Why Social Media Management Should Be Separate from PR — and How Martyn White Digital Works Alongside PR Teams
Social media management and public relations (PR) are often spoken about in the same breath, but while they share common goals, they work in very different ways. At Martyn White Digital, we believe that keeping your social media management separate from your PR activity is not only beneficial but essential for achieving real results.
We work with luxury brands, creative businesses, and design-led companies across the UK, UAE, and beyond. Many of our clients have established PR agencies in place, and we frequently collaborate with them, using the content, stories, and press coverage they produce while tailoring strategies that make the most sense for social platforms.
In this article, we’ll explain why social media management needs a dedicated focus, the differences between PR and social media, and how Martyn White Digital complements PR teams to deliver smarter, more effective results.
Social Media Moves Faster Than PR
One of the biggest reasons to separate social media management from PR is speed.
PR campaigns typically work on longer lead times. Press releases are drafted, pitched to journalists, and distributed in advance of publication deadlines. While this approach works beautifully for securing coverage in print and online media, social media operates on an entirely different rhythm.
Platforms like Instagram, TikTok, LinkedIn, and Pinterest demand real-time responsiveness. Trends emerge overnight, breaking news hits timelines instantly, and algorithms favour timely, reactive content. By contrast, PR cycles are usually planned weeks or even months in advance.
At Martyn White Digital, we’re able to monitor emerging trends daily and pivot strategies quickly when opportunities arise. If there’s a viral conversation, a design trend making waves, or a sudden shift in audience behaviour, we adapt content immediately, something traditional PR models can rarely achieve at speed.
Social Media Requires Constant Monitoring and Updates
Unlike PR campaigns, social media success relies on continuous activity. Posting content is only part of the process; there’s also:
Monitoring audience engagement in real time
Responding to comments and messages
Tracking performance metrics daily
Adjusting strategies based on data
Keeping up with algorithm changes
PR agencies are excellent at securing media placements, but most are not set up to deliver the minute-by-minute management that social platforms require. At Martyn White Digital, we specialise in always-on social media management, meaning we handle everything from scheduled content to rapid-response updates.
For many of our clients, we serve as the primary point of contact for their audiences on platforms like Instagram and TikTok, ensuring prompt, personalised responses and maintaining an authentic brand voice.
Dedicated Specialists See Trends First
Social media is one of the fastest-evolving areas of digital marketing. Algorithm updates, platform features, and audience behaviours change constantly, and businesses need to stay ahead to remain visible.
When your social media management is handled by someone who lives and breathes social, you gain a competitive advantage. At Martyn White Digital, we actively track:
Emerging content, themes, and trending sounds
New platform features and tools
Changes in algorithm priorities
Shifts in user behaviour and preferences
Competitor strategies within your industry
Because we specialise exclusively in digital marketing, social media strategy, and content creation, we’re able to adapt campaigns in real time. This is particularly valuable for luxury and design-focused brands, where being seen at the right time and in the right context can make all the difference.
Smaller Teams Mean More Direct Collaboration
PR agencies are often larger, structured teams managing multiple campaigns simultaneously. While they excel at strategic communication and media outreach, their processes can sometimes be more formal and less agile.
Martyn White Digital is different. As a smaller, boutique consultancy, in fact, just one central point of contact. We’re able to offer:
Direct, one-to-one communication with your brand
Faster decision-making without layers of approval
A personal, consistent point of contact
The ability to react quickly without delays
This smaller scale doesn’t just make us faster; it also makes us more collaborative. We work closely with your in-house teams, PR agencies, and other marketing partners to make sure messaging is consistent and campaigns are perfectly timed.
How Social Media Complements PR — Not Replaces It
While we recommend keeping social media management separate from PR, that doesn’t mean they should work in isolation. In fact, when done right, the two functions complement each other beautifully.
At Martyn White Digital, we frequently work alongside PR agencies to:
Use press releases and coverage to create engaging, social-first content
Time announcements and launches for maximum online impact
Support PR campaigns with targeted social advertising
Repurpose earned media into platform-specific formats like Reels and Stories
Share behind-the-scenes content to extend the life of PR events
For example, if a PR agency secures coverage for a new product launch, we’ll use that same story to create platform-specific content optimised for Instagram, TikTok, LinkedIn, or Pinterest. This ensures the news reaches both traditional media audiences and highly engaged digital communities.
The Importance of Strategic Audience Targeting
One of the main differences between PR and social media management is audience targeting.
PR tends to focus on broad visibility, getting stories into as many relevant publications as possible. Social media, however, allows for hyper-specific targeting based on demographics, interests, and behaviours.
At Martyn White Digital, we use data-driven strategies to:
Identify your most valuable audiences
Tailor messaging for different segments
Schedule content for when your audience is most active
Optimise campaigns based on live performance data
This means we’re not just sharing your story, we’re ensuring it reaches the right people at the right time, maximising your return on investment.
Why Choose Martyn White Digital for Social Media Management
With over a decade of experience working across design, interiors, architecture, and luxury lifestyle sectors, Martyn White Digital brings a unique perspective to social media marketing. We don’t just post content, we create strategic campaigns designed to:
Build brand awareness
Increase engagement and follower growth
Drive website traffic and conversions
Strengthen your positioning within the design and lifestyle industries
We work closely with PR agencies, in-house teams, and creative partners to deliver integrated campaigns, ensuring that your social media presence enhances, rather than duplicates, your PR efforts.
Final Thoughts
PR and social media are both powerful tools, but they operate differently and require different skill sets. Keeping your social media management separate from PR ensures you have dedicated expertise, faster response times, and strategies tailored for each platform.
At Martyn White Digital, we specialise in social media strategy, content creation, and digital marketing, working alongside PR teams to amplify your brand story and connect with audiences in meaningful ways.
If you’re ready to elevate your brand’s social presence, let’s talk.
Get in touch today to find out how we can help you build a strategy that works alongside your PR, not against it.
