How Influencers Are Changing Media Relations
By: Liza Berdykulova, PRLab Account Supervisor
For decades, media relations followed a relatively straightforward formula: public relations professionals developed stories, pitched them to journalists, and hoped those stories would eventually reach the right audiences through established media outlets like newspapers, magazines, or TV. Now, social media is changing the way audiences consume and interpret media, paving the way for new, unconventional outlets. A modern PR professional might be pitching a story to a Boston Globe reporter, a TikToker, a podcast host, and an Instagram Influencer; and they all might potentially reach the same audience.
While traditional journalism remains an essential part of public relations, the people who influence public conversations have expanded far beyond the newsroom. According to the Pew Research Center, over 50% of U.S. adults say they get news from social media. So, PR professionals cannot ignore this increasingly growing method of shaping conversations and connecting with the public.
Why Creators Have So Much Influence
The definition of media is now blurred, with a person posting dances online sometimes having as much influence as some journalists. That power of creators comes from their relationships with their followers. Unlike traditional media outlets, creators communicate with their audience every day, multiple times a day, sharing every little part of their lives. Over time, this consistency creates a sense of familiarity and trust, with some followers viewing influencers as their friends. Research shows that 81–82% of followers see creators as relatable and 77% say they are honest, becoming one of the most trusted sources of information, second only to family and friends.
When a creator recommends a brand or shares a story, audiences view it less like an advertisement and more like a recommendation from someone they already know and trust. Influencers build parasocial relationships, take on the role of thought leaders, and have the power to directly persuade and even dictate their followers' actions and opinions. The Marketing Research Institute shares that 80% of marketers consider influencer marketing a highly effective strategy, highlighting the significant impact influencers can have on a campaign’s success. For PR professionals, this creates more opportunities to reach a target audience in a personal way through voices they already know, follow, and trust.
This does not mean that creators are replacing journalists. For facts, investigations, up-to-date reporting, and unbiased information, the public still does, and should, turn to traditional news sources. Influencers, meanwhile, are creating an additional category within the traditional media landscape. They provide personality, catchy storytelling, niche expertise, community, and direct access to highly engaged audiences. Understanding the difference between these roles, and knowing when to work with each, is becoming an increasingly important skill for PR professionals.
Finding the Right Influencer for the Right Brand
The growth of the creator economy–a growing industry of individuals who create, share, and monetize digital content through platforms such as TikTok, Instagram, YouTube, and podcasts–has also challenged the assumption that bigger audiences automatically create better results. A creator with millions of followers may provide impressive reach, but that does not necessarily mean they are the right person for every brand. Smaller creators can have highly specific audiences that trust their recommendations and actively engage with their content. Nano-Influencer Performance Statistics show that smaller influencers deliver exceptional cost efficiency and convert 7% of engagements into sales, compared with only 3% for macro-influencers.
Just like with journalists, PR professionals need to research and identify the right influencer for the right brand. This means looking beyond follower count and considering factors such as audience demographics, location, engagement, and the type of content they typically share.
The PR industry is constantly evolving, and the changing media landscape is just one example. As young PR professionals, we need to recognize and adapt to the changes shaping the industry we are about to enter. Staying informed about emerging trends and understanding where audiences are placing their trust will help us become more effective communicators.
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