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Praetorian PR: Services

Social Media Strategy

Being on social media is easy. Building a presence people actually pay attention to is harder. Our nationally award-winning social media cohort develop the strategy, voice, content, and cadence that keep your organization relevant, recognizable, and part of the conversations that matter.

We’re not new to this either, we’ve been at it from the outset and now teach workshops around the world on social media strategy to the up-and-comers.

Matt Shupe on a theater stage teaching a social media workshop, a slide on how videos spread on social media behind him and a full audience in front

Track record

Ahead of the feed since 2013

2013 SFGate

Conservative techies help GOP go digital

Tech-savvy GOP operatives are frustrated with how few Republican candidates use social media. GOP leaders say people such as Johnson, Ginn and Shupe, who soon will become executive director of the San Francisco Republican Party, are relatively rare among conservatives.

Read at SFGate

2015 San Francisco Chronicle

GOP: It’s no longer playing catch-up to Clinton on tech outreach

Matt Shupe, a California GOP strategist with expertise in Silicon Valley, says that tweet was no accident. He calls it a savvy example of “the weaponization of Twitter” by candidates who understand the power of Twitter is no longer solely in direct communication with followers, but in the ripples that come from retweets. That means some are reaching out to Twitter users with a wide following and in geographic regions where they want their message to be heard, he said.

Read at the Chronicle

2016 Republican National Convention

Solely ran the Facebook advertising for the 2016 RNC Convention

2018 AAPC Pollie Awards

Best Use of Facebook in the United States

The American Association of Political Consultants’ Pollie Award for the best use of Facebook in the country.

2025 AAPC Pollie Awards

First-ever Pollie for Best Use of AI in a Campaign

The American Association of Political Consultants’ Pollie Award for the first ever best use of AI in a campaign.

2026 AAPC Pollie Awards

Best Online Web Video Advocacy

The American Association of Political Consultants’ Pollie Award for the best online web video advocacy.

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What we handle

  1. Organic Social A clear voice, a thoughtful content calendar, and a consistent presence. We help you show up regularly with something worth saying, rather than posting simply because the account has been quiet.
  2. Influencer The right creator brings more than an audience. They bring trust. We identify and manage partnerships that make sense for your organization and feel natural to the people you are trying to reach.
  3. Paid Social We combine precise targeting with continual creative testing, then put more of your budget behind the messages and audiences that are actually producing results.
  4. Content Creation Social media is driven by dynamic, engaging video content. Whether it’s a selfie video or a professionally produced mini-documentary, we can develop the platform specific, trendy content to reach and connect with the right audience with the best message, utilizing the appropriate messengers.

Ready to build a stronger presence?

Tell us who you want to reach, what you want them to understand, and what you want them to do next. We will build a social strategy around getting you there.

Start the Conversation

What they’re saying

Some of the best communications advice happens long before anyone sees a camera or reads a headline. Praetorian Public Relations understands how to bring clarity, perspective, and sound judgment when the pressure is highest.

- Tulsi GabbardFormer Director of National Intelligence

Your experience and advice as a leading American communications expert was tremendously valuable for our audience.

- Stephen J. Harper22nd Prime Minister of Canada

One of California’s top Republican political consultants

- The San Francisco Chronicle

Agriculture is full of complicated issues that don’t fit into a thirty-second soundbite. Praetorian Public Relations helped us build a campaign that combined documentary storytelling, content creators, strategic communications, and outreach from California to Washington, D.C. They understood both the policy and the people behind it, and that’s a rare combination.

- Ken MelbanPresident, California Avocado Commission

Matt Shupe is a man among boys in the political communications business. The team made a significant difference in helping a 75-year-old former baseball player set an all-time record in California for a Republican, with more than 6.4 million votes, fourth behind Trump, Harris, and Schiff. Praetorian Public Relations is a force.

- Steve GarveyDodgers legend and former US Senate candidate

Thank you Praetorian Public Relations for yet ANOTHER professionally organized and well-attended presser.

- Harmeet Dhillon

Top Republican strategist in California

- The Orange County Register

Praetorian Public Relations is fast and responsive when it matters most. After I was seriously injured by Antifa, the team rapidly deployed to Portland to help me in person. That is the kind of response you need in this industry.

- Andy NgoNew York Times Best Selling Author and Journalist

Discretion. Judgment. Passion. Experience. Vision. Confidence. Relationships. Loyalty. This is why I go to Praetorian Public Relations.

- Paul A. Calli, Esq.Criminal Defense Attorney

I have worked with Praetorian Public Relations in both the legal and public service arenas, and they have consistently been professional, strategic, and highly responsive. The team has a natural instinct for media and messaging, with a strong ability to take complicated, fast-moving issues and communicate them clearly and effectively when the stakes are high.

- Amber HulseState Senator

One of California’s most connected Republican communications strategists

- San Francisco Chronicle