an owned content channel that supports your side of the story with evidence. And finally, don’t feed the trolls.

What do you think sets your company apart from your competitors?

Text100 understands the entire audience journey, from awareness through to advocacy. We put the audience at the center of all of our campaigns. And we recognize that decisions are shaped by many different types of content through diverse media channels – paid, owned, earned and social. These channels need to work together to help our audience reach specific points of action.

You can also follow Text100 on Facebook, Twitter, or through their blog.

If you know a PR firm who would like to offer their social media advice to other professionals, leave a comment or contact info@uwire.com to let us hear about it.

As social media has become an increasingly important part of public relations, most of the best firms out there have learned to adjust. NKPR is no exception, and that’s probably why they landed at number 15 on our list of the top PR firms on social media this year. We asked Natasha Koifman and her team at NKPR to let us hear how they do social media, and what sets them apart as a brand.

For your clients, which social networks have been the most effective for PR?

At NKPR, we develop tailored strategies for each client that we represent from lifestyle to non-profit and corporate sectors. Based on their objectives and target audience, we recommend the social networks and programs that can best move their brand forward and tell their stories!

With that in mind, some of the best social tools out there right now include:

Twitter: We love Twitter because it allows us to create ongoing conversations with consumers, media and influencers alike. With daily trending topics, brands have the opportunity to form a lifestyle portal, contributing to discussions that are authentic to who they are and what they represent. The best brand messages are short, sweet and to the point and Twitter challenges us to stay true to that in 140 characters.

Facebook: With 1.5 billion users, Facebook still remains the social outlet with the largest audience and potential brand reach! For large-scale campaigns, Facebook offers an extensive range of customizable apps and advertising opportunities to really make a strong impact.

Instagram: With high engagement and a strong visual component, brands with a younger target demographic can build buzz and gain a strong following on Instagram. The mobile platform has been growing rapidly and shows no signs of slowing down, especially now with the introduction of video content.

How do you go about handling a social media PR campaign?

At NKPR, we have a unique approach. We always start off by asking our clients “What does success look like?”. Based on this, we build our social strategy and recommendations to align with those measures.

We provide a variety of social media services for our clients from social media audits that help to guide and evaluate their internal campaigns to full-scale community management and campaign development.

What advice would you give when it comes to using social media for a public relations campaign?

• Take a 360-approach to the campaign, always looking at how social can push the envelope further
• Know your audience and target them accordingly with the right message and social platform
• Content is king and well-thought out creative campaigns will make a stronger impact then content for the sake of content
• Establish an authentic brand voice, your social accounts should be a lifestyle portal and not overly promotional. Stay consistent

How would you recommend that a client handles a screw up on social media?

• Be honest and forthcoming
• Acknowledge the issue and present a solution
• Make a quick and genuine apology, taking responsibility for the error
• Address what went wrong and the steps your brand will take to ensure it doesn’t happen again

Do you have any social media success stories you’d like to share?

NKPR integrated a digital division ahead of the curve. We saw the PR landscape changing rapidly with the introduction of social networks like Facebook and Twitter and we wanted to be at the forefront for our clients.

We love that social media gives us the chance to connect with the public directly, something that happened primarily through media relations in the past. As a PR agency, we have built a following of 9000+ highly engaged users on Twitter and many more on our NKPR blog, Facebook, Instagram, Pinterest, YouTube and more.

As an agency, we’ve established a strong and authentic brand voice on social media. Many of our new business now comes to us from social referrals and when we tweet or post about a product we love, our followers take notice. As a PR agency, we are now our own media outlet .

What do you think sets your company apart from your competitors?

• Authenticity – Our brand voice and personality is at the core of everything we do and who we are as agency. When we say something on social, It is always authentic to our brand voice
• Engagement – We have built a loyal following online over the years and engagement is very high. This means our posts can have a strong impact for our clients

This week, we got the chance to hear more from the 20th most popular PR firm on social media, República. Like many of the top firms on our list, you’ll see that they emphasize an individualized approach, and work to develop lasting relationships with their clients. Their international expertise and top-notch team work together to provide the best possible social media work for their clients.

