There’s been a lot of chatter recently about companies that don’t “get” social media … or that are using it wrong … or only enter when forced by a crisis. (Dominos anyone?)

Well, don’t be mistaken. There are plenty of companies who do get it … who are using Twitter and other social media tools to engage current and potential consumers.

One example: Teleflora. Just look at this series of tweets from last week.

That simple gesture — engaging one person with one quick tweet — sets Teleflora apart. It differentiates them from all the other flower delivery services out there. Now, let’s be realistic. This won’t lead to a sale tomorrow (I don’t need to order anyone flowers), but you can bet that the next time I need to send flowers, Teleflora will be at the top of my list.

Isn’t this what social media is all about? We’ve all heard about Comcast and JetBlue. What are some other examples of under-the-radar companies engaging in social media? What are they doing that works?

If you’re a PR person working for a sales-driven organization (and aren’t most organizations nowadays tied to sales?), have you ever stopped to think about how your work fits into the sales cycle?

At its core, selling is reliant on personal and non-personal communication to convince prospects to take a specific action. The sales team will rely on personal phone calls, visits and emails – as well as direct mail, newsletters, e-marketing … and many other marketing tools.

But, where does PR come into play? Certainly, it’s part of the prospect education process — which takes place during the earliest stages of the sales cycle. However, PR’s role doesn’t just end there. Here are three overlooked ways to align PR with the sales efforts:

1. In-sync messaging. As a PR person, you need to be in constant contact with the sales team so you understand what they’re hearing “on the ground.” What messages are resonating with prospects? Then, align your story pitches appropriately. It goes without saying that the economy is the hot issue right now. How does your product or service save money, increase efficiencies or maximize resources?
2. Smart community relations. The sales team has identified the next hot prospect … but is struggling to get a meeting with the right person. If you’re taking a strategic approach to your company’s community relations, you might be able to help. Research the prospect’s involvement in causes, organizations, events, boards and committees. Is there an opportunity for your company to also be involved or supportive? That might just be enough to get on the prospect’s radar.
3. Professional online networking. By now, you’ve hopefully bought into the importance of networking online. However, unless your sales team is full of early adapters or tech-savvy folks, they may not understand the value of LinkedIn, Facebook, Twitter or other professional networking tools As a PR person, you should help them figure out how to navigate social media and leverage online networks to boost sales. For starters, are they actively participating in LinkedIn discussions? Have they asessed connections available through their network?

As PR people, we become that much more valuable to a company if we can demonstrate how our efforts are tied to the bottom line. What do you think — how else can we enhance (and accelerate) the sales cycle?