How to use LinkedIn strategies for PR gains

25/02/2025 11:50:53
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Gone are the days where LinkedIn was just an online CV. It’s evolved into a storytelling hub, a networking powerhouse and a go-to platform for positioning yourself (or your business) as an industry leader. When used strategically, LinkedIn can amplify your brand voice, spark conversations and boost your credibility in the professional world.

Whether you're looking to engage with key stakeholders, attract media attention, or build a trusted reputation, LinkedIn PR is a strategy you should use. 

Ready to make the most of it? Here are our top tips on how to effectively use LinkedIn for PR:
 

1) Optimise your LinkedIn profiles


First impressions count! Make sure that both your company's LinkedIn page and the profiles of key team members are complete, professional, and regularly updated. Highlight achievements, showcase expertise, and use high-quality visuals to make a strong first impression.

According to LinkedIn, profiles with a photo are 14 times more likely to be viewed! Plus, you cannot get LinkedIn ‘All-Star’ status (meaning your profile is 100% complete) without a profile picture. LinkedIn states All-Star status makes it 40 times more likely to be found in searches. 

 

2) Share valuable content


Posting consistently is a key LinkedIn strategy, but make sure what you are sharing actually provides value. Share original insights, company news, and publish thought leadership articles on trending topics. Your audience will appreciate well-researched, insightful content that adds value to their professional lives and will encourage them to share, further extending your reach. 

Utilising LinkedIn's publishing platform allows users to publish long-form content up to 100,000 characters rather than 700 characters in LinkedIn posts. These longer articles will help increase your visibility as they appear in searches within LinkedIn and on Google searches. Publishing articles via LinkedIn gives you the opportunity to demonstrate your expertise in a certain area and position you as a thought leader in your industry. 

3) Incorporate video


Video content is king right now and receives significantly higher engagement than other content formats. In fact, LinkedIn is currently testing a vertical video feed in the app (think TikTok for professionals) to help users discover relevant video content more easily.

To maximise impact of video content, consider:
  • Keep videos concise - under 90 seconds is ideal to grab attention in a short form format.
  • Use long-form videos for thought leadership or to tell your company story.
  • Optimise for mobile - use a vertical (9:16) format to align with LinkedIn’s mobile-friendly layout. 
  • Add captions - many users scroll without sound. Captions ensure accessibility and engagement.
Rotate your phone

4) Engage with your network


LinkedIn’s algorithm loves engagement (and so do your connections). Respond to comments on your posts, interact with other people’s content and join relevant industry groups. The more you engage, the more visibility you gain. Engaging with LinkedIn groups allows you to connect with like-minded professionals and stay informed about industry trends. It will also help you build meaningful professional relationships – especially when you can provide support, share experience/knowledge or signpost connections. 
 
 

5) Leverage employee support


Your employees are your biggest brand ambassadors. A great LinkedIn strategy is to encourage them to share company content and their professional experiences on LinkedIn. Content shared by employees tends to get on average 10 times more reach than posts from a company page alone so try to get them involved.

Let colleagues know when you’ve shared a post on LinkedIn by sending an internal email; a quick WhatsApp message with a link to the post; or make use of LinkedIn’s ‘employee notifications’ function on the company page. It’s worth noting that the latter will notify employees who have linked to your company page in the ‘Experience’ section of their LinkedIn profile so the first step would be to encourage colleagues to link to the company page.  

6) Connect with journalists and influencers


LinkedIn is a valuable platform for building relationships with journalists and industry influencers. Engage with their content, offer insightful comments, and share relevant information. Building genuine relationships can lead to media opportunities and enhanced LinkedIn PR outcomes. Journalists often use LinkedIn to find expert sources for their stories. 

If you are making the initial connection request through your own profile, remember to make it personal by adding a message to give an indication as to why you’d like to connect. A generic ‘I’d like to connect with you on LinkedIn’ message, will land like its part of a mass invitation exercise and potentially put them off connecting. 

It’s also worth following media titles via your company page to keep up to speed with news. Simply click on ‘feed’ (when you’re in admin view) and ‘manage following’ to update which company pages your page follows.
 

7) Keep an eye on your analytics


One of the beauties of including LinkedIn as part of your PR strategy is that the platform gives you access to important analytics which can help shape your future campaigns. Keeping an eye on metrics such as impressions, engagement rate, and follower growth is essential. These insights will help you to understand what content resonates with your audience, allowing you to refine your strategy for better engagement. 
 
Keep an eye on your LinkedIn analytics

8) Be consistent


Regular activity on LinkedIn keeps your brand visible and builds credibility. Posting consistently will help you stay front of mind amongst your audience, gain algorithm favourability and encourage engagement. Being consistent will give your network confidence in you as they can rely on your expertise, knowledge and even your entertainment.

To help maintain consistency and keep you on track, we advise you  Ddevelop a content calendar to ensure a steady flow of content, reinforcing your presence and commitment to your audience. 
 


Final thoughts on LinkedIn strategies for PR


By implementing these strategies, businesses can turn LinkedIn into a powerful PR tool, building credibility, increasing visibility, and strengthening connections with your network and beyond. If LinkedIn feels like an untapped opportunity, we’re here to help. Let’s talk about how we can optimise your presence and make LinkedIn PR work for you or your business.