LinkedIn Groups for PR: A beginner’s guide

Looking for a new way to find influencers in your niche and establish your—or your client’s—reputation? Try LinkedIn Groups. Here’s how to get started.

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As LinkedIn has taken off as one of the premiere online tools, its Groups function, which offers a channel to reach influencers in specific niches, has grown with it.

LinkedIn Groups are exactly as they sound—a group of people that meets (virtually, in this case) to carry on professional conversations about an industry or area of interest. All groups are members-only, unless the administrator enables public discussion.

You can search groups here. You’ll be amazed at how many already exist.

The tremendous power of LinkedIn Groups was validated to me several months ago when a client developed a post for a group in which he regularly participates. The post included a link to an article that our firm had placed in a trade publication. Soon after the post went live in the group, the client received a new business call from one of the largest companies in the U.S.

If you’re new to LinkedIn Groups, exercise caution before jumping in. Like any community or social network, there are norms for “acceptable” behavior—you could get flamed, ostracized, or worse if you violate them. (Note that only individuals can post to LinkedIn Groups, not a LinkedIn company profile.)

Here are a few suggestions:

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