Beyond The Press Release: Re-Imagining Public Relations In The Era Of Short-Video Communication

Abstract

This study examines how short-form video content is transforming public relations practices in the digital era. As platforms like TikTok, Instagram Reels, and YouTube Shorts reshape communication landscapes, traditional PR methods such as press releases and media relations become less effective. This research investigates how PR professionals are adapting to this change, comparing the effectiveness of short-video content with conventional PR tools, analysing how storytelling technologies influence professional practices, and considering the ethical issues associated with algorithm-driven communication strategies. Using a mixed-methods approach, including interviews with 5-10 PR practitioners and content analysis of short-video campaigns across various platforms, the study aims to develop evidence-based frameworks for successful PR in the short-video age. Grounded in Media Richness Theory and supported by Convergence Culture Theory, this research addresses key gaps in existing literature by examining short-video communication from a broad PR perspective rather than solely from a marketing standpoint. The significance of this research spans theoretical development, professional practice, curriculum design, and organisational strategy. Expected outcomes include a deeper understanding of PR effectiveness in digital environments, the creation of best practices for platform-specific storytelling, ethical guidelines for AI-driven tools, and practical insights to bridge theory and practice in contemporary public relations education and professional development.