For your clients, which social networks have been the most effective for PR?

Depending on the campaign and the strategy, but often times, Facebook, Twitter and Google+ are the most common social platforms used for our clients.

How do you go about handling a social media PR campaign?

Each client’s needs are different. We work with our agency partners to determine the best approach for their brand based on their objectives. Our work ranges from basic account set up and branding of a social media profile to content creation, digital media strategy, and community management. For some client’s a hands on community management approach is beneficial, and with others, it’s more about providing strategic guidance in the space.

What advice would you give when it comes to using social media for a public relations campaign?

Social media is the most direct line of communication between a brand and a consumer. It’s paramount to understand that relationship. We recommend using social media channels as a vessel to listen to your audience, leverage that relationship to craft your brand’s story and always engage with followers, making them feel a part of the brand.

Social media also provides a medium to communicate news immediately. With today’s fast-paced news channels, it’s important for brands to leverage their social platforms to convey their message(s) quickly. This is especially important when planning campaigns or PR strategies regarding major announcements or dealing with crisis communications.

How would you recommend that a client handles a big screw up on social media?

It depends on the situation. If a client has tweeted something that was not factually correct or would like to retract a message, a good PR rule of thumb is, “Tell the truth, tell it all, tell it fast.” If you made a mistake, get out in front of it. An honest tweet or Facebook post can go a long way to repair any damage to public perception.

Do you have any social media success stories you’d like to share?

We recently worked with our client, Pernod Ricard Americas Travel Retail, on the launch of a new duty-free exclusive scotch whisky, the Chivas Brother’s Blend. República developed and executed a media relations campaign; social media strategy, content creation and community management for the brand’s Facebook page. Following a teaser campaign within the duty-free market and social media, we were able to garner more than 60,000 Facebook fans around this launch.

What do you think sets your company apart from your competitors?

República is a dream shop, built on guiding principles that stem to the core of our business practices. What sets us apart is our talented team members who are the bloodline of our agency, and without them we could not deliver the high-caliber work that help our clients succeed.

While there are many incredible companies in today’s marketplace, at República, we’re one familia, and that is rarity we hold as a cornerstone to “Who We R.”

If you know a PR firm who would like to offer their social media advice to other professionals, leave a comment or contact info@uwire.com to let us hear about it.

Photo by Alexander Richter, used with permission from Audible Treats

The music industry has embraced social media more than almost any other, so it should come as no surprise that Audible Treats has a worthy presence on social media. In fact, they came in at #11 on our list of the top PR firms on social media this year, so  we got their perspective on what makes a social media campaign work. The following answers come from co-founder and president, Michelle McDevitt:

For your clients, which social networks have been the most effective for PR?

For my clients, most of whom are musicians, producers, rappers, singers, performers, Twitter and Facebook have proven been the most effective networks. Both Twitter and FB are easy for them to manage and update on their own and through them, they can extend their persona and brand with fans easily. More recently, Instagram and depending on their personality, Vine too, have become great tools for them too. Soundcloud and YouTube aren’t social media platforms but they have a similar metrics measuring component to them and they have proven to be indispensable to measure the efficacy of our campaigns.

How do you go about handling a social media PR campaign?

It depends from client to client. To be honest, most of our clients have a pretty good grasp on how to use social media so we usually only do light consulting in the form of passing along good press hits to share with fans, making sure they tag media publications when they tweet about their press hits, making sure their accounts aren’t auto-updating/syndicating across platforms (it’s lazy and can turn people off) teaching them the basics do’s and don’ts, etc. We sometimes come up with creative social media-driven contest and activation ideas to incentivize fans to become more involved and help spread the gospel too.

What advice would you give when it comes to using social media for a public relations campaign?

