TikTok has reshaped public discourse

TIKTOK

TikTok reshapes public discourse, urging PRs to adapt

TikTok has transformed from an entertaining platform into a significant force influencing public opinion and traditional media. PR professionals must embrace this change by prioritising authentic storytelling, engaging with viral trends, and remaining vigilant to leverage TikTok's potential.

Here’s what you need to know

• TikTok’s speed and reach make it a powerful tool for shaping public discourse and influencing traditional media.

• Authentic content on TikTok builds strong connections with audiences, shifting consumer trust towards social media creators.

• PR professionals must adapt quickly, using TikTok’s trends and features to amplify client messages and navigate potential crises.

Authentic storytelling for strong connections

TikTok’s genuine, personal content contrasts with traditional media, fostering deep emotional bonds with audiences. This shift in consumer trust means influencers now play a crucial role in public opinion and recommendations.

Engaging with trends for younger audiences

Journalists and media outlets have turned to TikTok to connect with younger demographics, demonstrating the platform's value in reaching captive audiences. PRs must leverage TikTok trends to shape narratives and diversify coverage.

Adapting quickly to amplify messages

TikTok's fast-paced environment requires PRs to be nimble and responsive. Authentic storytelling, understanding the target audience, and experimenting with new content formats are essential for building trust and thought leadership.

Conclusion

TikTok’s rise signifies a major shift in the PR industry. Those who adapt their strategies to embrace this dynamic platform will thrive in the evolving digital landscape.

The digest

PRovoke Media unveils top in-house communicators of 2024: PRovoke Media's Influence 100 for 2024 highlights the most influential chief communications, corporate affairs, and marketing officers globally, profiling their backgrounds, insights, and industry impact. This year's report, featuring 59% women and 34% people of colour, offers a comprehensive look at their demographics, challenges, and the future of the CCO and CMO roles.

Brands shift from celebs to influencers: Brands increasingly favour influencers over celebrities for marketing, driven by influencers' growing power to shape consumer opinions and purchasing decisions. The rise of digital channels and the relatability and trustworthiness of influencers' content are compelling brands to reimagine their strategies, making influencer partnerships essential for staying relevant in a fragmented media landscape.

AI is the communications industry’s biggest opportunity: Six in ten of the world’s top communications leaders identify AI as the industry’s most significant opportunity, according to the PRovoke Influence 100 report. These leaders see AI as a dual force — both an opportunity for enhancing productivity and creativity and a challenge requiring responsible implementation and adaptation to rapid changes.

Top brands winning on TikTok: According to CreatorIQ’s research, the top TikTok brands by earned media value are Amazon, NBA, NFL, Sephora, and Fortnite. The report highlights the importance of long-term partnerships with aligned creators, effective engagement strategies, and the significant impact of beauty and fashion brands on the platform.

INTERVIEW

In favour of purpose-driven PR

In a recent episode of The Provoke Podcast, Tom Berry, UK Managing Director of Mike Worldwide, emphasised the need for PR to serve a positive purpose. He discussed the importance of people-first leadership and adapting to industry challenges like AI.

Here’s what you need to know

• PR should focus on promoting positive causes, supporting disadvantaged groups, and fostering democracy.

• A people-first agency culture is crucial for success, balancing ego and collaboration.

• AI presents significant opportunities for PR, though the industry must adapt continuously.

Purpose-driven PR

Berry believes PR should convey stories that matter, helping disadvantaged groups and supporting small companies to disrupt monopolies. He criticises the view of PR as merely a tool for enriching the wealthy or improving the image of the disreputable.

Balancing purpose with business

Berry integrates his support for nonprofits and educational institutions with his role at Mike Worldwide. He highlights that aligning business goals with purposeful initiatives benefits both the agency and society.

Creating a people-first culture

A successful agency must prioritise its people. Berry advocates for a collaborative leadership style, where team input is crucial. He believes leaders must balance having an ego with being receptive to feedback to inspire and drive the business forward.

Adapting to challenges and opportunities

PR faces ongoing challenges, particularly with technological advancements like AI. Berry views AI as an opportunity to enhance PR practices, provided it is used effectively to complement human insight.

Embracing generational dynamics and neurodiversity

Berry stresses the importance of accommodating different working styles and embracing neurodiversity within teams. He believes that diverse perspectives can significantly enhance agency performance.

Optimism for the future

Despite industry changes, Berry remains optimistic about the future of PR. He emphasises the need for continuous adaptation, maintaining a focus on purpose and equality to thrive in the evolving landscape.

Listen: Spotify | Apple Podcasts

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