Strategic communication is the method by which people in power, at least their public relations teams, control media narratives to spin stories in favor of their employer. This can apply to businesses, celebrities, and politicians alike.There are four components of strategic communication: message shaping, message salience, message credibility, and message framing. How do we see these strategies utilized in the modern day, especially on social media platforms like TikTok?
Shaping is when public relations representatives generate simple messages and themes to show the audience, which the audience then absorbs and recalls when the specific issues are brought up. On TikTok, this can be seen by brands and politicians using hashtags and short campaign slogans to succinctly share their message to the audience.
Message salience refers to the importance of repetition in getting one's message across. Communication channels need to be inundated with the simple messages to ensure they reach the target audience before competing messages. This can be seen on TikTok by politicians using the same soundbites from speeches and interviews, as well as using the same slogan or catchphrase, to establish their "brand" with the target audience.
Political actors and their spin teams establish credibility by using “authoritative settings and recognized sources” to deliver their messages, following the message up with endorsements from notable figures. This has become a hot topic on TikTok in recent weeks, with rumors flying around that the GOP and DNC are discreetly paying famous TikTokers to promote their political parties and encourage young people to vote a certain way this November. When notable figures like celebrities and influencers endorse a candidate or party, it can influence their followers to do the same.
Finally, framing is how message management manipulates journalists and the media. Political actors deliver their message with a specific script, generate good soundbites, and public relations people add the right spin to influence how journalists cover the message, therefore impacting how citizens react to it. To effectively frame candidates in a good light on TikTok can be difficult for PR teams because of how interactive the platform is. If people can tell a scene is staged or even false, they will point it out, losing the candidate some credibility and trust. Public relations professionals must harness the platform's unique dynamics in order to influence how candidates and issues and perceived and discussed, sometimes bypassing journalists entirely.
This analysis captures the essence of strategic communication and its adaptation to modern platforms like TikTok. The four components—shaping, salience, credibility, and framing—are increasingly relevant as brands and political figures compete for attention in a fast-paced digital landscape. TikTok's algorithm-driven nature amplifies message salience and credibility, as repetition and endorsements from influencers can quickly establish narratives among younger audiences. However, framing is particularly challenging on this platform, given its transparency and interactivity, requiring PR teams to craft authentic, engaging, and believable content to maintain credibility and trust. This evolution underscores the necessity for tailored strategies in the ever-changing world of digital media.
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