Don’t rely solely on social media to raise awareness and likewise, don’t ignore it. I consider social media to be complementary to a traditional PR campaign. There’s hundreds of blogs dedicated to “best practices” – read those and choose which ones apply best to your industry.

How would you recommend that a client handles a big screw up on social media?

Owning up to mistakes and apologizing for gaffes is usually the best way to handle them. I would also suggest a more extensive apology on the company blog or doing an interview after extensive media training.

Do you have any social media success stories you’d like to share?

Several of our clients have been trending topics on Twitter, Facebook Likes have doubled or even tripled within a month, we’ve launched several clients’ first interactive campaigns on their social media platforms that have resulted in increased sales, awareness, and an uptick in ancillary areas, such as new show bookings, getting higher profile mangers, getting record deals, etc.

What do you think sets your company apart from your competitors?

We get results in a variety of media platforms and clients can tell that we’re personally invested in our projects. We consult on everything from image to branding to asset roll-out and we have honest conversations with a client if something isn’t up to par and will ultimately hurt the campaign.

If you know a PR firm who would like to offer their social media advice to other professionals, leave a comment or contact info@uwire.com to let us hear about it.

With the #19 spot on our list of the top PR firms on social media, we were excited to hear what rbb Public Relations could tell us about how they find success through social media campaigns. Rather than have just one employee give us answers to our questions, rbb took a team-based approach that really drives home the point that individualized attention is a key trait of a successful public relations campaign.

For your clients, which social networks have been the most effective for PR?

Maite Velez-Couto, Vice President:

In simple terms, it depends.

Facebook continues to be a powerful tool to connect with currently engaged audiences and those that are already “fans” of the brands because they already love the product and are there to listen and engage – when done well. It works very well for our hotel brand clients. The platform gives us a forum to mine information to make the guest experience that much better, learn their needs on real time and offer meaningful rewards and insights. The conversation also informs the direction of future promotions.

We find Twitter more effective when trying to engage those that may not be as familiar with a brand or product. Also, the “simplicity” of the platform allows us to move more quickly and perhaps test things without committing too much time or resources. When used creatively, Twitter is also a great way to amplify the reach of a PR program like a media “Fam” trip to a resort or a product sampling tour.

Pinterest is a great place for our travel clients. It’s a strong traffic driver to the brand sites.

How do you go about handling a social media PR campaign?

Christine de la Huerta, Vice President:

This is not a one-size-fits all type of business. We manage these assignments in different ways, to adapt individually to client policies, comfort level and resources.

For some clients, we do it all: create content, handle engagement, manage the online communities and fully run their online channels, soup to nuts. For others, we may ramp it up for them, create a content calendar and engagement strategy, then conduct training for their communications staff to take it over and we hand it off. Still other clients have us create the content strategy and the proactive content on an ongoing basis, while they do the actual postings and engagement. In any of these scenarios, and all the hybrids in between, the most important step is to have a strategy, know your audience and provide value along the way.

What advice would you give when it comes to using social media for a public relations campaign?

Abdul Muhammad II, Vice President of Digital Development:

Let the PR team drive the social media!

You get the best results from an integrated communications campaign, when the message, distribution, and engagement takes place under one umbrella.
Be a #BreakoutBrand and use real-time data to better inform, connect and build long-lasting relations. The new PR is SOCIAL!

How would you recommend that a client handles a big screw up on social media?

Bruce Rubin, Crisis Communications Expert:

In any corporate crisis, one size doesn’t fit all, so variables always come into play. But generally, a social media gaffe can be covered with a swift and genuine apology. If this is done on a timely basis, there isn’t much detractors can continue to say.

Do you have any social media success stories you’d like to share?

Rafael Sangiovanni, Social Media Strategist:

We have several passionate pop culture geeks in the office, and there was a lightning in a bottle opportunity where we found a crossover between “Lord of the Rings,” public relations and social media trends.

