The front page has moved – and it’s on your feed. From TikTok trends to LinkedIn thought leadership, social media has become the world’s newsroom. This blog dives into how storytelling has changed, why smart brands are thinking “scroll first, press second,” and how to make your next big moment break the internet and the headlines.
When was the last time you bought a newspaper? Or even clicked on a news site homepage? If you’re anything like most people, your latest headline probably came from a TikTok, a LinkedIn post, or a YouTube Shorts clip.
According to the Reuters Institute’s Digital News Report this year, more than half of under-35s now say social media is their main source of news – not traditional outlets. The World Economic Forum echoes it. Audiences are trading front pages for feeds, and anchors for algorithms.
That doesn’t mean journalism is dead. Far from it. But for PR professionals, it means the newsroom we once pitched to is now a far more fluid space and the smartest brands are already adapting.
The days of waiting for tomorrow’s paper are over. News breaks, trends and dies in the space of a scroll.
Platforms like TikTok, Instagram and YouTube are now key discovery engines for current affairs, product launches and brand moments. Even LinkedIn has become a front-row seat for breaking stories and thought leadership.
In this new ecosystem, journalists are still essential, but they’re part of a wider network of storytellers that includes creators, commentators and even your customers.
To put it simply, where people get their news has shifted, and PR needs to follow them there.
News used to mean a press release, a headline and a quote from the MD. Today it could be a 20-second clip, a tweet thread, or a creator’s take that drives the story further than the original coverage ever could.
Stories don’t just appear anymore – they evolve in public. They’re discussed, duetted, remixed and re-shared long before (and often after) they hit traditional media.
Take Greggs’ vegan sausage roll launch. The initial press release was clever, but the viral debate on X (sparked by Piers Morgan, of course) made it a national talking point. The spark began online, and only then did traditional newsrooms amplify it.
That’s the modern flow of information. Social first, press second, public opinion throughout.
It’s time to stop thinking of the media as one big, catch-all entity.
Today’s audiences are scattered across countless platforms, and your story needs to meet them where they already are. That means building a multi-channel approach that goes beyond national journalists to include creators, podcasters, newsletter editors and even local community groups.
Each one plays a unique role in how your message travels, from sparking conversation to driving credibility. The best campaigns now begin with a different question: “Where will our audience actually see this?” not “Who can we send a press release to?”
A strong story should never live in just one format.
The most effective campaigns take a single piece of news and stretch it across different mediums: a LinkedIn carousel that summarises the key takeaways, a 45-second Reel that brings it to life visually, a podcast discussion that adds personality, a blog or explainer that dives deeper, and yes, still a well-crafted press release for the traditionalists.
Understanding how people scroll is crucial. You’ve got about five seconds to earn their attention, so lead with the moment, not the message.
Focus on scroll-stopping visuals, punchy soundbites, and headlines that make people pause instead of pass by.
The PR scoreboard is changing. Counting clippings and calculating AVE feels prehistoric in a world where engagement, sentiment and shareability are what drive business results.
Measurement in 2025 is about impact, not ink.
How many people saw it, shared it, believed it, acted on it?
That’s the data that shows whether your story really landed – and it’s the data boards and leadership teams now expect to see.
Look at Ryanair’s TikTok feed. It’s raw, funny, unapologetic – and it is their PR. Every snarky comment and clever reply becomes free coverage in national media.
Or think of the Barbie movie PR machine – an entire year of pink-tinted cultural takeover that blended influencer content, global press partnerships and memeable moments.
Both campaigns prove that modern PR is less about controlling the message, and more about shaping the conversation across every platform that matters.
This isn’t something to fear – it’s a huge opportunity.
The democratisation of media means there are more places than ever to tell your story. Whether it’s through a journalist, a trusted creator, or a loyal customer who loves your product enough to post about it, audiences crave stories that feel real and relevant.
If your brand is telling those kinds of stories – in the right way, and in the right places – it will find its audience. Every time.
PR has always been about earning attention. The only difference is where that attention now lives.
At Satsuma, we help brands bridge the gap between newsroom and newsfeed, crafting stories that spark headlines and hashtags.
If you’re ready to make your next story go further, we’re ready to help it fly.
Discover how our creative solutions can elevate your brand and achieve your marketing goals.
