Memes Are a PR Power Move

By: Kate Kavanaugh, Account Supervisor

Everyone loves a good meme. From the “rizzler” meme to “girl math,” they’re impossible to escape. But, it turns out, the obsession with memes isn’t simply random – science shows that memes trigger dopamine in our brains, according to an article by Medium. For brands and PR professionals, this emotional pull makes memes a powerful communication tool to appeal to targeted audiences.

Why Memes Work in PR

Memes work in PR because they humanize a brand by joining cultural conversations and poking fun at themselves. They let organizations express their personality and authenticity in ways traditional campaigns often overlook.

For example, Ryanair is often criticized for its limited legroom and reputation as a budget airline. On TikTok, the airline has leaned into self-deprecating memes, joking about budget travel mishaps, limited legroom, and more. This has made the airline relatable and positioned Ryanair as self-aware and funny. Memes are also cost-efficient: Ryanair doesn’t need to break the bank to create high-impact TikToks.

Another strong example: Wendy’s has mastered the art of using memes (and meme-style humor) to humanize itself. By embracing a witty, self-aware tone on Twitter and other social platforms, the fast-food chain interacts with followers as friends rather than customers. That kind of engagement fosters loyalty through laughter,

drawing attention to the brand.

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The Power of Timing and Participation

Memes become a powerful tool when used promptly. For instance, when Netflix released the TV series “Wednesday,” the streaming platform leaned heavily into meme culture to fuel the show’s buzz and gain traction. After Jenna Ortega’s now-iconic dance scene went viral on TikTok, Netflix fed into the timely moment by sharing and reposting fan-made memes and edits across TikTok, X, and Instagram. When a brand creates memes and partakes in trends, the audience is encouraged to participate by recreating or sharing posts. This drives engagement from users, encouraging them to take ambassador-like roles without official contracts.

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Modern Storytelling: Memes

A tool for modern-day storytelling is memes. When done right, meme marketing can be one of the most powerful and strategic actions PR and marketing professionals take. Meme marketing enables a brand to appeal to a broad audience with relatability, humor, and self-awareness. All while being a low-cost tool to enter cultural conversations.

PR professionals should not simply view memes as jokes, but as conversation starters that build community and emotional connection. In today’s world, where attention spans are shorter than ever, a good meme can be the smartest, most powerful PR move.

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About the Author: Kate Kavanaugh

Kate Kavanaugh is a senior at Boston University studying public relations with a minor in innovation & entrepreneurship. As an account supervisor for PRLab, she oversees the Papakyrikos Therapy & Performance Inc. account team and The JQ List account team. Passionate about the intersection of communications and business strategy, Kavanaugh has gained experience through internships at Pilot PR in London and Candela Medical in Boston.