How today’s most successful brands blend traditional PR with digital storytelling.

In today’s hyperconnected, click-to-comment culture, traditional PR is evolving fast—or being left behind. Gone are the days of press releases, press kits, and praying for placement. Instead, brands are crafting immersive narratives, tapping influencers, and building trust across every digital touchpoint.

As Sean Lobdell, CEO of Stainless Communications, puts it:

“PR isn’t just about reputation anymore—it’s about relationship. If your story doesn’t move fast, move people, and move across platforms, it doesn’t move at all.”

From Press Releases to Digital Relationships

Modern PR isn’t defined by column inches—it’s defined by clicks, shares, and sentiment. The brands winning today are those that blend strategy with storytelling across owned, earned, and influencer channels.

Ann Handley, digital marketing pioneer and Chief Content Officer at MarketingProfs, notes:

“The lines between PR, marketing, and content have officially blurred. You’re not just pitching stories—you’re publishing them.”

Trust Is the New Currency

Trust is fragile, and the digital age hasn’t made it any easier. According to Edelman’s 2024 Trust Barometer:

• 59% of consumers say they won’t buy from a brand they don’t trust—even if it’s cheaper.
• 67% say “a good reputation may get me to try a product, but unless I trust the company behind it, I will stop buying it.”

“People don’t want perfection,” says Lobdell. “They want transparency. They want to know who you are, what you stand for, and that you’ll own it when you screw up.”

The Rise of the Influencer-PR Hybrid

Influencer marketing is now a cornerstone of modern PR. But not all influencers are created equal—and not every campaign should be led by a Gen Z TikTok star.

Brian Solis, digital anthropologist and Head of Global Innovation at ServiceNow, observes:

“Micro-influencers often drive higher engagement than big names. It’s about alignment, not just audience size.”

Take Duolingo. Their playful, unhinged TikTok presence has earned them millions of views—but it’s the alignment between their quirky brand and irreverent mascot that makes it work.

Or consider Lush Cosmetics. They pulled out of social media entirely in 2021, prioritizing ethical storytelling through influencers, advocacy partners, and their own blog. The result? Stronger brand loyalty and a message that actually sticks.

PR That Moves the Needle: Real Brand Wins

1. Nike’s “Dream Crazier” Campaign

A masterclass in blending traditional PR with digital virality. Narrated by Serena Williams, the campaign hit TV, social, and news outlets all at once—resulting in:

• 4.5M YouTube views in the first week
• 25% spike in social sentiment
• 8% increase in female product sales

Why it worked: Emotional resonance plus integrated execution across channels.

2. Spotify Wrapped

This annual data storytelling campaign is personalized, interactive, and irresistible to share—earning:

• 60M+ social media shares annually
• Global press coverage without a single press release
• Sky-high engagement that extends the brand’s lifecycle

“Spotify Wrapped is genius,” says Lobdell. “It turns every user into an advocate and every playlist into a headline.”

3. Patagonia’s Environmental Advocacy

The outdoor brand walks its talk—literally giving away the company to a climate trust. Their PR strategy taps purpose-driven influencers and niche media to amplify their message.

• Earned $10M+ in media value in the month of the announcement
• Saw a 14% increase in direct-to-consumer sales that quarter

PR Missteps: Lessons from Failures

Not all PR campaigns hit the mark. Some serve as cautionary tales:

1. Pepsi’s Kendall Jenner Ad

An attempt to align with social justice movements backfired, as the ad was criticized for trivializing serious issues. The backlash was swift, leading to the ad’s removal and public apologies.

2. United Airlines’ Passenger Removal Incident

A passenger forcibly removed from an overbooked flight sparked global outrage. The airline’s initial response lacked empathy, exacerbating the situation and leading to a significant drop in stock value.

3. Bell Pottinger’s South Africa Scandal

The PR firm was found to have orchestrated a campaign to stir racial tensions in South Africa, leading to its expulsion from industry bodies and eventual collapse.

The New Media Mix: Where Digital Meets Editorial

Traditional media still matters—but it’s no longer the whole show. Rand Fishkin, co-founder of SparkToro, explains:

“Owned and earned media are no longer separate streams—they’re the same river. The smartest brands use blogs, email, social, and influencer PR to flood the market with meaning.”

At Stainless, we help clients shape stories across four strategic lanes:

• Owned: Website content, blogs, newsletters, and branded storytelling hubs
• Earned: Media coverage, influencer partnerships, podcasts, and thought leadership
• Shared: Organic and boosted social content that’s designed to be engaged with
• Paid: Highly targeted media that reinforces the narrative, not just impressions

“Most brands think they need to be louder. What they really need is to be clearer,” says Sean Lobdell. “Consistency across channels builds trust faster than volume ever will.”

Building Brand Trust Through Consistency & Humanity

Trust doesn’t happen because a brand says the right thing—it happens when it consistently does the right thing. One authentic interaction can do more than a thousand ads.

Case in point: Ben & Jerry’s. Their social justice messaging is unapologetic and deeply rooted in their business. Whether it’s supporting Black Lives Matter or protesting climate change, they show up with action—and their PR reflects that integrity.

“Purpose without performance is just PR theater,” Lobdell emphasizes. “The brands that earn trust walk the walk in their supply chains, their people, and their platforms.”

What to Watch: The Future of PR in 2025 and Beyond

1. Influencer-Led Crisis Response – Brands will increasingly tap influencers to help manage reputation in real-time, especially when traditional media narratives spiral.

2. Synthetic Media & AI Spokespeople – Expect more brands using AI avatars and synthetic voices to deliver messages. Authenticity still matters—so testing and transparency are key.

3. Earned Media as SEO Fuel – Press hits aren’t just for ego anymore—they’re for discoverability. Smart brands are optimizing coverage for search.

4. Hyper-Niche Storytelling – Think less mass-media, more micro-communities. Winning PR teams will tailor messaging down to psychographic clusters.

5. Quantifying Trust – New tools will help brands measure perceived integrity, not just engagement. Expect “Trust Scores” to be part of every PR dashboard.

Final Thoughts

Public relations has always been about influence. What’s changed is how, where, and why that influence is earned.

Today’s most successful brands blend the old and new: traditional media savvy with digital agility. They respect the intelligence of their audiences, partner with credible voices, and tell stories that resonate across platforms.

“If you want press, buy an ad,” says Lobdell. “If you want presence—earn it. Influence today is earned through empathy, action, and story.”

As we navigate a world of shortened attention spans and heightened skepticism, the brands that rise will be those that align PR, brand voice, and customer experience into a singular, compelling force.