The way audiences consume information has changed dramatically, and so too are the ways companies and brands must communicate. They can no longer rely on traditional broadcast or even digital publishing to drive relevance. In an environment where audiences scroll more than they read, digital PR now demands speed, authenticity and influence, delivered in real time.
This year, social media officially overtook online news websites as Australians’ main source of news (26% vs. 23%). Facebook use for news jumped 6 per cent to 38 per cent, while Instagram and TikTok now reach 40 per cent and 36 per cent of 18-24 year-olds respectively. Young audiences are turning to short-form video, creators and influencers to shape their understanding of current events, particularly on platforms like TikTok, where over a third of young Australians consume news content.1
For PR professionals, visibility means more than coverage. It’s about performance. Social content is not just resharing a press clipping, it’s where influence is built. Our work with Royal Life Saving NSW is one example, where traditional coverage was supported by TikTok creator Sam Fricker’s engaging, creator-led content. These voices are trusted, relatable, and central to digital reach.
The appetite for real-time, responsive content is growing. Australians now spend more time on social media than ever with TikTok, Facebook, and Instagram dominate screen time, and they expect brands to be present and participatory. Static campaigns are falling flat. It’s real-time relevance that builds momentum and credibility.
The creator economy reflects this shift. In a climate where younger Australians say influencers are among the most common sources of misinformation (57%)[1], trust hinges on authenticity. Co-created content offers brands and companies a way to show up with personality and purpose. As short-form video continues to rise, the most effective PR strategies prioritise partnership over promotion.
This is especially important for reaching younger audiences, many of whom avoid news altogether. 71 per cent of under-35s say they tune out because it feels negative, irrelevant or hard to follow1. The opportunity? Tell stories that resonate. Keep it visual, digestible and authentic.
PR has evolved. Winning attention now depends on agility, credibility and emotional connection. The brands and companies who adapt this new rhythm won’t just survive the digital age, they’ll lead it.
Ready to make great things happen? Let’s talk: primary@primarycommsgroup.com.au
Mary-Anne Boustany, Account Director
[1] Digital News Report: Australia 2025, University of Canberra
