The PR tactic hiding in plain sight that most people dismiss as frivolous
In a previous article I unpacked a concept I call Micro-Acts of PR, or MAPRs, explaining how small moves can build big reputations over time.
In this issue, I want to show what that looks like in action and in doing so, reinforce a tactic we all know about but probably don’t give due consideration, well, at least not with any real purpose anyway.
Okay, enough of the build-up …
The tactic I’m referring to is …
Commenting on social media posts - specifically LinkedIn.
Providing thoughtful comments - especially when it drives the conversation forwards - is a terrific example of a simple but effective Micro-Act of PR, especially when you aggregate them over time.
Now, while regular commenting on LinkedIn can reportedly help boost organic reach of your own posts, this should not be the primary reason for doing it.
A key reason for commenting on social media (LinkedIn) is to be an active member of your digital neighbourhood; to support other people’s work, to spark conversation, to demonstrate you have a perspective and (hopefully) know what you’re talking about. These are all GOOD things!
But there is a side-benefit for your personal brand, and that is extended exposure in other people’s feeds (some people you’ll be connected to, but in all likelihood, not).
HERE ARE SOME EXAMPLES OF WHAT THIS LOOKS LIKE IN ACTION; NOTE THE REACH (IMPRESSIONS) OF MY COMMENTS >
Sometimes even simple one-line comments can rack up views too :)
And then we have comments that create a ripple of earned media exposure.
CASE IN POINT:
This last comment 👆 - on a LinkedIn post published by Tom Schwab, the founder of Interview Valet - paid extra dividends as it led directly to a guest spot on Tom’s podcast, The Podcast Interview Marketing Show. The episode has been recorded and will go live early in 2026 - happy days!
Not all comments are created equal
Now, I will say that not every comment on LinkedIn garners such reach as the examples above.
A good proportion of my comments on other people’s posts sink like a stone in terms of organic impressions, despite me coming up with something (I thought at the time) answered someone’s question and added value to the conversation.
Other comments, I’ve noted, generally sit in the 100-400 range in terms of reach, which really is a bonus as the goal is to contribute, provide an opinion, a perspective, an observation, a lesson learned, or simply a quick ‘jab’ at the author of the post - in a nice way, and when it’s deserved of course :) - and to help spark a bit of chatter👇
But hey, welcome to LinkedIn today - incredibly inconsistent!
Let’s wrap up!
As I wrote in the original Micro-Acts of PR article:
Often, it’s the little things - the note, the nudge, the helpful share, the thoughtful comment - that carry the most weight in the long run.
So, by all means, produce meaty long-form content; go nuts with short-form content if it supports your authority-building efforts. But don’t forget the ‘little guys’ - Micro-Acts of PR, the small, intentional acts that deepen connection and build relational capital over time.
In case we haven’t met yet …
Hi, I’m Trevor. I help genuine founders, experts and thought leaders build visibility, influence and trust - on their terms, in their voice.
Would you like to discuss how I can help you in a mentoring capacity to build your profile and reputation as a trusted and credible expert or thought leader in your industry? CLICK HERE TO BOOK A NO-OBLIGATION 20-MINUTE ZOOM CALL