By Greyden Gay
One TikTok can change the course of a campaign. That is how social media is turning politics into content and public relations into a race for attention. Not long ago, PR lived in press releases and newsroom inboxes. Campaign teams spent weeks crafting statements, hoping the media would pick them up. Today, a short clip can shape a narrative faster than a press conference ever could.
Politics has fully entered the age of the algorithm. Candidates no longer just need strong policies; they also need personalities that work on camera. A single debate moment, a casual clip from the campaign trail or even a reaction to a trending sound can influence public opinion overnight. Stories spread before the traditional news cycle even begins. This speed reshapes not only how campaigns operate, but also how PR professionals must think.
For PR students and future professionals, this shift changes everything, because communication no longer flows just through journalists and press conferences; we now speak directly to the public, in real time, on platforms built for entertainment. A message cannot just persuade anymore; it must capture attention, connect emotionally and feel authentic enough to earn a share.
Authenticity has become the deciding factor. Audiences can tell when someone is trying too hard to appear relatable. They want to believe the message, not just hear it. Think about the political clips that have made you stop scrolling — the ones that made you laugh, shocked you or even made you think differently. That is exactly the type of emotional response PR teams are hoping to create. In a world where anything can go viral, the challenge is not only attracting attention but also earning trust.
This new reality forces PR professionals to think creatively and strategically. Every post, video or campaign moment is a chance to tell a story that feels personal and memorable. Playing it safe rarely gets noticed anymore. The most effective communication happens when campaigns take risks that reflect their values and connect with their audience in a genuine way.
A clear example of this comes from within the same political party. The Trump campaign’s 2016 digital strategy used rapid content creation, targeted advertising and direct online engagement to shape conversation and mobilize supporters, an approach praised for its effectiveness. On the other hand, Ron DeSantis’s widely hyped Twitter Spaces campaign launch showed how digital moments can backfire. Technical glitches and awkward pacing overshadowed the messaging, demonstrating how platform choice and execution matter just as much as content.
Whether you are running a campaign or promoting a cause, remember this: it is not just about sending a message. It is about creating a moment that people remember. The future of PR will reward those who take risks that reflect their values and connect with audiences in ways that feel genuine. In the end, connection builds credibility, and credibility drives everything else. That is what makes this era of PR both challenging and full of opportunity.