The Twitter world is HUGE right now! Twitter is being used to inform, communicate and even influence other users. A platform where everyone is welcome, has access to everyone's profile, and follow whatever users they like.
Public relations can use twitter to their advantage in three ways; promoted tweets, promoted trends, and promoted accounts.
To set up promoted tweets, you have to establish a daily budget and pay for every click on your tweet. You can promote tweets to similar users who have mutual followers, or you can promote a tweet using specific keywords that searchers on twitter can find. Using promoted tweets can benefit public relations because it can reach past your current followers and attract a larger audience. You can not only attract new clients, but also get your message across a lot faster.
By using "promoted accounts" twitter features you in search results and places you under the who to follow section. This will give similar followers opportunity to access your organization.
Similar to promoted tweets, promoted trends will allow users to see time, context and event sensitive trends promoted by advertising partners. The same way a trending topic works on twitter, a promoted trend can be viewed containing a hashtag or trend terms. Promoted trends however, do cost a lot of money.