We knew that infographics get shared on social media like wildfire, especially Twitter. So, when director Peter Jackson announced that he was making “The Hobbit” into a trilogy (a hugely heated topic at the time), our team whipped up an infographic calculating the potential amount of money the new trilogy could make per page of the book, based on the success of the original “Lord Of The Rings” movie series.

It was a unique angle on the conversation – something we always strive to find in PR – and that particular infographic was representative of the type of creative, out-of–the–box thinking rbb applies to all our client projects, while also showcasing our creative services capabilities.

To get the word out, we hit the pavement with search and response messaging, talking to film bloggers, LOTR book enthusiasts, pop culture aficionados, PR and marketing pros – the works. Because of that outreach on social media, the response to the post was so overwhelming that till this day – one year later – “The Hobbit” infographic remains one of our most viewed pieces of content, and it continues to drive traffic to rbb’s branded online channels.

What do you think sets rbb apart from your competitors?

Lisa Ross, President and Partner

Here are the top five reasons clients choose rbb (culled from interviews we conduct after every new business presentation):

1. rbb dedicates the entire resources of the firm to one client in a category to share every opportunity we uncover, and provides up to 10% courtesy hours each month as part of our investment in growing our clients business.
2. rbb delivers PR, B2B communications, digital/social media and graphic design, all in-house.
3. rbb’s dedicated client teams are always led by a partner of the firm guaranteeing a level of accountability that will exceed client expectations. Our staff member’s average tenure exceeds eight years, meaning we deliver a team with deep knowledge and commitment to match.
4. rbb tops off its strategic approach with smart execution, alliance building and realistic fee arrangements (no mark ups) to make clients’ budgets go further.
5. rbb is a multicultural, four-time national PR Agency of the Year, recognized for pushing the creative and strategic envelope and driving meaningful client business results. We strive to continually set the standards for public relations success, with our work garnering Silver Anvils, Platinum PR Awards, and SABRE Awards in nearly every possible category including word of mouth, thought leadership, multicultural, cause-related, reputation management, community relations, B2B markeing, digital/social media, and more.

Bottom line… rbb is a marketing PR firm that offers the creativity and experience of a large agency, packaged as a cost-effective and nimble boutique agency. Our sweet spot derives from our Breakout Brands approach, which drives forward brands that want to challenge the segment and break out from traditional marketing techniques. We do whatever it takes to break through the information clutter, communicate with various audiences, and reinforce our passion for breaking goals and setting new standards of ROI.

If you know a PR firm who would like to offer their social media advice to other professionals, leave a comment or contact info@uwire.com to let us hear about it.

After publishing our annual list of the most popular public relations firms on social media last month, we decided to follow up with some of the companies on the list to find out more about how they manage social media campaigns for their clients. Our first interview with Apryl DeLancey of BLAZE PR gave us some insight into her firm’s strategy, and we hope it will help other PR professionals learn a thing or two as well.

For your clients, which social networks have been the most effective for PR?

The most effective networks really depend on the client and what their particular goals are. We’ve found Twitter to be incredibly effective to pitch journalists and to maintain relationships. Facebook, on the other hand, has been great to get reach and awareness, especially when there are sweepstakes involved. Instagram is becoming more relevant, especially with the video component.

How do you go about handling a social media PR campaign?

To handle social media PR campaigns we work with the client on the overarching strategic plan and then determine the tactical execution from there. We have clients that we give the tactical plan to and then follow their progress on a regular interval, giving them optimization recommendations. In addition, we have other clients where we run the accounts entirely. So, the answer to your question is both.

What advice would you give to potential clients or other PR professionals when it comes to social media?

The most important thing is to determine what your goals are and what success looks like. From there, you determine what platforms meet those needs. Saying that you “need a YouTube presence” or spreading yourself over all platforms because you think you need to be everywhere are not goals. Carefully examine what you are trying to do, who you are trying to reach, and what other traditional outlets you need to create a comprehensive and successful plan.

