Launched in March of 2010, Pinterest is a social media platform that has grown exponentially. Currently, Pinterest has more than 70 million users and is gaining more momentum outside of the U.S. Not only has it caught the attention of individual users, but also organizations of varying sizes.
To create a PR campaign using Pinterest, you must keep in mind that it is not all about you or your products. This can turn users away from your boards. It’s about putting forth interesting ideas and concepts that the mass can contribute to or participate in.
One tip is to focus on promoting yourself through interesting ideas and concepts. For example, you can post a photo about your lamp for sale – OR – you can post a photo of different room design concepts that incorporate your lamp. Pinterest is a platform that heavily promotes the concept of creativity – build on that.
Another tip is to let your audience get to know you and your organization on a personal level. Posting interesting tidbits of information about those working within your organization gives them a better sense of the people working behind the scenes.
Last but not least, it’s key to use pictures and boards to express your mission and what your organization stands for. For example, Whole Foods has an entire board dedicated to its Whole Kids Foundation.
In one pin, a photo is captioned with: “To this date, 1396 salad bars have been provided to U.S. schools since Letʼs Move Salad Bars to Schools was founded in 2011. Fight obesity with information!” This pin received 28 repins and 44 likes, thus spreading awareness about Whole Foods corporate social responsibility (CSR) initiatives.
Keep in mind that public relations is all about building and maintaining relationships. Pinterest is a great tactic that you can use to accomplish this. Follow reporters, bloggers and other related organizations to keep up with them and have them engaged in your content as well!