Snapchat Chat

Social media is a constantly-evolving means of communication that can expand the reach of public relations. As such, public relations professionals must stay up-to-date with the latest emerging trends and discover through trail and error if new platforms are worthwhile investments. In general, if your audience is using a certain social media platform, you most likely should be using it too. It is always best to reach people where they are already congregating. Other areas of business are not immune to these changes in technology as well. Studies show that many people are starting to prefer receiving customer service through messaging rather than the more traditional use of a phone number. Business evolves, and so must public relations.

Blogging, Facebook, Google+, Twitter, Pinterest and more have all worked their way into the public relations' toolbox. One of the most recent platforms to prove useful in PR is Snapchat. Snapchat is essentially a photo sharing application where the images ultimately disappear. It is used by most for its chat, messaging, and image-sharing functions. Overall, it has succeeded because using it is fun and immediate. Unlike other platforms, Snapchat's content is fleeting. 

In her article "6 Ways PR is Using Snapchat" Michelle Han outlines the following possible public relations functions for Snapchat:

1. Creative Messaging
2. Previews and Behind-the-Scenes Peeks
3. Deals and Discounts
4. Tips and Insights
5. Influencer Partnerships
6. Politics and Public Awareness

She also points to the recent #LastSelfie campaign by the World Wildlife Fund as a solid example of Snapchat being used successfully for PR. An example of Snapchat being used by small businesses comes from 16 Handles, a yogurt shop that offers discounts for users that share photos of themselves with their product. 

Content created for Snapchat should be designed to meet the distinct limits and common uses of the platform. Snapchat is not about yesterday or tomorrow, but instead today. Snapchat is about connecting in the moment. In my opinion, the closest comparison would be live-tweeting without the tweets sticking around afterwards. 

As with many social media applications, it is best to go directly to the source to learn the full capabilities of the platform. Snapchat is very different from all other platforms and not as intuitive in my opinion. Thankfully, Snapchat has a detailed and user-friendly support area for the novice user like myself.

In her helpful article "5 Snapchat PR Secrets: Digital Marketers Are Flocking to Snapchat. Are You?" Lisa Buyer says, "There are more pros than cons starting with a way to instantly get news out to followers to connecting with the media in an instant way using Snapchat’s chat feature, to communicating with clients and teams."

While some pre-existing posts from other social media platforms can be repurposed for a Snapchat audience, that's not really the purpose of Snapchat. There are many opportunities within the program to create platform-specific content that involve storytelling and point-of-view. 

Using Snapchat for public relations can be beneficial in reaching audiences in the here and now. If your audience is using Snapchat - and they most likely are - so should you.