TikTok has reshaped public discourse. PRs must adapt or risk being left behind

In the rapidly evolving digital landscape, TikTok has transformed from a lighthearted, entertaining content platform into a powerful force that shapes public opinion and challenges traditional news outlets. Suzanne Haysler has witnessed firsthand the profound impact that TikTok's rise has had on public discourse and the complex challenges and opportunities it presents for PR professionals navigating this new terrain.

The influence of TikTok's vast user base and viral content on the news agenda cannot be overstated. With its unparalleled speed and reach, a single TikTok video has the power to capture the attention of millions within hours, catapulting stories into the national and even global spotlight. Traditional news outlets find themselves increasingly reactive to the narratives and conversations that gain momentum on the platform, blurring the lines between news and entertainment. As TikTok videos spark broader discussions and shape public opinion, it becomes clear that the platform is a powerful force in driving the direction of public discourse.

USING AUTHENTIC STORYTELLING TO CREATE CONNECTIONS

The appearance of authenticity and realness of content shared on TikTok is likely one of the key factors contributing to its impact. Unlike traditional media platforms, which may be perceived as distant, biased or inaccessible, TikTokers have cultivated a unique connection with their followers, creating content that feels genuine, personal, and relatable. This has led to a shift in consumer trust, with many individuals now turning to social media creators for news, opinions, and recommendations. The intimate nature of TikTok content allows influencers to build strong emotional bonds with their audience, making their messages more impactful and persuasive.

Perhaps most notably, TikTok has transformed traditional media dynamics. Trends, topics, brand campaigns and individuals often go viral on the platform first, which then shapes the traditional news agenda as many of the stories are picked up retrospectively by publishers. This reversal of the typical publicity cycle demonstrates TikTok's growing influence in shaping public perception and cultural narratives. 

ENGAGE WITH TRENDS TO CONNECT TO YOUNGER AUDIENCES

The traditional media sector has also recognised the value of TikTok in helping them to connect with younger audiences too, demonstrated by the rise of journalists becoming TikTok creators themselves, and media titles launching their own accounts to utilise the channel for sharing breaking news and story reports with the platform’s captive audience. 

As a result, PR professionals must adapt their strategies to leverage this new dynamic, proactively engaging with TikTok trends and viral content to shape narratives and creative hooks for the brands they work with. While also considering how to sell-in stories to journalists on the channel as an avenue to diversify coverage output. 

The platform's unique algorithm and content format have also revolutionised how brands connect with audiences. Through tools such as TikTok Shop, companies now have a direct sales channel that seamlessly blends entertainment and commerce, driving significant sales for brands that effectively leverage this feature.

ADAPT QUICKLY TO AMPLIFY CLIENT MESSAGES

While TikTok offers exciting opportunities, navigating its fast-paced and unpredictable landscape presents a unique set of challenges for PR professionals. The platform's distinctive dynamics and constantly evolving culture demand a deep understanding and demands that PR teams are nimble and responsive, ready to jump on viral moments while also being prepared to handle potential crises that can emerge from a single misguided post. The instant feedback loop and heightened scrutiny on TikTok require brands to be extra vigilant in safeguarding their reputation and ensuring that their content aligns with their values and resonates with their target audience.

To thrive on TikTok, PR professionals must prioritise authentic storytelling that connects with the platform's diverse and engaged user base. Creating content that is relatable, entertaining and informative is key to fostering trust and establishing thought leadership. This requires a deep understanding of the target audience's preferences, behaviours, and values, as well as a willingness to experiment with new formats and styles that resonate with the TikTok community. By staying attuned to new styles of content, embracing creativity, and adapting to the platform's unique features, PR teams can effectively amplify their clients' messages and engage with audiences in meaningful ways.

As the platform continues to evolve, it remains a fascinating case study in the power of user-generated content and the influence of the digital age. The rise of TikTok marks a significant shift in the PR industry, and those who embrace this change and adapt their strategies accordingly will be best positioned to make a lasting impact in this dynamic landscape.

Suzanne Haysler is director of consumer at The PHA Group.