By Sarah Schmidt, President
The public relations landscape is undergoing a profound transformation. While being featured in venerable outlets like The New York Times or Good Morning America remains a coveted goal for many brands, today’s strategic communications leaders must recognize the expansive array of channels available to us. Achieving coverage in traditional media still holds tremendous value, but to truly reach and engage with diverse audiences, brands must broaden their horizons and embrace the full spectrum of opportunities digital platforms provide.
As consumers increasingly turn to platforms like TikTok and other social media channels, Substack, podcasts, YouTube, and even AI systems such as ChatGPT, the importance of a diverse and integrated PR strategy cannot be overstated. To stay ahead, we must understand the unique power each platform offers and how best to engage with its creators. By doing so, we can craft comprehensive and impactful public relations strategies that not only capture attention but also drive meaningful engagement and brand loyalty.
TIKTOK AND SOCIAL MEDIA
TikTok’s algorithm-driven platform allows creators to reach massive audiences quickly, especially among Gen Z and millennials. The app’s format encourages creative, engaging and authentic content, which can drive significant brand awareness. Partnering with influential TikTok creators who align with your brand values can introduce your brand to new audiences in an organic and impactful way.
Other social media channels also continue to be a cornerstone of cultural communication, with platforms like Instagram, Twitter, LinkedIn and Facebook offering access to diverse and dynamic audiences. Moreover, we must also consider the power of highly active and engaged social media “groups.” These niche communities consist of highly engaged and often persuasive individuals who are deeply interested in specific topics. Creators on these platforms have cultivated trusted relationships with their followers, becoming key influencers within their communities.
By collaborating with social media influencers and engaging with these interest groups, brands can significantly amplify their message. The established trust and real-time engagement capabilities of these influencers not only enhance credibility, but also foster a strong sense of community around your brand. This strategic approach ensures that your brand resonates deeply and authentically with targeted audiences, driving meaningful and lasting impact.
SUBSTACK
Substack allows writers to build dedicated subscriber bases through long-form, in-depth content. These writers are seen as thought leaders in their fields, making their endorsement highly valuable. Pitching your brand or subject matter expert to Substack writers whose focus aligns with your industry can position your brand as a leader and engage a loyal audience.
PODCASTS
Podcasts have surged in popularity, providing a unique platform for detailed storytelling and expert discussions. They attract engaged, loyal listeners who trust the hosts’ recommendations. Securing guest spots for your experts on relevant podcasts or sponsoring episodes to share your brand’s story allows for deep dives into your brand’s narrative, building a strong connection with listeners.
YOUTUBE
As the second-largest search engine, YouTube offers unparalleled reach and the opportunity for visual storytelling. Creators on YouTube produce content that can lead to deep engagement with their audiences. Partnering with YouTube creators who can produce content that visually represents your brand helps lead to sustained viewer interest and loyalty.
AI PLATFORMS
When it comes to AI platforms, ChatGPT, Claude, Llama and other Large Language Models (LLMs) are rapidly gaining popularity as search engines and ideation partners. These LLMs have been trained on large datasets and vast portions of the internet, so we need to influence these powerful tools by first understanding how they obtain the content that feeds their output, then crafting a clear, strategic approach to producing content that positively informs the data these AI platforms rely upon.
To navigate this multifaceted landscape effectively, brands must develop a comprehensive PR strategy that leverages the strengths of each channel through creator partnerships. The key to success lies in identifying creators whose audience and content style resonate with your brand values and target demographics. Engage with these creators authentically, respecting their creative freedom while ensuring your brand’s message is powerfully conveyed. Develop cohesive campaigns that seamlessly integrate multiple platforms, maintaining consistent messaging while adapting content to fit the unique style of each channel. Continuously monitor the performance of your creator partnerships, using data-driven insights to refine your strategy and amplify impact.
The digital age has ushered in a new era for public relations, where leveraging the influence of creators across diverse channels is not just an option but a necessity. As strategic communications leaders, it is our responsibility to harness these opportunities, build meaningful relationships and drive impactful results that resonate with today’s digital-savvy audiences.
