Is PR Still Relevant? The Power of Public Relations in the Age of Social Media

In today’s hyper-connected world, where news spreads instantly and social platforms can make or break a brand overnight, many business leaders wonder: is traditional PR still relevant? Has the rise of social media rendered PR agencies unnecessary? 

The answer is a clear no. In fact, the immediacy and scale of social media make strategic PR more critical than ever. Effective public relations provides the expertise to shape messaging, protect reputations, and respond to crises, capabilities that social media alone cannot deliver. 

At Empica, we help businesses navigate this landscape by combining traditional PR expertise with digital know-how, ensuring that every message builds credibility, authority, and long-term trust. 

This article will explore how PR has evolved in the digital era, why media relations now extend beyond journalists to influencers and online communities, and how integrating PR with social media creates a powerful, unified strategy that builds credibility and authority for modern businesses.

Beyond the Hype: Why PR is More Relevant Than Ever 

The question “Is PR still relevant?” comes up often as social media dominates brand communication. The answer is clear: yes. In today’s fast-moving digital world, strategic PR is more important than ever. 

Social media can amplify messages and engage audiences quickly, but it is a channel, not a strategy. PR provides the framework to ensure every post, campaign, or message aligns with long-term brand goals. Digital PR builds credibility, lasting relationships, and industry authority. Attention on social media is fleeting, but PR creates sustained trust. 

A recent example is Cracker Barrel's logo redesign in August 2025. The new minimalist logo removed the traditional "Uncle Herschel" figure, sparking immediate backlash on social media and criticism from public figures. The company quickly reverted to its original logo, demonstrating how strategic PR and reputation management can protect credibility and restore trust. This kind of challenge is exactly why businesses turn to PR agencies like Empica, for the expertise to navigate high-pressure situations and restore confidence. 

Media relations in a digital age now extend beyond journalists to bloggers, podcasters, and influencers, ensuring your brand reaches audiences where they are most active. PR is about outcomes: protecting reputation, building authority, and providing a strategic framework for all communications. Social media amplifies your message, but PR is the strategy that ensures it lands effectively. For businesses navigating a noisy digital landscape, investing in PR is essential for long-term success. 

The Evolving Role of Media Relations in a Digital Age 

Media relations has changed dramatically in the digital era. Today, building strong relationships is not limited to journalists. PR teams now engage with bloggers, podcasters, and social media influencers to ensure brand messages reach the right audiences. Effective media relations in a digital age combines traditional storytelling skills with an understanding of online platforms, helping businesses earn credibility, amplify their voice, and maintain a consistent brand presence across multiple channels. Empica works with clients across traditional media, influencers, and digital platforms to ensure their stories are heard in the right places and by the right people. 

From Print to Platform: The New Media Landscape 

Media relations has changed dramatically in the digital era. Today, strong relationships go beyond journalists to include bloggers, podcasters, and social media influencers. Effective media relations combines traditional storytelling skills with digital expertise, helping businesses earn credibility, amplify their message, and maintain a consistent brand presence across multiple channels. 

A 2025 example is Harrods’ response to a cybersecurity breach that compromised customer data. The PR team quickly engaged traditional media and social platforms, while collaborating with trusted influencers to share accurate information and counter misinformation. Transparent, timely updates helped protect the brand’s reputation and reassure customers. 

This shows that modern media relations requires a strategic, multi-channel approach. Combining traditional PR skills with digital know-how allows businesses to manage crises effectively, build trust, and strengthen their brand presence in a social-first world. 

Earning Credibility in a Social World

Traditional PR skills remain vital in the digital age. Crafting compelling narratives and securing third-party endorsements are foundational to building trust. However, the platforms for these strategies have expanded beyond traditional media to include social media channels. 

A notable example is the 2025 launch of Kay Beauty in the UK. Co-founded by Bollywood actress Katrina Kaif, the brand leveraged influencer partnerships to promote its inclusive beauty ethos. By collaborating with UK-based influencers who resonated with diverse audiences, Kay Beauty effectively communicated its brand values, leading to a successful market entry and widespread consumer trust. 

This example underscores the importance of adapting traditional PR techniques to digital platforms, ensuring that brand messages are authentic, relatable, and reach the intended audience. 

Leveraging Social Media for Modern PR

Social media has become an essential tool for modern PR, enabling brands to reach audiences quickly and engage directly with their customers. When used strategically, social platforms amplify public relations efforts, support reputation management, and help businesses build authority and trust. In this section, we will explore how PR teams leverage social media for crisis communication, reputation management, and establishing thought leadership in a competitive digital landscape. 

Crisis Communication and Reputation Management

In today’s fast-paced social media environment, a brand’s reputation can change in minutes. Effective PR is essential for managing crises by responding quickly, transparently, and consistently. 

A 2025 example is Marks & Spencer (M&S), which faced a cyberattack that disrupted online orders for nearly a month. M&S responded with regular updates across social and traditional media and increased customer service support to address concerns. 

Their transparent and proactive approach reassured customers and protected the brand’s reputation. This example highlights the importance of a crisis communication plan that uses both traditional and social media to maintain trust and credibility. 

Building Thought Leadership and Community

Social media helps PR teams position experts and build a loyal brand community. Combining traditional PR with digital platforms allows businesses to showcase the knowledge and credibility of key individuals. 

LinkedIn and X enable thought leadership through posts, articles, interviews, and commentary. Consistent, authentic content engages audiences and builds trust. Through our work with the Bristol Hoteliers Association, Empica has helped the organisation use LinkedIn not only to share leadership updates but also to strengthen its voice within the regional hospitality sector. By sharing his professional journey, industry insights, and plans for 2025, the association positioned its leadership as thought leaders in the hospitality sector and engaged the wider community of hoteliers and industry partners. 

Modern PR goes beyond coverage, it uses social media strategically to build authority, engage communities, and reinforce credibility. 

The Integrated Advantage: A Unified Strategy

The strongest PR campaigns today blend traditional media and digital channels into one seamless strategy. Press coverage builds credibility, while social media keeps the story alive, drives engagement, and encourages action. 

When these elements work together, media coverage fuels online conversations and social proof strengthens future press opportunities. This creates a cycle of visibility and trust that helps businesses grow. 

At Empica, we combine media expertise with digital know-how to deliver campaigns that connect across every channel and achieve lasting impact. 

Public relations continues to be the foundation of effective communication in today’s fast-moving digital world. Social media is a powerful tool, but PR provides the strategy that ensures every message, campaign, and response aligns with long-term brand goals. 

A modern PR agency like Empica brings together traditional expertise and digital insight, helping businesses build credibility, protect their reputation, and connect with audiences where it matters most. 

Ready to discuss how a unified PR and social media strategy can build your brand’s credibility and protect its reputation? Contact the Empica team today to start the conversation: contact@empica.com or call 01275 394 400.