Real Talk Works: Why PR is Finally Getting Personal
Something powerful is happening in public relations: a shift back to realness.
Audiences today - especially Gen Z and Millennials - are demanding more than just glossy marketing strategies or glitzy, curated social content. They crave genuine connection, authentic voices, and stories that feel both relatable and human. For brands, this has sparked a strategic pivot.
In 2025, some of the most successful public relations campaigns are not the loudest - they’re the most honest. They are often delivered not by celebrities or corporate leaders, but by micro-influencers with loyal, niche followings.
There’s a growing cynicism around traditional brand messaging. Overproduced ads and algorithmic content can feel sterile, manipulative, or detached. Meanwhile, people’s social feeds are increasingly filled with creators sharing everyday moments, real opinions, and unfiltered perspectives.
As trust in the media, and even celebrities declines, peer influence is on the rise. Nielsen’s reports consistently show that people trust recommendations from individuals - especially people they perceive as relatable - far more than from companies. This dynamic has created fertile ground for micro-influencers and honest storytelling to thrive.
Micro-influencers typically have between 5,000 and 100,000 followers. What they may lack in traditional reach, they make up for in engagement, trust, and community loyalty.
For PR pro’s, micro-influencers are an absolute goldmine:
Niche authority: Whether it's sustainable fashion, plant-based nutrition, indie tech, or mental health, micro-influencers often specialise in one area. Their followers see them as credible, not just popular.
Authenticity by default: Unlike mega-influencers, micro-influencers are less likely to post overly staged, or ‘curated’ content. Their feeds reflect real life, and that’s what resonates. Relatability.
Two-way engagement: They respond to comments, hold real conversations, and show up consistently - not just when there is a sponsored post or paid promotion.
In Public Relations terms, these creators act more like community advocates than brand billboards. When they tell a story about how your product or service fits into their life, it feels organic. It is this authenticity that translates into action.
Let’s be honest, no one is emotionally moved by a bullet-pointed feature list. People connect with stories - especially ones that reflect real-life challenges, transformation, and human emotion.
PR teams are now shifting their focus from shouting messages at audiences to inviting them into a story. When micro-influencers are the narrators of those stories, the impact multiplies.
Examples of authentic storytelling in action:
Founder-led narratives: Sharing the why behind a brand - from the struggles of launching a startup to the mission of solving a social problem.
User-generated storytelling: Curating real experiences from customers who have benefited from a product or service, and amplifying their voice instead of the brand’s.
Micro-influencer campaigns that reflect lived reality: Rather than sending a script, brands co-create campaigns with influencers based on their tone, values, and audience preferences.
In all of these cases, the storytelling is not about control, or even perception, it’s about connection.
Brands and agencies like ourselves now have the task of harnessing this PR approach in a meaningful way - so, how?
Start with purpose, not product
Before drafting any content or outreach strategy, get clear on your why. What does your brand stand for? How does it improve lives, communities, or conversations?
Identify micro-influencers with aligned values
Look beyond follower count. Focus on alignment, on synergy - shared values, target audience overlap, and content style. Tools like Upfluence, Heepsy, or even direct social research can help here.
Build relationships, not transactions
The best micro-influencer partnerships are rooted in trust and mutual respect. Offer long-term collaboration, creative freedom, and fair compensation.
Co-create, don’t dictate
Authenticity dies when influencers are forced to read a script. Provide clear messaging goals but invite them to share their story in their voice. Give them room to be human.
Amplify and iterate
Once a strong piece of storytelling is live - whether a post, a video, or a podcast - amplify it. Feature it on your channels, include it in media pitches, or build a PR campaign around it. Learn what resonates and build from there.
Trust is not just a brand value - it’s a brand currency. Trust is earned through honesty, vulnerability, and real relationships. That’s why storytelling and micro-influencers are not passing trends. They are a part of a long-term evolution toward more human-centred public relations.
If you’re in PR, now is the time to shift your mindset from "promotion" to "participation." Stop thinking like a broadcaster. Start thinking like a community builder. Find the people who already believe in what you are doing - and empower them to tell your story better than you ever could.
The future of PR isn’t polished - it’s personal.