Is LinkedIn emerging as a real challenger to PR agencies? Think again

When Tinder's global chief executive posted his resignation on LinkedIn, the post reached the world quicker than any traditional press release could. In a matter of hours, the news was picked up by major media houses, not due to a carefully crafted media push but because it was posted directly by the source, in real time, on a platform where his audience was already present, not just to receive but also to respond to this news.

This transformation isn't a trend; it's a sign of changing times. What was once merely a professional networking site is now a real-time newsfeed, a leadership blog and a reputation engine all in one. And for PR folks such as myself, it poses an essential question: Is LinkedIn replacing us?

The short answer is no. But it is transforming us, and that's a positive change.

From gatekeepers to guides

For decades, public relations worked on a gatekeeper model. PR teams wrote and crafted press releases, pitched them to a select group of journalists, and controlled the message to the public.

Today, that model is being rewritten by platforms such as LinkedIn, where founders, CXOs, and even team leaders can directly approach their audiences without a middleman. 

While such an approach seems an empowerment, it also carries with it the responsibility of mindful communication, more than ever before.

The press release isn't dead—but its role has changed

Let's think about the elephant in the room: Is this the demise of the traditional press release? Not exactly.

Press releases continue to have a big role in high-stakes communications, such as funding rounds, regulatory announcements, partnerships, and M&A. But they are no longer the initial or exclusive line of communication. 

Currently, we typically employ a dual-track strategy in which a founder first shares a personal comment or announcement on LinkedIn, and this is followed by a formal press release that provides more details and media access.

Instead of resisting this, PR agencies need to accept the reality. We can plan a story on LinkedIn and then use traditional media to take it mainstream.

Is LinkedIn the real game-changer?

With the power vested in social media, one is driven to think that LinkedIn has the power to change the dynamics of communication. The reality is, however, far from this.

Let's be very honest: not every post on LinkedIn garners high engagement. The best of content writers, too, might not receive thousands of interactions on their posts. Not every valuable story is favoured by the LinkedIn algorithm. So, how is LinkedIn turning the tables?

The answer is, it's not. Not just LinkedIn, but any social networking site today works on what has been built already – name, fame or reputation. Yes, LinkedIn did help Tinder’s CEO get quick attention on his resignation, but that is because his team had already dedicated years of hard work building the PR value he has today. 

So, LinkedIn isn't creating stories to take someone from ‘none’ to ‘known’; it is just a tool to enhance the presence of those who are already known to the world.

LinkedIn is a stage—but you still need a script

One of the most prevalent myths is that because executives are now able to "speak directly", they no longer have to work with communication professionals. But the fact is that liberty demands even greater restraint.

Just because you're able to post doesn't mean you have to post impulsively. The stakes are higher than ever; your customers, partners, employees, and investors are all paying attention. A quote taken out of context can escalate into a full-blown crisis of reputation.

This is why the job of a PR professional is changing: we're no longer merely managing media relations; we're managing public presence.

The rise of the founder as a brand

Today, audiences, particularly younger ones, identify more with individuals than organisations. This is where the personal brand of a CEO or founder can have a bigger impact than the company brand as a whole. For PR agencies, this is both a wonderful opportunity and a responsibility.

Rather than producing solely company-focused stories, PR agencies now build a narrative for leaders themselves.

This involves thought leadership, musings on industry trends, peeks into company culture, and even momentary vulnerability when there is uncertainty. Constructed well, such communication creates trust, relatability, and influence—everything a brand requires in today's market.

So is LinkedIn a competitor to PR agencies?

It's a competitor to traditional PR thinking, sure. But to new, progressive agencies, it's one of the greatest tools in their arsenal.

We don't exist anymore in a society where stories only exist in newspapers or on news sites. Stories exist in the here and now on LinkedIn posts, podcast interviews, Instagram Reels, and even comment sections. PR agencies that know how to navigate that reality will not just survive but thrive.

The PR profession has always been about storytelling, strategy, and shaping perceptions. Nothing has changed there. The evolution lies in the distribution of stories and the speed at which they gain traction.

As PR professionals today, our job is to enable leaders to communicate, sensitively and with substance, across platforms, formats and media. At PRandit, we have revised our communication strategies to craft a compelling LinkedIn presence while securing traditional media coverage. 

We help founders develop and express their unique voices and guide CXOs through online communication challenges. We understand that while the modern world celebrates instantaneity, authenticity remains the real foundation of meaningful connections.

So don’t ask whether LinkedIn will replace PR; ask how your PR strategy will evolve to thrive alongside it.

(Our guest author, Shalu Jha, is the Chief Operating Officer and Co-founder at PRandit, a PR agency that specialises in strategic media outreach.)