How TikTok and podcasts are changing PR strategy

TikTok and podcasts are transforming politics and society, reshaping how people consume information and even engage with current events. The share of people reading print or online media has also fallen dramatically – according to the Financial Times, only half of adults read the news, down from 75% a decade ago. Social media now dominates, with most adults in the UK getting their news directly from social feeds rather than from articles.

This shift has led to more one-dimensional takes with the best performing content tending to be the most exaggerated and hostile, rather than moderate and nuanced. Podcasts, while offering a more in-depth alternative to TikTok’s bite-sized content, have also contributed to this shift. Unlike traditional media, where journalists and editors act as gatekeepers to ensure accuracy and balance, podcasts allow anyone with a microphone to broadcast their views to a global audience.

For PRs – take note. Where people are reading, listening and watching their media has changed substantially from 5 years ago (let alone 10-20 years). Legacy media may not simply be the goal anymore.

Take the American presidential campaigns as a prime example. Both Kamala Harris and Donald Trump chose major podcasts to reach their audiences. Meanwhile, Catherine, Princess of Wales, chose to self-publish her cancer progress on Instagram. This marked a dramatic shift from the traditional way that the Royals have communicated with the public.

Here are three points to keep in mind:

1. Make social channels and podcasts core to your strategy; don’t let these be overlooked
2. Research your audiences; understand where they are consuming their media
3. Build strong relationships with producers as well as journalists