LinkedIn is the world’s largest professional online network with more than 150 million members in over 200 countries and territories. But what use is it for PR professionals? One possible use is to promote yourself, and your business’s brand (or even find new PR jobs). As David Taylor, director at Savvy Social, puts it: “We are rapidly moving from a situation of B2B or B2C to one where it is P2P: person to person. A LinkedIn profile is the single best way of enhancing a person’s personal brand as well as helping to enhance the brand of their employer.”

LinkedIn is also a forum for industry debate. Which is where joining groups can be useful, although they have some drawbacks. Andy Turner, founder of PR agency Six Sigma, says some irritations include irrelevant contributions and annoying group moderators: “A group can only work well if it has two things, first quality contributors and second knowledgeable, effective moderation, The second without doubt drives the first. Some of the posts on the CIPR forum for example – probably too many – still fall into the undesirable category. I’ve been on this forum for some time and have occasionally found it useful but the proliferation of cross-posted ‘conversations’ from the CIPR’s own website is starting to grate.”

Robin Wolstenholme, PR account manager at technical B2B agency bcm public relations, finds that despite limitations, LinkedIn groups are useful: “To get really useful information, you often find someone who is an expert will message you and then you can take the chat private.”

Wolstenholme adds that in his field, new technology, the secret is asking questions that get experts talking: “A debate about a new technology or trend will develop much more useful, lively and detailed discussion than asking a group about something that everyone else knows. My take is that this arises from self-promotion and passion for whatever is on the leading edge – it's a matter of pride and competitive advantage – just post something and sit back a watch the argument!”

LinkedIn quick tips

Darain Faraz, LinkedIn communications manager, EMEA, offers advice for making the most of LinkedIn:

1. Raise your profile. The more complete your profile, the easier it will be for colleagues, clients and potential clients to find you through search engines.

2. Grow and monitor your network. Offering to connect with all relevant parties from customers to clients and vendors is a great idea because it shows your contacts you are online and gives you an edge on the competition who may not engaging customers in the same way.

3. Get recommendations. For the PR professional, having recommendations from current or former clients and peers can act as one of the best ways to secure new clients because this is the feature looked for most when viewing a new profile

4. Engage with your connections through LinkedIn Groups and Answers. Joining Groups related to PR or the industries you work with is great way to make new connections and get inspiration. Whether these connections are local or international, having a wide and diverse group will serve you well.

5. Check out LinkedIn Today. LinkedIn Today gives a customised and tailored way to consume the top trending news relevant to PR or a particular industry you are working in and what is being shared the most frequently by those industry’s professionals.

Is it useful to join LinkedIn groups?

Carys Wynn-Mellor, company director at communications agency Wynn-Mellor:

“I only joined the CIPR Linkedin group recently, but so far find it quite useful. There are some generic questions that are asked (for example, recommendations for good agencies) and the facility for everyone to view shared answers is a good way of sharing best practice, knowledge and expertise. It is also good for generating new contacts of course.”

Evija Germane, intern at Southampton Skillset Media Academy:

“As a PR student I find LinkedIn PR groups useful because a lot of questions related to PR that I don't know answers to yet (that are not taught in uni) are answered here.”

Francine Beleyi, international marketing manager at management training specialist global Training Consulting:

“Recently, I have been looking for resources in Nigeria, Ethiopia and Tanzania and find quality contacts on Linkedin help to get the job done. Of course, with all the groups there are always those irrelevant comments that pollute the conversation, but in general these groups have work out well.”

Written by Daney Parker