I was having lunch with a colleague that I have known for several years now. The topic of PR in relation to social media came up and I wanted to share some of our conversation with you on the topic.

The question came up on what kind of PR is used to promote social media content like webisodes, contests and games. I thought about it for a second and said you know I use the same tools for traditional programs. In fact, many of the old media outlets actually have reporters that cover new media projects. So, don’t forget to include them when you release a social media program.

My friend looked at me kind of funny. He was obviously expecting for me to describe the alternative PR opportunities available with social media. I explained that there are many new PR opportunities in social media, but my belief is that most companies benefit from an integrated marketing campaign and social media is a component of that plan.

Definitely, use your normal PR channels to promote social media. Also, investigate the alternative PR channels such as blogs and podcasts and other social media to promote both your social media and traditional marketing programs as well.

UniversalWit will pull together more information on alternative PR and cover the topic in greater detail next week with a multi-part series