Do you have any social media success stories you’d like to share?

One of our biggest success stories is with our Marriott hotels. We have 3 in particular that are just a few miles apart and gave each a unique identity not only through online social media campaigns but through offline activation.

What do you think sets your company apart from your competitors?

We have senior staff that not only determines strategy for our clients, but remains day-to-day contacts for them. Our clients aren’t passed off to interns or junior staff, they’ve got access to the Directors and VPs at any time they wish.

If you know a PR firm who would like to offer their social media advice to other professionals, leave a comment or contact info@uwire.com to let us hear about it.

Public relations is a quickly changing field, and little in technology has had as much impact on the industry as social media has.

A decline in print journalism, broadcast radio, and even television has shaken the PR world, but public relations firms who are investing more time and energy into social media are less likely to worry about these technological upheavals. Social media is beginning to play a critical role in reaching customers, so if you’re looking for someone to handle your PR, you should look for a firm that understands social, and holds it at the top of its priority list.

Here are the 25 most successful PR firms on social media in 2013, and some of the ways they set themselves apart:

25. Golin Harris International

Twitter | Facebook

After getting their first client in 1956, Golin Harris has continued to build on that success as the representative for companies like Dow Checmical, McDonald’s, and PetSmart. Golin Harris does a great job on Twitter responding to their fans and customers, and shares fun and personal updates on their Facebook page.

24. APCO Worldwide

Twitter | Facebook

APCO serves many large, worldwide business clients like Sprint and Applied Materials. Besides sharing a wide range of public relations industry news, they cover issues in woman owned businesses, and photos from events they host.

23. BLAZE PR

Twitter | Facebook

With clients in industries like health, hospitality, and consumer products, Blaze PR has gathered almost 6000 followers and fans on Twitter and Facebook respectively. They keep their Facebook fans engaged by asking questions about social media and consumer-related news, and post company updates and advice from around the web on their Twitter account.

22. New Media Strategies

Twitter | Facebook

Since 1999, New Media Strategies (NMS for short) has worked with some major brands like NBC, Adobe, and Domino’s Pizza. Besides managing over 129 social media accounts for clients, they manage their own Facebook and Twitter pages handily as well.

21. MWW Group

Twitter | Facebook

MWW has experience in a wide range of consumer public relations campaigns, and their client list is pretty varied as well. They keep followers up to date with updates from their blog, job openings, and industry related news through both Twitter and Facebook. They also do a good job listening and retweeting people on Twitter.

20. República

Twitter | Facebook

With a focus on cross-cultural campaigns, República offers its clients a wide range of services including social media, advertising, and public relations. Through social media, they showcase awards they receive and highlight relevant news from across the internet.

19. rbb Public Relations

Twitter | Facebook

Among numerous other awards, rbb is also the first public relations firm on this list to crack 7000 fans and followers combined. They stay very engaged with their followers on Twitter, and post lots of fun photos and office updates on Facebook.

18. Trylon SMR

Twitter | Facebook

Trylon’s clients include some of the best names in technology and media. They operate the NY Convergence Blog, where they have over 7300 fans and followers. On both networks, they share news about New York, technology, and startups throughout the day.

17. Max Borges Agency

Twitter | Facebook

While most firms on this list take on a variety of clients, Max Borges focuses completely on tech companies like Philips, ThinkGeek, and MSI Laptops. Their Twitter and Facebook streams are filled with interesting gadget and tech news, and they also do a great job responding to customers and fans.

16. Text 100 Global PR

Twitter | Facebook

Text 100 shares content from it’s own blog (known as Hypertext), as well as from digital communications outlets around the web. They also know to keep their social presence loose, and have fun. Their laid back culture has no doubt helped them gain hip clients like MTV, Skype, Ikea, and Activision.

