In 2025, newsrooms aren’t what they used to be, and neither is the news cycle.
Traditionally, storytelling followed a neat, predictable path: pitched to journalists, published by outlets, and consumed over morning coffee or the 6pm bulletin. Fast forward to today, and news often breaks first on a phone screen, is debated in the comments, stitched by a creator, and turned into a meme before the public has even been able to turn on their favourite news channel.
In recent years, there’s been a real shift in the way Australians consume news media. This shift hasn’t just changed how people consume news; it’s changed who people trust, where they discover stories, and what makes a headline stick. PR agencies are no longer simply pitching to journalists but now need to navigate an entirely new ecosystem of digital tastemakers, trend cycles, and algorithm-led storytelling.
Let’s face it, most of Gen Z aren’t picking up a newspaper. TikTok, the platform once known for lip-syncs and dances, is now doubling as their breaking news feed, opinion page, and cultural compass. With more than 8.5 million Australians consuming content on TikTok each month, it’s where explainer videos, political commentary, and branded content sit side-by-side with stories that gain momentum overnight.
For PR agencies, the rise of social-first storytelling isn’t a threat, it’s an opportunity. Getting a great story placed in a top-tier outlet still matters, but it’s only part of the puzzle. In today’s attention economy, a strong online PR strategy ensures brands stay visible, credible, and part of the conversation.
So, how can you actually secure media attention in this content-driven news cycle? Here are a few smart tips we use at Agent99 to guide our online PR strategies and get brands noticed.
Leverage Virality into Traditional Media
What trends on TikTok doesn’t have to stay on TikTok. When something goes viral, it signals what people are paying attention to, which is a valuable opportunity for PR. PR agencies need to keep a close eye on trends and look for smart ways that brands can naturally join the conversation. Whether it’s a pop culture moment or a timely social debate, what matters most is the relevance and timing of the brand’s response.
Often journalists are more likely to cover stories that are already gaining traction on social media. The trick is leveraging that viral moment as a media hook. If you can show how your brand or product aligns with the trend, fits into the lifestyle, or adds value to the conversation, media will be more likely to take notice. PR agencies need to pitch this angle with the trend at the core to help position brands as the perfect fit and ideal solution to what’s trending. This is where online PR strategies truly shine, by turning online buzz into trusted coverage, increased reach, and measurable results that drive business impact.
Jump on Trends Fast, but with Strategic Intent
In today’s fast-moving digital landscape, trends can appear, peak, and disappear in a matter of days. On social media, what’s viral one week can feel outdated the next, so PR agencies need to be actively monitoring, analysing, and prepared to respond almost immediately.
When a viral moment or trend happens online, there’s often only a small window to act. The key is responding quickly and strategically to become part of the conversation before it loses momentum. Online PR strategy is all about being reactive, relevant and ready to jump on trends that are well-aligned to your brand.
That said, speed should never come at the expense of an online PR strategy. The most effective responses are the ones that are both timely and strategically aligned with a brand’s identity and reputation. If a well-thought-out response isn’t possible in time, sometimes it’s smarter not to respond at all. At Agent99, our team monitors social media trends daily to identify where our clients can add genuine value, align with relevant conversations, and achieve meaningful PR outcomes.
Credibility and Consistency Still Count
TikTok moves fast but trust still matters. A viral video backed by a credible source? That’s gold. A trending topic with no facts or context? That’s a risk. In today’s content-heavy environment, anyone can “go viral,” but not everyone can be a trusted voice. The foundation of a successful online PR strategy is balancing timeliness with credibility to ensure a brand’s messaging is consistent and reliable. Jumping on trends without offering a clear point of view can make a brand seem like it’s following the crowd instead of leading the conversation.
At Agent99, a leading agency for digital PR in Sydney, we ensure our clients are part of the conversation through storytelling that’s both timely and trustworthy. Our online PR strategies focus on developing consistent key messaging and values, so when brands contribute to a trend, they do so as a trusted source. We identify when brands should join trends when they have something relevant to say, not just to be seen.
The tone of a social media trend must also align with the online PR strategy. While a brand may have the credibility to contribute to a conversation, it’s just as important to ask whether the tone of the trend—especially on platforms like TikTok—will resonate with its wider audience. This is where consistency across platforms becomes essential. A strong online PR strategy ensures messaging feels cohesive, no matter where it appears, helping build lasting business impact rather than chasing online buzz.
Work With PR Agencies That Get It
Let’s be realistic, this current TikTok-first news cycle is here to stay. For brands that don’t want to get left behind, partnering with PR agencies that understand how digital PR in Sydney works in real time is key. As we’ve discussed, a successful online PR strategy doesn’t just chase trends, it connects them to a brand’s identity and amplifies them in a way that reaches the right audience, on the right platform.
TikTok is changing what’s newsworthy, and smart brands are shifting their PR strategy to match. It’s not just about keeping up with what’s trending, it’s about using those moments to spark meaningful stories, conversations and coverage. This is exactly where the right PR agency makes all the difference.
At Agent99, we’re passionate about connecting digital PR with online culture, and we know how to convert it into results. Our PR agency understands the importance of online trends and how to shape them into stories that resonate with audiences. This is what we call PR that performs, blending creativity with credibility to deliver campaigns that are culturally relevant, media-ready, and designed to cut through the noise.
By Agent Zarah
