Trust Rewritten: How TikTok Took PR Out of Brands’ Hands

At the core of public relations, there has always been one central value: trust. However, the way in which trust is given has completely shifted in all aspects due to the power of TikTok and Gen Z audiences. What used to be a particularly controlled process led by a brand's own vision has completely transformed to something much more fast-paced and community-driven.

In the pre-TikTok era, Pr had followed a more structured approach, usually curated with a specific vision from the brand. Brands had heavily relied on press releases, media or ad placements and relationships with journalists. While these ideas still stand today, the levels of unpredictability have heightened for brands due to the amount of user-generated content being distributed by TikTok. Campaigns were previously planned months in advance and the actual messaging for the product itself was polished or approved on multiple levels. Audiences would mainly consume these products based on their trusted established outlets and the authority of the brand itself.

TikTok has single-handedly disrupted these traditional rules. The platform itself thrives off speed and relatability rather than curated perfection. The Gen Z audience is completely shaping content rather than just consuming, and with this, TikTok has become one of the most powerful drivers of brand credibility. A brand's reputation can be made or destroyed with just a singular video posted by a known influencer. This shift is displaying that PR is no longer about curating a brand's message, but it deals more with participating in a conversation with consumer opinions. Trends regarding a brand's product emerge organically, and brands must quickly decide whether or not they should join in or risk relevancy.

This new landscape comes with uncertainty, due to the unpredictability of TikTok’s algorithm. Brands must be willing to take creative risks while still portraying their true identity because virality is not guaranteed. This also shows that while yes, TikTok is a huge factor when promoting a product, this Gen Z curated formula must not be relied on. The new PR rules are still being written, but one concept remains clear: power has shifted from brands to audiences. TikTok has redefined promotion by having user-generated content be the central force in shaping a brand's identity. Trust is no longer a given; it is earned through authenticity and relevance.

Bio: My name is Katelyn Leong and I am currently a junior at Cal State University, Northridge majoring in public relations with a minor in pop culture. I want to pursue PR in the fashion and beauty industry, hoping to work in house one day. I am currently the director of social media for CSUN’s PRSSA chapter and was just elected to be the new vice president for the 26-27 upcoming school year.