More than Memes: Using Social Media as a News Outlet

In today’s digital environment, credible news doesn’t always begin with a newspaper or a major broadcast network. For many, especially younger audiences, it starts on platforms like TikTok, Instagram, and X (formerly Twitter).

With the rise of AI, Substack, and presswire services, public relations professionals and news consumers are rethinking how information flows from source to screen.

According to the Pew Research Center, news consumption is also trending upward when looking at TikTok users. Around half of TikTok users (52%) now say they regularly get news there, up from 43% last year and just 22% in 2020.

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This shift presents both opportunities and challenges. On one hand, information is more accessible than ever. On the other hand, it raises questions about reliability, bias, and how PR professionals should adapt to a landscape driven by algorithms.

Social media is ground for false or misleading information. Unlike traditional media outlets that have editorial standards, many viral posts are user-generated, unverified, and designed to spread quickly, not accurately.

Social media platforms personalize feeds based on user behavior, meaning people are often shown content that reinforces their existing views. This algorithmic reinforcement creates echo chambers, where users rarely encounter differing perspectives. For political news, this can deepen polarization.

The social media economy rewards speed and engagement, not fact-checking. This puts pressure on PR professionals and journalists to respond quickly before all facts are available.

“Social media platforms continue to transform not only how people get their news, but also how they learn from it,” said Newsmatics media analyst Martina Paulenová. “Their endless streams of information keep us in the loop of what is happening globally 24/7, but at the same time prompt people to passively consume information, causing many to perceive themselves as politically knowledgeable while missing key facts.”

Looking for deeper political context? Subscribe to U.S. Politics Today, a Substack powered by Newsmatics — parent company of EIN Presswire — delivering European-informed insights on U.S. politics.

These challenges call for a stronger emphasis on news literacy, transparent sourcing, and responsible digital engagement — particularly in the public relations field, where professionals often serve as a bridge between companies and the public.

Platforms like Substack have emerged as alternatives to traditional media, offering direct-to-reader newsletters from political analysts, reporters, and companies. Substacks like U.S. Politics Today provides political news updates to subscribers seeking an informed perspective.

Substack has reported over 20 million monthly active subscribers and more than 2 million paid subscriptions, reflecting a growing trend for independent reporting and commentary.

The appeal? Substack removes middlemen. Readers get political updates directly from professionals, often with more nuance and fewer editorial filters. For PR professionals, this highlights the importance of building direct relationships with newsletter creators, not just reporters.

Despite the rise of social media and substacks, press releases remain essential tools in the news ecosystem. Services like EIN Presswire play a key role in distributing official announcements, statements, and policy updates to journalists, search engines, and the public.

As social media continues to blur the line between fact and opinion, public relations professionals are more crucial than ever in managing credible messaging. Organizations like Newsmatics, through tools such as U.S. Politics Today and EIN Presswire, demonstrate how curated, credible news can thrive across digital platforms.

In this evolving ecosystem, PR isn’t just about promotion — it’s about helping the public find clarity in a flood of information. Whether through a TikTok or a Substack article, the goal remains the same: delivering accurate messages, to the right audience, at the right time.