Our recent Buzz to Business PR and Digital Workshop explored how businesses can turbo charge their communications strategy to deliver tangible benefits which drive growth.

We welcomed nearly two dozen organisations to our office in Ipswich for the lunchtime session and it was a lively and engaging discussion. Here are five key insights from our conversations:

1) Businesses shouldn’t overlook TikTok

When it comes to the ever-evolving digital landscape, TikTok continues to stand out as one of the most dynamic and influential platforms. Social media often provides the first impression of your business and TikTok offers a unique opportunity to connect with audiences through authentic, creative, and relatable content.

Unlike traditional marketing, TikTok thrives on authenticity as it produces short-form video content that encourages brands to showcase their personality. The platform’s powerful algorithm helps tailor users’ feeds to their interests based on what they like, share and post, allowing brands to precisely reach their audiences most likely to engage.

As we explored in our Buzz to Business session, TikTok is no longer just for Gen Z. Its user base now spans a wide range of demographics, making it a valuable tool for businesses to grow brand awareness and engagement. With its built-in analytic tools to track performance and refine strategy, TikTok is not just a trend. It is a growing business asset that helps convert buzz into measurable results.

One final tip… the key to a successful TikTok video is engaging the audience in the first three seconds.

2) A strong press release is only half the story

In an age of fast-moving news cycles and constant competition, a well-written press release is just the starting point. Even the most compelling story will not gain traction unless it reaches the right journalist, at the right moment, with the right hook.

As we discussed in our workshop, a successful story goes beyond tidy copy. It needs a clear, relevant angle and perfect timing to cut through the flood of emails in journalists’ inboxes. Leading with strong information and keeping it concise helps capture interest quickly.

Top Tip: Do not underestimate visuals – pairing your release with high quality images or videos can make all the difference in securing coverage and helping your story stand out online.

3) Strategic comms can drive business growth

Strategic communications is about delivering measurable impact. When businesses align their PR and digital activity with their broader objectives, communications become a key driver of growth rather than a supporting function.

A joined-up approach across PR, social media and digital marketing ensures consistent messaging and maximises reach. When every channel tells the same story, businesses can build stronger, more recognisable brands.

As we went through at our workshop, using analytics and audience insights helps identify what resonates, refine messaging, and continuously improve performance. Strategic communications also builds long-term reputation and trust which act as the foundations for business growth.

4) Maximise an event’s digital impact

At our workshop, we discussed that an event is about far more than simply being in the room, its success depends on what happens before, during and after. Social media plays a vital role in building anticipation ahead of time, engaging attendees in real time and extending the conversation long after it is over.

Promoting your event through targeted posts, live updates and behind-the-scenes content helps boost visibility and attract attendees. Sharing key insights, video highlights and post-event reflections across channels ensures your message continues to reach new audiences and reinforces your business expertise.

By integrating PR and digital strategy, businesses can turn one-off events into long term engagement opportunities, which maximises reach, strengthens connections and amplifies your brand presence online.

5) Understand your audience and the platforms they use

In the digital part of our session, we explored how every effective communication strategy starts with a clear understanding of your target audience, including their interests, habits and what drives them to engage. Choosing the right platform is key, as different demographics gravitate towards different channels. For example, TikTok is ideal for creative storytelling, while LinkedIn is better suited to thought leadership and business-to-business engagement.

Once you know where your audience spends their time, the next step is to tailor your message. This means adapting the tone, content style and format to suit each platform. What works in a press release might not resonate in the same way on Instagram or X.

Ultimately, success is not about being everywhere. It’s about where your audience is, with content that feels relevant and valuable to them. Understanding your audience ensures your PR and digital activity genuinely supports your wider business goals, whether that is increasing awareness, driving sales, or creating meaningful community impact.

At our PR and Digital Workshop, we explored how the digital and PR landscape is evolving fast, but the fundamentals remain the same: know your audiences, tell a strong story, and deliver it through the right channels.

At PLMR Genesis, we help businesses of all sizes turn online buzz into real-world results through insight-led, integrated communication strategies that drive growth and impact.

To find out how we can support your organisation, get in touch with us today.