What Comms Pros Keep Getting Wrong About Digital Audiences
Sophia Smith Galer on how PRs must evolve for Gen Z and Gen Alpha audiences
Too much PR still speaks at audiences instead of to them. In this edition of Off the Record, journalist and content creator Sophia Smith Galer breaks down the outdated assumptions holding digital comms back. She dives into what it really takes to engage audiences under-25 today. From vertical video strategy to creator-led news, here’s what needs to change (and where to start).
1. What’s an outdated assumption you see baked into how institutions approach digital comms or PR? Some of the same problems exist between PR and journalism, which is unsurprising as they work alongside each other. Both industries often assume that what an organisation thinks is important will also be important to its audiences. That has never really been the case, and it’s especially untrue in the age of social media, where content must target and serve audiences directly to perform well. When I conduct customised social strategies or audits of underperforming accounts, the problem is often not just the format - for example, not using vertical video, which we know drives engagement - but that content focuses on the organisation’s goals rather than the audience’s needs.
2. What beliefs do you think comms professionals have about digital native audiences that aren’t true? Many still believe platforms like TikTok, Instagram, and YouTube are not places for serious content. They also assume video must be so short that you can’t say anything meaningful. While high-performing videos are often 30 seconds to a minute and a half, you can pack more into that than in a TV package, which is often the same length. I can usually say more in a short video than in the same time on radio or TV.
3. What emerging media habits are you seeing among Gen Z or Gen Alpha that comms pros should prepare for now? Feeds are more saturated than ever. I think early wins from TikTok’s arrival in 2019–2020 no longer work. The need to be distinctive is extreme, and creating recognisable formats attributed solely to you is now essential.
4. If you were hired to redesign a brand/company/charity’s comms strategies for under 25s, where would you start? I’d check if they have a vertical video strategy and if anyone is fronting that content; I’d want to know who, and why. I’d want to know if they’ve done an audience needs analysis, competitor analysis, and regular social media audits. For well-performing accounts, an audit every six months is fine; for struggling accounts, I’d recommend monthly. With that data, you can pinpoint the problems.
5. How do you see the role of press officers changing in the age of citizen journalism and creator-led news? Press officers need to know the creators and independent journalists covering their beat, and build genuine relationships with them. Avoid generic press releases with wrong names. Send the right material for their format - B-roll for creators who use it, facts and hooks for those who do explainers rather than interviews. Some PRs ask if they should send full scripts - obviously not - but sending strong hooks is smart. People could even use my app Sophiana to generate hooks out of press releases, if they wanted.
Quick fire...
Comms buzzword you’d ban: “Exposure”. Too many expect free work “for exposure”. Why are comms agencies hosting panels where they’re not paying speaker fees in 2025?
Most important skill to hire for in 2025: Audience engagement roles. A good audience engagement person will understand TikTok, AI and analytics tools.
One thing traditional press officers must unlearn: Stop enforcing old media hierarchies where TV/radio outrank digital/social. Social video is now the main way people consume news and must be treated accordingly.
Best place to contact you? You can visit Sophia’s website. Her script-making app Sophiana can be found here. She’s also on TikTok and Instagram. Sophia has a newsletter called Glottal Stop and her next book called How To Kill A Language, which charts linguicide, is out next year.
Remember folks, keep this advice just between us! We’re off the record.
I now offer media masterclasses for brands looking to improve their relationships with journalists, sharpen their storytelling and boost media coverage. If you’d like to find out more, please email me at stephspyro1@gmail.com