How should PR pros react to Reddit’s surge in popularity? PRWeek’s latest podcast takes a look.

Joining the latest episode of Beyond the Noise are Paige Hiley, director of social at Golin; and Jo Bromilow, director of social and influence at MSL.

Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

Speaking to PRWeek UK deputy news editor Evie Barrett, the guests discuss clients taking an interest in social media platform Reddit, and how its community focus requires an entirely different approach to other channels.

Reddit’s changing userbase, and its links to Google and OpenAI, are also discussed within the episode.

Bromilow and Hiley give advice on communicating with Reddit moderators, as well as using the app as a social listening tool.

The episode was recorded prior to the news of Reddit being fined £14m by the Information Commissioner’s Office for failing to properly check the age of its users, as reported on Tuesday (24 February).

Commenting after the announcement, Bromilow said: “Reddit’s response – that it intends to appeal and that it feels like it treads a delicate balance between protecting users’ privacy and policing its platform – is a consistent one with how it has always operated and helps reinforce some of the points we made about the platform self-policing and the moderators existing to protect the userbase.

“There have been lots of headlines recently about various social networks from TikTok to Meta being hit with fines in this regard, so this isn’t a Reddit-specific issue. I anticipate a lot of back and forth along these lines as the online safety act comes into effect, and the reality of enforcing it vs the PR power of talking about it.”

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