15. NKPR Inc

Twitter | Facebook

By taking an individualized approach to public relations, NKPR has landed clients like Anne Klein and Skyy Vodka as well as a wide range of consumer-facing brands. Natasha Koifman (the company’s founder) operates their Twitter account, and does an excellent job giving her updates in a personal and well thought out way. It’s no surprise that NKPR has over 8500 followers on Twitter alone.

14. Gregory FCA

Twitter | Facebook

Based in Philadelphia, Gregory’s clients include a wide range of national and international brands. Their award winning campaign in content marketing sets them apart, but so does their solid use of social media. Like many PR firms on this list, Gregory does a great job highlighting industry news on social media as well as recognizing their customers and fans.

13. Waggener Edstrom Worldwide

Twitter | Facebook

Using a mix of traditional and new media, Waggener Edstrom specializes in bringing engagement to their clients, but they’ve also made sure to get some engagement themselves on social media. With around 9500 fans and followers, Waggener Edstrom engages their audience with a mix of fun and interesting news as well as company updates.

12. Hill & Knowlton

Twitter | Facebook

With offices in over 50 countries, the people at Hill & Knowlton certainly stay busy. Still, they haven’t forgotten about social media, where they share a variety of tips for PR professionals as well as job listings and interactions with their customers.

11. Audible Treats

Twitter | Facebook

Brooklyn based Audible Treats offers unique PR services to musicians and artists looking to get the word out through both online and print distribution. Both their Facebook and Twitter accounts are great for audiophiles to keep up with the latest up-and-coming artists, so it’s no surprise that they’ve been able to garner a following of over 11,000 since their founding in 2004.

10. Porter Novelli

Twitter | Facebook

Porter Novelli has some of the most recognizable clients in this list (Pepsi, HP, and Pampers to name a few), and their international presence has garnered them many awards. On social media, they do a great job keeping up with social media, content marketing, and public relations news, especially as it relates to digital technologies.

Congrats to Karen Ovseyevitz, who has been named one of the most influential women in business in Mexico – http://t.co/G1fdCOFRm2 #PNID

— Porter Novelli (@porternovelli) August 19, 2013

9. 5W Public Relations

Twitter | Facebook

With offices in New York and Los Angeles, 5W has a coast-to-coast approach to public relations that has both landed them clients and offered them many awards. Not least among these was being named 2013’s PR Agency of the Year at the Stevie’s. Their social media presence on Facebook offers exposure for their clients, and they have a great stream of interesting news coming in on Twitter.

Socialbots – designed to sway elections, to influence the stock market, even to flirt with people and one another: http://t.co/LXyZRpddv7

— 5WPR / 5W PR (@5W_PR) August 12, 2013

8. Shore Fire Media

Twitter | Facebook

The second Brooklyn based music PR firm on this list, Shore Fire’s customer-specific approach has garnered them a variety of pop, rock, and country clients. They do a good job interacting with their customers and followers, and make sure that followers get a variety of music-related news, releases, and events.

@MickLangenberg All good choices!

— Shore Fire Media (@ShoreFire) August 20, 2013

7. Burson-Marsteller

Twitter | Facebook

With over 60 years of experience representing brands in a range of technology and human driven industries, it’s clear that Burson-Marsteller knows its stuff when it comes to public relations. With over 18,000 fans and followers on Facebook and Twitter, it’s also clear that Burson-Marsteller knows its stuff in the realm of social media. They share relevant news as well as plenty of shout-outs to brands they support.

Congratulations to @GenesisBM on a Gold SABRE for Pepsi & 3 certificates of excellence for Sennheiser, Earth Hour & Avon at #SABREIndia!

— Burson-Marsteller (@B_M) July 26, 2013

6. Fleishman-Hillard

Twitter | Facebook

Fleishman-Hillard has a long history of pursuing what it calls the “power of true.” Their clients include many internationally known organizations such as the Turkish Embassy, Procter and Gamble, and ConAgra Foods, so it makes sense that they would have a global social presence as well. With over 18,000 followers on Twitter alone, Fleishman-Hillard deserves its #6 spot on this year’s list.

