Why PR Is Still Essential in the Age of Influencers and Social Media
When it comes to the digital world, a stand-alone influencer can never get the numbers and “influence” needed to grow. It needs PR to create the necessary boost. PR creates the optimal buzz for brand communication, image building and creating credibility.
In fact, what a lot of brands are wondering right now is whether they need traditional, old-school PR in this age of influencer marketing. At Tandem, we firmly believe they absolutely do — not just for nostalgia’s sake, but because of how relevant and strategic traditional PR still is.
The landscape has seen influencers make their way, there’s no denying that. Digitally, it’s obvious that viral content is what everyone is aiming for — but is that accountable viral-ity? Audiences are demanding more transparency and hence brands need a more strategic approach. Likes and shares are a part of the game, but true engagement comes in when every partnership is aligned with actual goals of the brand and helps boost long-term reputation.
Not just that, at times, social media can be a catch-22. Some content can go viral for the wrong reasons and influencers have been known to face backlash, public scrutiny and have at times seen miscommunication and the pitfalls of it. Which is where PR plays a vital role. From a misunderstood post to a product issue or an uncalled-for controversy, PR professionals are adept at responding swiftly, gaining control of the situation, defusing the crisis and strategizing the narrative during these tough times.
Beyond crisis control, traditional PR continues to bring serious value to the table. Being featured in established media like Vogue, The Times of India, Business of Fashion or Forbes still carries a level of authority that social media posts can’t always replicate. Traditional media is seen as more “earned” rather than “paid,” and that gives brands a stronger currency in terms of credibility and brand equity.
It also broadens a brand’s reach. Not everyone is online 24/7 or following influencers and digital platforms. Traditional PR reaches audiences that digital campaigns might miss — like older demographics, corporate decision-makers, or niche professional groups who trust legacy outlets more. And more and more audiences are returning to online and print media with fresh eyes.
One more thing PR does best is adding depth and credibility to influencer campaigns. While influencers can offer reach, PR ensures the messaging is authentic, consistent, and backed by traditional media relationships that lend trust and authority. This ideal mix of earned media and digital influence is what truly drives meaningful engagement. So safe to say, the success of influencers is also dependent on PR strategies.
Influencer and digital campaigns can sometimes be seen as “bursts” of attention. Traditional PR builds a more stable, longer-term reputation by placing brands in serious conversations, features, thought leadership articles, or industry panels. It also empowers your brand with a real-world presence — conferences, awards shows, press briefings, media meet-ups, launch events — these still matter. Traditional PR helps brands show up physically where important conversations are happening, not just online. This also goes a long way in building personal relationships and community with important editors, journalists and other category stakeholders that a brand has in its ecosystem.
At Tandem, we integrate platforms — digital and traditional media — into our events wherever relevant and possible to ensure a 360-degree storytelling format is achieved for clients. The best campaigns today don’t pick a side. A news story picked up by a major outlet can be amplified on social media, shared by influencers, and turned into multiple content streams. Traditional PR often acts as the “anchor” that digital strategies can build around — a smart, integrated way to amplify news with credibility.
At Tandem, we believe that modern PR isn’t about choosing between traditional strategies and new-age tools — it’s about blending them seamlessly. A tweet can go viral in minutes, but the reputation it builds (or breaks) lasts much longer. That’s why we work closely with brands to craft integrated campaigns that are proactive, protective, and purposeful.
Final Thoughts
Influencers may shape trends, but PR shapes perception. As social media continues to evolve, so should your communication strategy. Partnering with the right crisis communication firm and investing in thoughtful influencer public relations ensures your brand stands strong — even when the spotlight turns intense.