The short version
- A PR firm sells being noticed, so a quiet page is the worst possible sample.
- Share coverage you earned, with a link and a plain line about how it happened. Owners like seeing the work behind a headline.
- Teach one press lesson at a time: how to write a pitch, how to talk to a reporter, how to prepare for a bad day.
- Credit the client and the reporter. Never post a client's private news before they release it.
- 2 to 3 posts a week is a steady rhythm for a team of 2 to 8.
A client landed on the front page of the town paper. Your phone buzzed all morning. Then you went back to the next pitch and never told your own followers. Sound familiar?
These pr firm social media post ideas are written for a small shop that works with local businesses, nonprofits and a few regional brands. Swap in the [brackets] and post. If you run a broader marketing shop, our marketing agency post ideas are a close cousin with different angles.
What a PR firm page needs to prove
People hire a PR firm because they want someone to speak well for them. Your page is a small demo of how you speak.
- Plain language, no press-release stiffness.
- Credit given to the client and the reporter.
- One lesson per post that an owner can use without hiring you.
- A clear way to reach you.
- Something from this week, so the page doesn't look like it missed its own deadline.
For a wider look at the basic mix, start with what to post on your business Facebook Page.
Coverage and media win posts
A link to a story is fine, but a story about how the story happened is better. That's the part prospects can't see.
The story behind the story
[Client] was in [outlet] this week. Here's how it happened: we noticed [reporter] covering [topic], sent a 3-line note with a local angle and offered a time to talk. That was it. Good pitches are short and specific.
Photo: A phone showing the published article, with the client's storefront behind it.
Thank the reporter
Thank you to [reporter] at [outlet] for telling [client]'s story with care. Local reporters have a hard job and a short deadline. If you're thinking of pitching one, be kind to their time.
Photo: A copy of the paper or a screenshot of the story page.
Clip of the week
Our favorite coverage this week wasn't ours. [Business] in [town] got a nice spot in [outlet] for [reason]. Good work, and a good reminder that small stories matter.
Photo: A local paper on a desk beside a coffee.
Client milestone
Congratulations to [client] on [milestone]. We've worked with [first name] and the team for [number] years, and we're proud to help tell this story.
Photo: A photo from the client's own team, with permission.
Teach one press lesson at a time
Owners think PR is a mystery. Posts that explain a single step make you the friendly expert. Keep each lesson short enough to read on a phone.
What makes news
Is it news, or is it an ad? A good rule of thumb: a reporter wants something that happened, that affects people in [town] and that they haven't covered before. A new coat of paint is not news. A 40-year-old shop getting its first apprentice might be.
Photo: A desk with a notepad and the word "news?" written on it.
Write a 3-line pitch
Here's the shape of a pitch that gets read: line 1, what's happening. Line 2, why [town] cares. Line 3, who they can call. Cut everything else. Want us to look at yours?
Photo: A short email draft on a laptop screen.
If a reporter calls you
A reporter just called your shop. Don't panic. Ask what the story is, what their deadline is and whether you can call back in 15 minutes. Write down 3 points you want to make. Then call back.
Photo: A phone on a counter, ringing.
A photo editors will use
Sending a photo with your news? Make it sharp, in daylight, with the people looking at the work and not at the camera. Name everyone in it, left to right.
Photo: A well-lit photo of a team at work.
Reputation and bad-day posts
These are the posts that make a prospect think, "I want them in my corner when something goes wrong." Keep the tone calm. No scare tactics. See also how to respond to negative reviews, which pairs well with these.
Have a plan before you need one
Ask yourself: if something went wrong at your business tomorrow, who would speak for you? Who would answer the phone? Where would you post? Write the answers on one page this week. Future you will be grateful.
Photo: A one-page plan on a clipboard.
Say it plainly
When something goes wrong, the best statement is usually the shortest. What happened, what you're doing about it, how people can reach you. Skip the lawyer-speak. Apologize if you owe one.
Photo: A short text on a screen, big font.
Don't delete the comment
Someone posted a harsh comment on your page. Take a breath before you delete it. Answer in a calm tone and offer to talk by phone. Deleted comments are screenshotted. Calm replies are remembered.
Photo: A phone showing a comment with a reply typed in.
Correct the record
If a post or story gets a fact wrong, fix it fast and say so. "We said Tuesday. It's Wednesday. Sorry." Owning a small mistake early keeps it small.
Photo: A edited post on a screen.
The people behind the pitches
Meet the team
This is [name]. [He/She/They] spent [number] years at [outlet or employer] before joining us and knows how a newsroom thinks. Ask about [topic]. You'll get a story.
Photo: A teammate with a notebook.
A day on the road
Today we're driving to [client] in [town] to shoot photos and talk about their anniversary. Local PR is a lot of coffee and parking lots. We wouldn't trade it.
Photo: A car dashboard with a camera bag on the seat.
What we read each morning
First thing every morning, we read the local paper, the community Facebook page and the chamber newsletter. That's how we know what [town] cares about this week.
Photo: A mug and a folded paper.
We're hiring
We're adding a [role] in [town]. You'd write, pitch and talk to local owners every day. Send a short note and a writing sample.
Photo: A desk with an open notebook.
A thank-you to a client who said yes
Thank you to the owners who say yes to a quick interview, even when it's nerve-racking. You make the stories possible, and you're better at it than you think.
Photo: A client at a microphone, with consent.
A steady week for a small PR shop
PR people are good at timing. Apply that to your own page. Another team that sells expertise, the business consultant, can borrow this rhythm too.
3 posts a week
- MonPress lessonOne step an owner can use.
- WedCoverage or milestoneWith credit and a link.
- FriA person or a day on the roadKeep it human.
What makes a PR page lose trust
Do
- Credit the client and the reporter.
- Teach one lesson per post.
- Check quotes and names before you post.
- Wait for embargoes to lift.
Don't
- Promise a headline.
- Name a client who hasn't agreed.
- Post spin that you wouldn't say out loud.
- Go silent between big wins.