How do you manage bilingual communities? Our own @jenn_shah shares why language tailored engagement matters: http://t.co/MK2Csot1OZ

— FleishmanHillard (@Fleishman) August 14, 2013

5. J Public Relations

Twitter | Facebook

Don’t let their short name fool you. J is widely known as one of the country’s best public relations firms in the hospitality industry, and they’ve successfully managed clients like the Hard Rock Hotel and Sheraton Hotels. Their Facebook page has company updates and fun photos from around their office, and their Twitter account offers some great travel and hotel related advice for followers.

Plan a couples retreat to one of these 7 perfect spots via @lifestylemirror including @SurreyHotelNYC & @TwinFarms. http://t.co/xM3Xo5YzHW

— J Public Relations (@jprpublicity) August 19, 2013

4. Weber Shandwick

Twitter | Facebook

Weber Shandwick’s mission may be to give clients “a legion of believers, supporters and fans,” but that doesn’t mean they haven’t gathered quite a legion themselves. Over 24,000 people get updates from the firm on Facebook and Twitter where they share a variety of public relations news, company updates, and releases from clients.

In @Forbes Weber Shandwick CEO @AndyPolansky talks with @CEOShow about how CEOs can engage through social media http://t.co/rRCe7WMX0w

— Weber Shandwick US (@WeberShandwick) August 14, 2013

3. JESS3

Twitter | Facebook

At the edge of math and art, JESS3 specializes in helping their clients visualize large data sets and present them in the most impactful way possible. With the popularity of infographics and visualized data around the web, it’s not completely surprising that JESS3 would have been able to build such a massive following, but the really interesting thing is that they spend more real estate on Twitter retweeting and mentioning others than promoting themselves. People appreciate this kind of “real”-ness, and it shows in JESS3’s fan base.

If you aren’t having fun making it, they won’t have fun reading it.

— JESS3 (@JESS3) August 20, 2013

2. Edelman

Twitter | Facebook

Being the world’s largest public relations firm already places Edelman in a category of their own, but you can’t discount their commitment to social media either. With over 50,000 fans and followers, Edelman has made a name for themselves in PR news and commentary. Their blog is a great resource for writers and professionals, and they do a great job making sure that their name is front and center in the world of PR.

Motivation from @gailfbecker: “When I think I can’t do something, I force myself to try it.” http://t.co/9KsSEiQQRh — Edelman PR (@EdelmanPR) August 19, 2013

2. [Updated] ALM Public Relations

Twitter | Facebook

*ALM Public Relations was unintentionally left off the list at the time of this posting. Find out more about ALM’s talent and influencers here.

1. Ogilvy & Mather

Twitter | Facebook

Finally, at #1 on our list of the top 25 PR firms on social media, Ogilvy & Mather sits uncontested. With a staggering 200,000+ fans and followers, Ogilvy has the big name client list to back up their big name social following. They keep fans engaged with fun and relevant advertising campaigns, and manage multiple social media accounts for their variety of business offerings.

Your Friday Ogilvyism … “The way up the ladder is open to everybody.” #DavidOgilvy #Quote pic.twitter.com/4ixj36VvTy

— Ogilvy & Mather (@Ogilvy) August 16, 2013

Notes: This list was compiled using the total social following of over 200 top-ranked US public relations firms. All inquiries should be directed to info@uwire.com.

It’s often risky to politicize your brand, and publicly take a stand on a hot-button issue like gay marriage. With two major Supreme Court decisions about the issue and hundreds of gay pride parades going on right now, it’s gotten a lot easier for some brands to make a stand in support of gay marriage. So, is it wise for college-centric brands to align themselves with this cause?

Photo by Fibonacci Blue on Flickr.com

Here’s What the Students Think of Gay Marriage

In 2009, 65% of college students supported same-sex marriage. Over the next two years, that number increased to 71%, and in 2013 the Washington Post found that 81% of young adults believed that legalizing gay marriage was the right thing to do.

