Is There Such a Thing as PR Anymore? Or Has It Simply Evolved?

The question of whether public relations still exists has resurfaced recently following comments by Sir Martin Sorrell, who argued that “there’s no such thing as PR anymore.” It is a provocative statement, but an instructive one. At Pepper, our perspective is not that PR has disappeared, but that it has fundamentally transformed. What we once called PR now lives across influencer marketing, UGC-led storytelling, social-first campaigns and experiential brand moments designed for digital amplification.

This is not the death of PR. It is its next iteration.

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From Media Relations to Digital Influence

Traditional PR was built on a relatively linear model. A brand created a story, pitched it to journalists and relied on established media channels like newspapers, magazines, radio and television to reach audiences at scale.

That model still matters. High quality coverage in respected press titles, broadcast TV appearances and trusted editorial platforms continue to carry authority, credibility and cultural weight. They shape public discourse and remain powerful signals of legitimacy.

But they are no longer the whole picture.

Today, attention is fragmented, algorithms decide visibility and audiences place increasing trust in people rather than institutions. Influence now flows through creators, communities and peer to peer recommendation. PR has moved from managing relationships with editors to building relationships with audiences directly.

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PR Has Become Influencer, UGC and Experience

Modern PR is digital by default. It shows up as creators telling authentic stories in their own voice. It shows up as user generated content that feels native to platforms rather than produced for press release headlines. It shows up as experiential brand events designed not just for attendees, but for the content they spark and the conversations they travel through.

This is why the lines between PR, influencer marketing, social and experiential have blurred beyond recognition. They are no longer separate disciplines. They are parts of the same system.

At Pepper, we see PR as:

• Influencer partnerships that build cultural relevance and trust
• UGC strategies that scale credibility through real people and real moments
• Experiential brand events engineered for social reach, earned attention and long tail content
• Digital storytelling that travels across TikTok, Instagram, YouTube and emerging platforms

This is earned media, just not always mediated by a newsroom.

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The Elevated Role of Traditional Media

None of this diminishes the importance of traditional media. In many ways, its role has become more elevated.

Coverage in established press, broadcast features and respected editorial outlets now operates as a credibility layer. It reassures stakeholders, investors and consumers. It anchors brand narratives in authority. It provides validation that digital channels alone cannot always replicate.

The difference is that traditional media is now part of a broader ecosystem rather than the final destination. A single piece of press coverage can fuel influencer talking points, social content, creator collaborations and brand storytelling across platforms.

PR has not vanished from TV or the press. It has been networked.

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What This Means for Brands Today

Brands searching for PR today are often really searching for relevance, reach and trust in a digital world. They want to shape perception, spark conversation and earn attention where audiences actually spend their time.

That requires a new model.

It requires creative ideas that are built for participation. It requires partnerships with creators who understand culture and platforms instinctively. It requires experiences that feel worth sharing. And it requires a strategic understanding of how earned attention moves across channels.

This is the PR that exists now.

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Pepper’s Approach to Modern PR

At Pepper, we operate at the intersection of PR, influencer marketing, UGC and experiential brand events. We design campaigns that earn attention rather than interrupt it. We build narratives that travel organically through digital culture while still respecting the power of traditional media.

Our services reflect how PR has evolved:

• Influencer marketing strategies rooted in credibility, not just reach
• Scalable UGC campaigns that turn audiences into advocates
• Experiential brand events designed for digital amplification
• Integrated PR thinking that connects press, creators and platforms

So, is there such a thing as PR anymore?

Yes. It just looks different.

PR has not disappeared. It has transformed into a digital, creator led, experience driven discipline. And for brands willing to embrace that shift, it has never been more powerful.