In modern business, social media is no longer optional. Being active across platforms is a non-negotiable simply due to the sheer volume of people active online. With its flexibility and ease of use, it’s no surprise that so many brands turn to social media for marketing. However, many brands invest heavily and still see minimal reward. Why? Because reach without trust is just noise.
My dissertation explored this, focusing on how different marketing channels influence a customer’s intention to act. Through my research I discovered that social media is vital for the final conversion, but that PR creates the credibility that drives the initial intention to engage with the brand.
For clarity, PR refers to earned media coverage secured through third parties such as journalists and publications, while social media acts as a channel through which brands communicate directly with their audience.
The PR Foundation
My findings suggest that traditional marketing methods, like PR, are significantly more effective at generating a consumer’s initial intention to engage or purchase than digital channels. This is down to the high level of trust built through earned media. Unlike a social media post, created by a brand itself, PR involves independent third parties, such as journalists or respected publications, vouching for a brand’s value. You could argue that user-generated content offers a similar level of endorsement, but that’s a discussion for another time.
The external validation PR provides carries a weight that digital self-promotion simply cannot replicate, especially as consumers are becoming more fatigued with online advertising. By securing this endorsement and building brand authority, a brand can move potential customers from a state of scepticism to one of recognition and trust.
In short, while discovery often happens on social media, PR helps shape how a brand is perceived once it is encountered. If a customer already trusts the brand, they are more likely to pay attention to the message being shared.
Social Media’s True Power
While PR builds the foundation, social media turns that trust into action. Once the hurdle of credibility has been cleared by positive PR, social media becomes the ultimate tool to amplify that authority and maintain the relationship with the audience, especially as it’s now so easy to purchase products and book services within social platforms.
However, social media’s true power lies in using PR content, transforming brand posts from simple self-promotion into validated evidence, with brands being able to say, ‘as featured in The Guardian’ or similar third-party endorsements. This message is much more powerful because it’s backed by an external authority rather than internal bias.
My research highlighted that recurrence – the repeated exposure to a brand – is the key to solidifying consumer intent, which is where social media is unrivalled. It keeps brands top-of-mind, providing the consistent touchpoints necessary to move a customer from ‘interested’ to ‘invested’, creating customer loyalty.
An Integrated Approach
My dissertation concluded that neither traditional nor digital marketing tools are better than one another and that instead they should work in tandem. This is because while PR is the most effective way to establish intent and trust, social media is essential for conversion and long-term engagement.
By leading with PR to build trust and following with social media to drive action, brands ensure that digital content goes further. Rather than just adding to the noise, this strategy ensures that every post reaches an audience that already has a reason to listen.
At Target, we use PR and social media together to ensure brands are not only seen, but trusted – combining credible third-party coverage with consistent social storytelling to drive meaningful engagement and activate communities.