From Social Posts to Strategy Social Media Editors Are Changing the PR Game

The rise of social media editors is transforming how public relations connects with audiences. Their influence shows how journalism and branded content now blend more closely with online 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 trending and what sparks conversation.That insight gives social teams real power. They decide what gets shared, discussed, and remembered. As a result, they’ve become key voices in shaping editorial direction.

This shift has elevated social media roles within major outlets. For example, Vogue recently promoted former social editor Chloe Malle to head of editorial content. It shows the power of what society can do, Lambert added. Social people are the brand’s creators. They represent it in real time.
This evolution also changes how PR pros should pitch stories. It’s no longer just about sending the right press release, it’s about finding the right partner who understands digital culture.
Lambert, who began her career running social pages for VH1, has watched this transformation unfold. Early social roles focused mainly on getting clicks. Now, social teams influence storytelling, strategy, and brand reputation.
Therefore, understanding how social media editors think can make PR outreach more relevant, authentic, and successful.