Forget Press Releases: How TikTok News Anchors Are Changing PR

The way we consume news is changing, and PR professionals need to take notice. A recent Pew Research study revealed a surprising trend: 32% of Gen Z gets their news fix on TikTok. This shift in media consumption habits forces us to consider how to reach this crucial audience most effectively. Enter the unconventional world of TikTok news anchors.

32% of Gen Z gets their news fix on TikTok

These aren't your typical news personalities. We're talking accounts like "News Daddy" (who boasts more followers than major newspapers combined), a talking fish delivering headlines, and even a college student breaking down the Iowa caucus with a casual "it's just tea, it's gossip." Intrigued, we polled our LinkedIn network – are these emerging formats the future of media relations?

While the majority weren't yet convinced, a significant 20% are actively considering incorporating TikTok news anchors into their strategies. This presents a unique opportunity. Imagine reaching Gen Z directly through these popular figures, bypassing traditional media outlets they might not frequent.

"Companies and brands with audiences on TikTok should leverage it," says Monique Kelley, a Boston University professor and PR consultant. She emphasizes the importance of audience targeting – TikTok might not be the right fit for everyone.

PR professionals can't afford to ignore the rise of TikTok news consumption. This evolving landscape demands a reevaluation of our media relations strategies.

Matt Prince, Head of PR at Taco Bell, understands the power of meeting your audience where they are. "Gen Z isn't going to the news," he says. "The news is coming to them on their FYP (For You Page) through influencers and TikTok news sources." He argues for providing these personalities with direct access to information, arming them with the resources traditionally reserved for journalists.

However, challenges exist. These anchors often lack formal journalism training, raising questions about accuracy and objectivity. Additionally, their content can be controversial and not suitable for all audiences. Some PR professionals, like Andrew Graham of Bread & Law, remain hesitant. "It's a hard no for me," he says, expressing concerns about relying on amateurs for reliable news.

Diane Blackman, co-founder of BRPR, echoes these sentiments, choosing to stick with established media outlets.

But others see parallels with the rise of influencer marketing. Shane Collins of Grammarly points out, "In 2010, using social media influencers was a novel idea. Now, influencer engagement is a standard practice." He believes testing the waters with TikTok news anchors could yield positive results.

The truth is, we're witnessing a media landscape in flux. While some advocate for cautious optimism, others urge embracing the trend. Regardless of your stance, one thing's clear: PR professionals can't afford to ignore the rise of TikTok news consumption. This evolving landscape demands a reevaluation of our media relations strategies. We must be prepared to adapt and experiment to reach Gen Z effectively in the age of unconventional news anchors.

This information is based on an article from The Economist published 25th January 2024.