Even if your pitch doesn’t fit, they can help guide you to the right person.
The growing influence of social media leads reflects a greater shift in how journalism and branded media intersect with audience culture.
“We’re the ones with a direct line to the audience,” said Sami Lambert, director of social media at The Clios. “We know what’s resonating, what’s trending and what’s getting people talking and that means we’ve become a bigger part of the editorial conversation.”
The people running these channels now hold real sway over what audiences discuss and share online, making them significant players in how PR pros can connect their message to a broader audience.
As an example, Vogue recently promoted former social editor Chloe Malle to head of editorial content, which is proof that social-first thinking is now shaping storytelling from the top down, Lambert said.
“It shows the power of what social can do,” Lambert said. “Social people are basically the creators of the brand. They’re the ones representing it in real time.”
This shift means rethinking who to pitch, how to build relationships and what kind of stories will stick.
Lambert started her career running social pages as an intern for VH1 before moving into editorial-focused roles at Adweek and now The Clios. She has seen the social media evolution firsthand. What began as a role centered on “getting clicks” has turned into something much more integrated, she said.
“At Adweek, we were fully part of the newsroom,” she said. “We’d give weekly updates on what was trending in culture and online, and that would help the editorial team figure out what to cover. Eventually, they were relying on us for everything from story ideas to cover suggestions to who should speak at events.”
The newsroom has changed but so has influence
That perspective has also blurred traditional boundaries between journalists, marketers and creators, she said.
While working at Adweek, Lambert and her team began producing short-form interviews and video content. This made her realize they were really doing journalism.
“I didn’t think of it that way at first,” she said. “But we were out there interviewing talent and industry leaders, creating our own sets of questions and presenting stories to audiences in new formats. It all overlapped. Print stories would inspire videos, and videos would turn into written pieces.”
What this means for PR and comms pros
For people in PR, this evolving storytelling format means there are more entry points and more nuance in how to approach a pitch.
Social teams often act as connectors within organizations, guiding pitches to the right departments or suggesting creative angles that fit social strategy.
“People would pitch me and I’d think, ‘You know I’m not a writer, right?’” she said. “But then I realized we’re a good entryway because we work across every team like editorial, events, sales and product. If you build a good relationship with the social team, we can probably help you get to the right person.”
Lambert often received event invitations or story ideas that didn’t make sense for her brand’s feed, but she still valued the connection.
“Sometimes it wasn’t about coverage at all,” she said. “It was about meeting people, understanding what they do and keeping that relationship warm for the future. That’s often where the best collaborations come from.”
For brands looking at innovative ways to reach an audience, Lambert says it’s critical that they don’t overlook the social team.
“They have more influence and insights than you think,” Lambert said. “Treat them like you would a creator or journalist because they’re kind of both.”
Know your end goal
When calling on a social editor, communicators need to be specific in their outreach, she said.
“The hardest thing for me was when I’d get a pitch and have no idea what the end goal was,” she said. “Are you hoping for a social post? An event collaboration? A written story? Be upfront about what you’re looking for.”
She also recommends playing the long game.
“Social people are busy. We have a million things going on,” Lambert said. “So don’t bombard us with a bunch of unrelated pitches. Focus on building a relationship. That way, when something relevant comes up, you’re top of mind.”
Focus on connecting genuinely through coffee chats, event invites or brief exchanges, she said.
While her current role at The Clios is less about traditional editorial work and more about events and marketing, Lambert said the same principles apply.
Whether she’s helping promote international award shows or creating digital content for younger audiences, her social-first perspective remains central to her overall goals.
“I still see my role as helping people discover great stories, whether that’s a creative campaign or a global winner,” she said. “And I think that’s what’s happening across the industry. Social isn’t just the end of the funnel anymore. It’s part of the story from the beginning.”
The newsroom is evolving, and the lines between content, culture and communication are increasingly blurred, she said.
Understanding who holds influence inside a media brand and how those teams collaborate can make the difference between a pitch that lands and one that’s lost in the feed.
Ensure your pitch fits the social strategy and audience expectations; they can’t post everything, even if the story is interesting.
“We’re not just posting anymore,” Lambert said. “We’re helping shape what gets covered, what audiences care about, and what gets seen. If you want your story to resonate, you need to be talking to the people who live online all day because they already know what the audience wants.”
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
The post How social media editors are rewriting the rules for PR outreach appeared first on PR Daily.