In short, college students and young people overwhelmingly support it.

Because the issue is seen by many young people as a civil rights issue, and not necessarily a political one, support crosses gender and party lines among young consumers, but it does hold especially strong weight among females and liberals. Experts believe this issue could be one of the strongest reasons that young people get politically active, so while there are some students who may be put off by the issue, a lot of big brands have no problem taking a side.

Who’s Already Doing it?

Some of the world’s biggest and most recognizable companies have publicly voiced their support of gay marriage including:

• Apple
• Starbucks
• Google
• Facebook
• Nike
• Microsoft
• AT&T
• Oreos
• Citi

So if you think that it will help your customers and college students get behind your brand, the pathway has already been cleared. You won’t be the first, but you probably won’t be the last either.

Where the Opposite Could Land You

There are a few companies who have moved in the opposite direction of supporting gay marriage – most notably Chick-fil-A. After it was discovered that the family-owned company donated money to organizations opposed to same-sex marriage, Chick-fil-A’s owner, Dan Cathy, angered a lot of people with his remarks:

“I think we are inviting God’s judgment on our nation when we shake our fist at Him and say, ‘We know better than you as to what constitutes a marriage’. I pray God’s mercy on our generation that has such a prideful, arrogant attitude to think that we have the audacity to define what marriage is about.”

As the controversy ballooned, students at over 50 colleges across the country boycotted or petitioned the removal of Chick-fil-A from their schools. While the restaurant has changed its policy of donating to organizations that fight gay marriage rights, the situation has left many of their former customers with a bad taste in their mouths.

Regardless of your personal feelings about same-sex marriage, it has become an increasingly difficult issue to stand up against. While I don’t think it’s 100% necessary for every company out there to come out in support of gay marriage, it’s clearly not wise to show yourself as a staunch opponent.

What do you think? Should brands support divisive political issues or just keep quiet? Let me hear your thoughts in the comments below.

Even experienced public relations professionals may struggle when trying to connect with younger readers. College students are a special case; they’re smart, social, and very savvy to “trickery,” which makes it even tougher to connect with them through a press release. That said, they are curious and often willing to try new products or services if the value proposition makes sense. Here are four tips for writing college press release titles:

1. Put Yourself in College Students’ Shoes

First of all, think about the things that a college student needs:

1. Food
2. Money
3. Grades
4. Friends

If your product or service relates to improving any of the above areas of the student’s life, you’ve got a potential winner. The challenge now is to offer it clearly and succinctly.

2. Get to the Point

Students are busy. Between classes, seeing friends, keeping up with their favorite TV shows, working, and trying to stay in shape, they are constantly browsing the internet for interesting tidbits of information. The problem is that they don’t spend much time with any one source, so you’ve got to hit them quickly and often if you want to get noticed. The title of your release should be short (one sentence or less), and it should tell the reader what you’re offering and why it appeals to one of the above “college student needs.”

3. Don’t Demean or Deceive

A title is like a promise, so it’s really only half the battle when writing your press release. Even if you have a very appealing title for your college press release, it won’t mean a thing if the content in your release doesn’t measure up. College students are constantly bombarded with ads and the increasing number of deceptive marketers out there tends to make them wary. It helps if you include some social proof in either your release title or content.

4. Think about Share-ability

Social media is the channel of this generation. Newspapers, blogs, and even search engines are continually being set aside as students spend more time sharing and consuming media on social networks. For press releases, this means that your title has to be “click-worthy,” and “share-worthy.” Here are some great things to consider (via Moz.com):

“Assuming all other factors neutral for the moment, let’s look at what I think are 7 most important ingredients of your titles;

1. Curiosity
2. Benefit
3. Emotion
4. Tangible
5. Appearance
6. Sound
7. Expectation”

Do you have your own tips for writing college press release titles? I’d love to hear your thoughts in the comments below.