Hashtags, headlines and the hustle for relevance

Our recent event, From Hashtags to Headlines, explored how conversations evolve at lightning speed and how brands can leverage PR’s unparalleled ability to tap into cultural moments, trending narratives, and real-time news to keep, stand out and connect with audiences.  The panel of speakers included Sonia Gleeson from Tik Tok, Jason Orme from Future plc and Speed’s Rebecca Broomfield, Director of Consumer PR and Julia Filsell Chapman, Head of Digital.

Here are the eight takeouts that matter:

Authenticity isn’t optional

Real voices make a real difference. Consumers are used to seeing real people in their feeds every day; friends, creators and customers. To resonate, brands must show up with real voices, real stories and real experiences.  Although today’s audiences are happy to receive branded content, they also come with a heavy dose of scepticism, which authentic voices can help to mitigate. Credibility on social media is now the first filter of trust.

Pre-heat your audience

Not every piece of content has to convert.  Some of the best content exists purely to entertain an audience; making them laugh, think or feel seen.  PR and social channels are great channels for doing this as the space is less transactional and more conversational.

Be wary of vanity metrics

Engagement is the only rule of the game now.  In a rapidly moving environment, just because your content is out there, doesn’t necessarily mean it’s been seen or even responded to.  The comments are where it’s all happening, but be careful of how your brand shows up here. Be helpful, be insightful but don’t drop your key messages in the comments.

The rise and rise of influence

Influencers aren’t just megaphones, they’re mentors.  People look to creators for life decisions from getting fit to buying a house or eating out in Sicily. The best partnerships go deep, tapping into online communities that serve their passions and interests. From booking holidays to choosing a cleaning product, creators are the new frontline of discovery.

The ubiquity of slop

There is more content out there than anyone could possibly want or need.  Your brand won’t stand out because of the amount of content you create, but because of the value that it delivers for your consumers.  Yes the world is fast paced which often leads to a need to be constantly on, but there is a value in working out what your consumers need and how your brand can deliver that. Traditional media still offers  authority. Social delivers authenticity.   The magic happens when you use both strategically,

Don’t be afraid to jump in (with arm bands on)

Culture is a very powerful entity for brands to harness.  It shapes opinions, drives conversations, unites crowds, but that is both a gift and a threat. Real- time participation can be powerful but only when it’s earned. Conversations and trends are literally breaking every second; plan your brand’s right to engage before diving in and then be ready to move at the speed of social.  Trends are tempting, but not every hashtag deserves your brand. Be alert, be engaged and be engaging.

PR is built for agility

Cultural moments can change by the hour. PR’s strength lies in its ability to monitor, interpret, and act quickly—but with clarity. The discipline brings not just responsiveness, but judgment, helping brands decide when to speak, and when to stay silent. That discernment is what makes PR such a critical tool in fast-moving environments. We used to say PR could react quickly. Now, it must lead quickly.

Media is evolving—PR must evolve with it

As publications become multi-format content engines and platforms shift their priorities, earned media still holds power. The best PR strategies now consider platform dynamics, SEO shifts, and consumer search behaviour—alongside narrative and relationships. It’s no longer just about getting the right headline, it’s about making it land in the right feed, for the right reason.