Journalists Aren’t the Only Gatekeepers Anymore
If your PR strategy still revolves solely around pitching reporters, it’s time to expand your media list. In 2025, creators—YouTubers, TikTokers, and Instagram influencers—aren’t just promoting products. They’re telling stories, shaping narratives, and even breaking the news.
From viral explainers to exclusive interviews to behind-the-scenes brand features, creators have built loyal audiences who trust what they say and share what they post.
This isn’t a trend. It’s a shift in who holds the mic. And PR pros need to pay attention.
Why Creators Matter More Than Ever
Today’s audiences are fragmented. The same person who reads Bloomberg in the morning is scrolling Instagram Reels by lunch. That’s why smart PR strategies blend traditional media outreach with creator engagement—because people now get their information from both.
Creators bring:
- Community trust – Followers see them as real, not rehearsed.
- Speed – Content can go live (and viral) within minutes.
- Niche access – From engineers to clean beauty fanatics, there’s a creator for every audience.
They’re not just participating in the conversation. They’re leading it.
According to HubSpot’s 2024 State of Marketing Report, influencer content drives significantly more engagement than branded content, making it a critical piece of the modern PR puzzle.
For a refresher on how traditional PR builds long-term trust and brand equity, revisit our post on The Role of PR in Building Brand Reputation.
This Isn’t Just Influencer Marketing
We’re not talking about paid partnerships with random lifestyle bloggers. We’re talking about a creator-as-publisher model. Many creators operate like independent media outlets—producing original content, setting the agenda, and driving engagement at scale.
Examples worth knowing:
- Instagram: Emily English (@emthenutritionist)
Known for simple, science-backed nutrition tips and approachable recipes
Emily has built a loyal following by blending credibility (she’s a qualified nutritionist) with content that feels friendly, not clinical. She’s a perfect example of how expertise + storytelling wins on social platforms.
🔗 @emthenutritionist on Instagram
- TikTok: Victoria Paris (@victoriaparis)
Known for: Day-in-the-life vlogs, fashion, lifestyle commentary
Victoria treats TikTok like her personal diary—pulling followers into her world with raw, unfiltered updates. She’s shaped everything from fashion trends to brand narratives, proving creators can set the tone of a cultural moment.
🔗 @victoriaparis on TikTok
- LinkedIn: Jake Hall, The Manufacturing Millennial
Known for: Breaking down automation, manufacturing, and B2B tech trends
Jake turns complex concepts into highly shareable video content that resonates with engineers, execs, and buyers alike. He’s a clear example of a B2B creator who influences purchasing and industry perceptions—without ever needing a byline in a trade publication.
🔗 The Manufacturing Millennial on LinkedIn
These creators influence opinions, shift purchasing behavior, and—yes—get quoted in traditional media, too.
How PR Pros Can Work With Creators Like Media
It’s time to treat creators with the same level of thoughtfulness and strategy as journalists.
Here’s how:
- Do your homework.
Don’t pitch based just on follower count. Look for tone, content alignment, and audience trust. - Pitch with purpose.
Personalize your outreach. Reference their work. Show up like a collaborator, not a cold caller. - Adapt your content.
Think visually. What would make a great hook, behind-the-scenes post, or explainer video? - Invest in the relationship.
Include creators in media events, share exclusives, and nurture ongoing connections.
But What If You’re a B2B Brand?
We get it—many of our clients are in government, defense, advanced manufacturing, and other complex industries. But here’s the reality: influence isn’t limited to lifestyle products.
Creators exist in every space. You just might call them:
- Industry experts on LinkedIn
- Engineers breaking down tools on YouTube
- Technical consultants posting trend analysis on TikTok
These creator-educators are reshaping how decision-makers learn about innovation, solutions, and services. Think less “influencer” and more “modern media voice.”
In fact, McKinsey & Company research shows that over 70% of B2B buyers now fully research a brand or solution online before ever engaging with a sales rep, which makes credible digital voices more valuable than ever.
What B2B creator partnerships can offer:
- Simplified storytelling around complex topics
- Trust and credibility from within the industry
- Wider reach to buyers, stakeholders, and talent
Creators Are the Press—And the People
The most powerful PR strategies today don’t stop at the newsroom. They extend into YouTube thumbnails, TikTok trends, and Instagram Reels. And when it’s earned, it’s just as powerful as a headline in Forbes.
Ready to Rethink Your PR Strategy?
At Flourish, we help brands craft smart, multi-channel storytelling strategies that include traditional media and modern creators. Whether you’re pitching a journalist or collaborating with an expert on IG, we’ll help you get heard—by the right people, in the right way.