Go social for PR

Journalist shares which tool to use for what

Which social media channel works best for private communications with journalists and bloggers? Which for time-sensitive announcements? And which should you never, ever use?

Robert Niles, founder and editor of “Theme Park Insider,” shares his insights on which tool is best for which PR function:

Twitter for announcing news

With short nuggets of information delivered instantly, Twitter’s best for breaking news. Make announcements here first.

Facebook for conversing

Without a 140-character limit, Facebook is a better medium for conversation and reaction. Converse with your community here. And post pieces that will elicit a reaction, spread the word and increase your reach and influence on Facebook.

Email for private communication

Email is best for one-on-one communication and planning. Alert reporters to upcoming Twitter announcements, schedule interviews and send documents via Twitter. Don’t use email for time-sensitive information, though, given the medium’s frequent delivery delays, Niles suggests. And be sure to target and tailor email blasts.

Websites and blogs for in-depth information

The problem with websites is that they make readers come to you. So use blogs and websites to share longer pieces with dedicated followers. If you want to reach larger audiences instantly, use Twitter to refer folks to your site.

Because websites are branded, your organization might feel uncomfortable hosting potentially negative conversations here. Use Facebook — a more visibly “neutral” forum — instead.

And which tool should you avoid?

Never use Twitter’s direct mail for private communication, Niles suggests.

One reason, of course, is Weiner’s Law (“Anything that’s meant to be private will go public on Twitter.”) Plus, Niles writes, “Twitter DM spam has become so common that I never look at DMs any more.”