by Tyron Devotta
In the world of communications, Public Relations (PR) is often confused with advertising. But when it comes to social media, that confusion can cost you. Advertising is about selling; PR is about building trust. And social media—arguably the most dynamic space for PR today—is not built for hard-sell tactics. It’s built for authenticity.
On social media, the rules of engagement have changed. You’re not just broadcasting a message—you’re entering a conversation. And conversations on these platforms are driven by users, not brands. This is why the number one rule in social media PR is: You can’t fake credibility.
Catchy slogans, polished taglines, and flashy “clickbait” headlines may have once gotten attention. But in today’s digital village, they’re more likely to backfire. People can spot insincerity a mile away. If your content feels like an ad, it will be treated like noise—or worse, called out and ridiculed. Because social media isn’t just media—it’s user-generated media.
That means your voice must blend in. Not by pretending to be something you’re not, but by speaking like your audience, understanding their concerns, and respecting their intelligence. The most effective social media PR isn’t about pushing a message—it’s about finding common ground. What are they talking about? What do they care about? And how can your message naturally join that conversation?
Let’s take a step back: think about the generations that occupy these platforms. Facebook may have been the social giant for Millennials and older users, but many from Gen Z now prefer platforms like TikTok, Instagram, and even niche communities on Discord and Reddit. If you’re still throwing your entire PR effort at Facebook, you’re probably missing your target.
Navigating this ever-changing landscape takes more than technical skill—it takes cultural fluency. It means understanding the platform, the people who use it, and the tone they expect. It means being responsive, human, and humble. And above all, it means being real.
So what does it take to do PR right on social media?
- Authenticity Over Polish – Don’t try to be perfect. Be real. Show your brand’s human side.
- Listen Before You Speak – Watch what your audience is already talking about and find a way in.
- Avoid the Hard Sell – Build relationships first. The sales will follow if the trust is there.
- Stay Updated – Social media trends change fast. What worked last year (or even last month) might be irrelevant now.
- Adapt to Each Platform – What you post on LinkedIn won’t work on TikTok. Tailor your content accordingly.
- Own Your Mistakes – If you slip up, be transparent. Social media users value accountability.
In the end, successful social media PR isn’t about controlling the message—it’s about earning a place in the conversation. That takes humility, creativity, and above all, a deep respect for the audience.
Because in this new ball game, the audience is no longer in the stands—they’re on the field, playing right beside you.