Don’t underestimate TikTok

Written By Kaley Block

TikTok is a viral and popular social media platform that allows users to make, edit, and share videos, one that has been underestimated by many traditionalists.

Image of the TikTok app logo.

Public relations is an ever changing profession. While the core of the profession says the same, the tools used constantly evolve. Public Relations Society of America states, “At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization.”

There are individuals who look at TikTok as a platform known for having younger users and don’t understand its potential as a tool for building stronger relationships with target audiences. The platform allows users to live stream, react to one another’s videos, and create videos in response to comments.

As a job field that is heavily reliant on building mutually beneficial relationships with the public, social media has become a key part of the public relations field in the past years. There is skepticism from some about TikTok as a verified media source, however, it’s a platform used by many young people making it a key marketing tool. Trending sounds and an efficient algorithm make it easy to create viral content on the platform. There is even a TikTok page specifically meant to instruct businesses on how to utilize the platform.

Those who criticize TikTok fall into a category of people who have often been doubtful of new media and new technology as it arises. However, those who understand how to use the platform as a tool will find it quite beneficial.

Kaley Block

Kaley Block is currently a fourth-year at California State University, Northridge double majoring in Asian American Studies and Journalism with an emphasis in Public Relations. Adopted at 10 months old, she lived in New York her whole life before moving to Northridge for school at 20 years old.

She loves writing and has always been described as talkative. Now she's excited to have a job that puts her natural propensity for communication to work in media relations, PR campaign planning and social media strategy. She approaches leadership with a compassionate and patient mindset and likes to bring a witty sense of humor into the workplace. She has been leaning more towards her creative side in recent years, both professionally and personally. On the weekends she can be found spending time with her family, friends and pit bull - terrier mix, Winter.

She looks forward to staying in Los Angeles post-graduation, and continuing her work in public relations work.

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