If you're planning a launch, a partnership or a big announcement, you've probably asked some version of this question: should we hire a PR firm, or do something on social?

The honest answer is that they do different jobs. Here's how traditional PR and Social PR compare, and how to decide which one your brand needs.

Traditional PR in one sentence

Traditional PR earns your brand coverage in the media: articles, interviews, features and mentions in publications, broadcast and podcasts.

Social PR in one sentence

Social PR turns your brand into content people actually want to watch and share, then distributes it through creators and high-reach accounts across social platforms.

The key differences

Where the audience finds you

Traditional PR relies on media outlets and hopes the audience comes to them. Social PR goes directly into the feeds people already scroll every day: TikTok, Instagram Reels, YouTube Shorts and X.

How long it lasts

A press placement is usually tied to a single news cycle. Coverage tends to peak on announcement day and fade quickly. Social content keeps getting discovered, shared and resurfaced by algorithms long after launch.

How people interact with it

People read a press article and move on. Social content invites interaction: comments, shares, stitches, duets and remixes. Your brand becomes part of the conversation instead of a headline people skim.

How it's distributed

Traditional PR depends on a handful of journalists and outlets choosing to cover you. Social PR distributes through a network of creators and accounts, so reach doesn't hinge on one editor's decision.

How results are measured

Traditional PR is usually measured in placements, estimated audience and share of voice. Social PR is measured in views, impressions, engagement and reach, and you can watch it happen in real time.

Quick comparison

• Main channel: Traditional PR uses publications, broadcast and podcasts. Social PR uses TikTok, Reels, Shorts and X.

• Typical lifespan: Traditional PR lasts about one news cycle. Social PR gets discovered for weeks to months.

• Audience behavior: People read traditional PR. They watch, share and comment on Social PR.

• Distribution: Traditional PR goes through journalists and outlets. Social PR goes through creators and high-reach accounts.

• Measurement: Traditional PR is measured in placements and estimated reach. Social PR is measured in views, impressions and engagement.

When to use traditional PR

Traditional PR is still the right tool when credibility with a specific audience matters most, such as funding announcements aimed at investors, B2B news for industry trade press, or crisis communications.

When to use Social PR

Social PR is the better fit when you need mass awareness with consumers: product and app launches, celebrity and creator collaborations, sports and entertainment partnerships, and any moment you want people talking about rather than just reading about.

Can you use both?

Yes, and many brands do. A press hit gives a story credibility. A Social PR campaign gives it reach. Running them together means the people who read about your launch and the far larger number who scroll past it on social both hear the same story.

See Social PR in action

Brands like Polymarket, Higgsfield AI, Kick, Novig and Club.com have used Social PR to launch products and shape the conversation on social. Explore our campaigns or book a strategy call.