When I wanted to become a public relations professional, I didn't think I would be studying trending sounds and videos for hours, but here I am.
As a senior in college, I have learned a variety of PR topics that have "prepared" me for a professional job. However, when I stepped foot in my internships, I was not ready for what was coming my way.
As a PR student managing a brand's TikTok, I've learned that staying on top of trends, tone and timing is just as important as anything taught in class.
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How I got started
While attending the University of Tennessee, I was given the opportunity to run multiple organizations' social media platforms. As I started applying for internships, everyone was looking for a social media intern; it's the job that everyone delegates to Gen Z.
From there, I was able to secure a job in marketing, which meant I would be handling social media while also taking on a few other tasks.
This company had a brand image of professionalism that consisted only of static graphics and needed to start incorporating engaging short-form video content to reach a larger audience, which is where I come in.
Day-to-Day Reality
My weekly routine consisted of:
Trend research
Content brainstorming
Filming/editing
Approvals
Scheduling and posting
Each step would take a few hours to complete, ensuring I helped the company reach its full potential. While considering content and branding, I needed to understand TikTok's algorithm and what makes a video gain views. This meant hours of research on timing, trends, and the brand's tone.
Even after my research, sometimes videos that you spend hours making ultimately fail in the algorithm. You need to pick yourself up, make any necessary adjustments, and try again. The more TikTok sees you posting and following trends, the more the platform will share your videos with others.
What has surprised me?
I didn't realize how quickly trends come and go. Once a trend is introduced, you have about 2-3 days to utilize it, and after that time frame has passed, it becomes irrelevant.
When posting, you also need to find a balance between the brand's voice and TikTok's voice. You want your brand to come across as "cool" and "trendy" to increase engagement, but you also need to ensure that you are posting videos that still incorporate your brand's voice to attract the right audience.
Finding this balance was not immediate. It took time to fully understand and grasp how TikTok functioned and what the company wanted out of it.
How does managing a TikTok account lead back to PR?
Here's what you will learn about PR from managing social media:
How to build relationships with your audience
Brand reputation and tone
Real-time communication
Authentic storytelling
I have learned all of these things about PR in the classroom, but I never understood how they connected to social media management until now.
As a student, I have learned the importance of storytelling and how that makes us PR professionals. We must always be able to craft a media pitch or press release that is appealing to viewers while maintaining a brand's reputation and tone. These things are as important for writing and communicating as they are for running a social media account like TikTok.
Guidance for Aspiring PR Professionals
My last tidbit of advice for other PR students and professionals:
Be a user first: Know the app like a native.
Keep a file of trends and formats.
Don't be afraid to pitch ideas to your team.
Learn to articulate TikTok's value in PR language to older colleagues.
Track results—even basic engagement data helps build your case.
Managing TikTok taught me that PR isn't just about press releases—it's about building a brand voice that people want to hear and see.
 | A guest post by
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