We live in a time where short videos run the internet. TikTok, Reels, Shorts. Fast cuts, trending sounds, and content that disappears from memory in minutes. And yet, even with all the hype around short-form, businesses who use PR still come out on top. Not because PR is old-school, but because it gives brands things TikTok alone can’t.
TikTok is amazing for attention. PR is amazing for credibility. When you combine both, that’s when brands really start to grow.
Let’s dive into why PR still wins big today.
Not everyone lives on TikTok
A viral TikTok gets you views. A feature in a respected publication makes people trust you. Those aren’t equal.
When someone wants to buy from you, they don’t just scroll your videos. They search your name. They look for proof that you’re legit. Press features, expert interviews, news writeups, podcasts, and reputable mentions all work together to show that your brand is more than just content.
This matters a lot when customers are comparing you to competitors. PR becomes the differentiator.
Even if TikTok feels massive, your buyers aren’t all sitting there scrolling. A lot of decision makers still get their information from industry news sites, trade publications, and podcasts. If your brand only focuses on social platforms, you only show up in one corner of the internet. PR expands your footprint into the spaces where business decisions actually happen.
How PR supports the long-term game
- PR strengthens your Google presence
Short-form video doesn’t really help your SEO. Press articles do.
Whenever your brand gets mentioned in a reputable publication, your site gets something called a backlink. It’s basically a vote of confidence from a trusted website. The more votes you collect, the more Google recognizes you as credible.
This helps your brand show up higher in search results. And search traffic has been steady for decades because people who search already have intent.
A TikTok can blow up today, then disappear. A press article can sit on Google for years.
- PR helps you tell a deeper story
TikTok gives you the trailer. PR gives you the full story.
Journalists dig deeper. They ask what drives your business, what problems you’re solving, how you started, where you’re going, and what makes you different. They help shape your narrative. That narrative becomes a valuable asset for your brand. You can use it everywhere.
When brands have both TikTok and PR, it hits different. The short videos show personality. The press coverage shows expertise. People end up trusting you more because you feel complete.
A single PR feature can turn into multiple content pieces.
You can repurpose it on your website, social channels, newsletters, sales decks, pitch presentations, ads, and even team onboarding. It feels more powerful than self promotion because it came from a third party.
Whenever you say “As seen in…” during a sales conversation, it quietly boosts confidence.
- TikTok grabs attention while PR drives conversion
If you look at the buyer journey, TikTok sits at the top. It’s where people discover you.
PR impacts the middle and bottom. It helps people decide if they trust you and if they should choose you over others.
It works like this:
TikTok answers “Who are you?”
PR answers “Why should I trust you?”
Your website answers “Should I buy from you?”
When all three align, you get smoother sales and shorter decision time.
The relationship between PR and social content
A lot of people think PR and TikTok are totally separate. They’re not.
When you get press, your social views usually go up. You get more profile visits from people who read the feature. Your brand becomes easier to find on Google. You build trust, which makes your content more attractive to new audiences.
A brand that invests in PR usually grows faster on social because people feel like they’re following someone credible, not just another “content creator.”
One of the hardest parts of TikTok is coming up with fresh content. A lot of brands get stuck repeating trends. When you have PR wins, you gain built-in talking points you can turn into videos. New features, interviews, milestones, or expert commentary all give you something unique to say.
This makes your content stand out while also positioning you as someone who understands the industry, not just someone following trends.
Every creator and social media manager knows one painful truth. Algorithms change. Sometimes overnight.
Views drop. Reach shrinks. Growth pauses.
PR gives you assets that aren’t controlled by algorithms. Articles stay live. Podcasts stay online. Google rankings continue pulling traffic. These pieces increase your resilience so you don’t rely on one platform for all your visibility.
Final Thoughts
PR and TikTok are not rivals. When used together, they make your marketing stronger. TikTok drives attention at the top of the funnel. PR influences the middle and bottom by building trust and helping people choose you over competitors.
PR also protects you when algorithms shift. Articles, podcasts, and Google rankings stay accessible even when your social reach drops. These assets compound over time and help your brand stay relevant.
