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Bluesky, a social media platform that was first launched in 2019, is a competitor for X (formerly known as Twitter). The platform has recently attracted many new users, including a growing number of media publications and journalists. Bluesky currently has more than 32 million users, and has more than tripled its number of users since September 2024. With the growth of its userbase and its popularity with the media, Bluesky is a social media platform that PR professionals shouldn’t ignore.

Below are five tips for using Bluesky as a PR professional.

1. Don’t Be Intimidated: Joining and Observing Is a Great First Step: Each social network has its own special set of “unwritten rules” and expectations. Starting a new account can be intimidating and feel unfamiliar. Simply setting up an account and observing what people post is a great way to familiarize yourself with the platform.

2. Follow Journalists and Make Use of Starter Packs: Once you’re set up, look for the journalists and outlets you work with (or would like to work with) and follow them. Using the starter packs feature makes it easier to find teams of journalists from specific outlets or coverage areas.

• A starter pack allows Bluesky users to add people to a shareable list of recommended accounts. Many newsrooms are creating starter packs with their teams. For example, The Atlantic has a starter pack featuring their reporters.
• You can also find starter packs featuring journalists and outlets to follow based on the topics they cover. For example, The Hechinger Report put together an education news starter pack with a variety of outlets and reporters who cover education.

3. Discover and Follow Relevant Hashtags: Similar to X, Bluesky users can find news and posts by searching for hashtags. To follow education news, for instance, you can follow #EduSky. When determining the best hashtags to follow, it’s important to observe the hashtags that journalists and outlets are using in their posts. Hashtags are also a good way to continue to expand your feed and the sources you follow. When you’re ready to start posting your own content, add the hashtags your key audiences are using to help broaden the reach of your posts.

4. Listen More Than You Pitch: While there may be some journalists who don’t mind receiving a pitch on social media, many prefer to receive pitches via email. As a PR professional, it’s important to know your audience and when in doubt, avoid sending unsolicited pitches to journalists on Bluesky. You may find that journalists post requests for sources or interviews about specific topics and responding to those can be a good way to start a relationship with someone you haven’t worked with before.

5. Engage with Journalists’ Content: Read and share journalists’ stories on Bluesky. Building a feed of stories by reporters will allow you to stay informed about what they’re covering, what topics may be of interest, and the current news cycle. You may also discover new pitch ideas you hadn’t thought of by regularly engaging with your Bluesky feed!

In social media there will always be change. Today’s leading platforms may no longer hold the audiences they once did, while emerging platforms may become go-to destinations. Having a willingness to adapt and try new platforms can allow you to expand your network, stay informed, and connect as you promote your clients. 

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