Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.
TikTok creators who commentate and offer insight on the public relations strategies of major brands and public figures are growing in popularity.
Armed with more knowledge, consumers have become savvier and more sceptical of standard PR "spin."
Brands today should focus on being transparent, rather than employing denial strategies that are no longer effective
