Rethinking public relations in a social-first world

Modern PR tactics have shifted from traditional media relations to a social-first approach, where discovery and engagement happen primarily on platforms like TikTok, Instagram and YouTube. In a landscape where social media is the primary gateway for news, successful public relations strategies must prioritize social discovery, audience demographics and platform-specific emotional context.

How is the media landscape evolving in 2026?

The media landscape has transformed significantly, characterized by an aging social media demographic and a gender shift across major platforms. PR professionals must re-evaluate "who is where" to target audiences effectively. In a webinar hosted by PR and communications platform Cision, titled Rethinking PR in a Social-First World, we dived into the evolving media landscape and what it means for communicators today. Read on to learn more.

Demographics: A shift to older and female-led audiences

Cision’s comparison of data from 2019 to 2025 reveals distinct changes in user demographics:

• The average age of social media users has increased by roughly three to four years, indicating that older demographics are now more engaged than previously assumed.

• Digital audiences are no longer male-dominated. Most channels, including online news, YouTube and Snapchat, have skewed more female over time. However, one “outlier,” X (formerly Twitter) bucks this trend. It has shifted approximately seven percentage points more male, driven by women leaving the platform while overall daily user numbers remain flat.

Assumptions about platform demographics are likely outdated. Brands must revisit their data to ensure they reach the right audience.

Social media PR: The "front door" for news

Social media is no longer just for engagement; it is the primary distribution channel for news.

For comparison, in 2018, about 33% of people accessed news directly via publisher websites. Today, that figure has dropped to roughly 20%. And approximately one-third of audiences access news via social media first—scrolling Instagram, Facebook, X or TikTok—before clicking through to traditional outlets like the BBC or The New York Times.

PR practitioners must pivot to ensure their content is reaching and resonating with their target audiences. You cannot simply "land the article" and consider the job done. Content must be designed for social amplification first.

To maximize reach, a robust digital PR strategy should focus on the "Big Four" platforms that dominate daily attention.

Approximately 85% of people use at least one of the following platforms daily, with 40% using each of them every day:

1.      Instagram

2.      Facebook

3.      YouTube

4.      TikTok

In addition to these “Big Four,” niche and common channels also command attention, albeit at a less impactful level. These include:  

• Common channels, which include legacy media (TV, radio), online news, podcasts and X, are used on a daily basis by approximately 20% of people.

• Niche but powerful platforms like LinkedIn (B2B), Reddit (passionate communities), and Snapchat (younger audiences), which are critical for specific segments rather than mass distribution.

How platform perception impacts public relations

A primary component of modern PR tactics is understanding the "vibe" or emotional context of a platform. Cision’s research highlights a strong correlation between the emotion of content on a platform and how users perceive it.

For example, Instagram is perceived as the most joyful platform, followed by TikTok and YouTube. Brands seeking a positive association should prioritize these environments.

Conversely, Reddit is where frustrations surface early. It serves as a vital early-warning system for reputation management.

The key takeaway here is that the channel significantly influences how a message is received and interpreted. Each platform carries its own unique emotional tone and user expectations, which act as a lens through which content is viewed. This means that content does not exist in a vacuum; its impact is shaped by the environment in which it is shared. For brands, understanding these nuances is crucial for crafting messages that resonate authentically with their audience. By aligning content with the emotional context of a platform, brands can enhance their messaging effectiveness, build stronger connections and better manage their reputation

The future is omni-channel

Treating public relations and social media as separate disciplines is an outdated model. In 2026, marketing and communications are converging, often reporting to the same C-suite leader.

To succeed, teams must adopt an omni-channel mindset:

• Integrate teams: Reputation (PR) and Engagement (Social) must align to avoid inauthentic messaging.

• Holistic measurement: Connect news coverage, social activity and ads to real outcomes like awareness and sales, rather than over-attributing success to last-click ads.

• Social-first creative: Use paid media to smartly amplify social-first content.

• Active listening: Pair traditional media monitoring with social listening, particularly in niche communities like Reddit.

In a social-first world, PR isn’t disappearing. It’s expanding—into a discipline that spans influence, reputation and engagement across every channel your audience actually uses. Modern public relations require listening as much as broadcasting, connecting paid and earned with content that resonates, and creating strategies that adapt to where conversations are really happening.

If you’re ready to take your PR and social strategy to the next level, reach out to AOE and discover how we can elevate your social media strategy today!

Frequently Asked Questions

Q: What are the most effective modern PR tactics for 2026?A: Effective modern PR tactics prioritize social-first content creation, omni-channel integration (paid, earned, owned), and leveraging the "Big Four" platforms (TikTok, Instagram, Facebook, YouTube) for maximum reach.

Q: Should my organization be on TikTok?

A: Whether your organization should be on TikTok depends on your goals, target audience and resources. TikTok is a platform with immense potential for reaching younger audiences (primarily Gen Z and Millennials) and creating highly engaging, short-form video content. However, it is essential to weigh the time commitment, content demands and alignment with your brand’s goals before diving in. Read our blog on the benefits of TikTok (and the potential hurdles) here.

Q: How has the role of X (Twitter) changed in public relations? A: X has shifted to a more male-dominated demographic and is now considered a "common" rather than "cornerstone" channel. While still relevant for real-time news, it requires a different approach than visual-first platforms like Instagram.

Q: Why is Reddit important for a digital PR strategy? A: Reddit acts as an early-warning system for brand reputation. It is where frustrations often surface first, making it essential for monitoring sentiment and managing crisis communications before issues spread to mainstream media.