Social media is not PR
By Danielle Barfoot
Social media is instant, measurable, and it feels like an easy way to get your message out. But increasingly, businesses are making a critical mistake: they are treating social media as their PR strategy, rather than as one part of it.
The issue with this is that social media on its own doesn’t deliver the full power or credibility of PR. While social media is a must for B2B companies, it’s not a substitute for PR – yes, both aim to share your story and engage audiences, but they do so in fundamentally different ways.
When considering the PESO Model (Paid, Earned, Shared, Owned), social media sits in the ‘shared’ space. It’s where your brand builds personality, shares updates, and connects with your own audience.
PR, on the other hand, falls under ‘earned’ media. It’s about earning trust and attention from independent sources like journalists, trade publications, and influencers, which builds credibility. It’s also where you shape perceptions and position your brand as an authority in your sector.
The risks of relying solely on social
Using social media in isolation limits both reach and impact. Here’s why:
- Your audience is limited. Social followers already know you. Earned media, however, gets your message in front of people who don’t yet follow your business.
- It’s difficult to build credibility. Anyone can post on social platforms, but when your insights appear in a respected publication or industry outlet, it provides third-party validation that builds authority and credibility.
- Engagement doesn’t equal influence. Likes and shares look good on a dashboard, but they don’t always translate to reputation or leads. PR ensures your message reaches decision-makers in the media they consume and respect.
When PR and social work together, it creates a powerful combination. Earned media coverage attracts new audiences to your channels, while social media extends the reach of those stories and keeps your brand top of mind with existing followers.
Why you need a PR partner, not just a social media manager
Managing social media alone is a short-term strategy, while partnering with a PR agency gives you the long-term vision to turn content and coverage into business growth.
At Shrewdd, we help B2B companies connect the dots by developing integrated strategies that bring together owned, earned, and shared media to maximise impact. We do this by helping build a solid foundation of owned content such as blogs, case studies, and thought leadership articles, generating earned coverage to boost visibility and authority, and using social media to share stories and keep audiences engaged.
Working with a full-service agency like ours – we offer PR, social support, marketing and design under one roof – also has additional benefits. It ensures your messaging, visuals, and strategy all work in harmony, saving you time, resources, and budget. Instead of hiring multiple specialists or a full-time employee, you gain access to a full team of experts for a fraction of the cost.
PR and social work better together
Social media is fast, flexible, and fantastic for connection, but it shouldn’t be your entire strategy. When used as part of a wider PR plan, social media becomes far more powerful by strengthening your earned media, deepening relationships with customers, and ensuring every story you tell reaches its full potential.
If your 2026 communications plan relies on social alone, it’s time to think bigger. Let us help you turn your social activity into an integrated PR strategy that builds your reputation, not just your reach.