Down the Reddit Hole: Five Things PR Professionals Should Know about Reddit 

Among both PR professionals and clients, Reddit is often seen as a breeding ground for crises rather than an invaluable tool. However, while it may seem inscrutable to the uninitiated, Reddit — like any other social media platform — can be leveraged to your advantage. Not convinced? Here are our answers to five of the most asked questions about how to best use it in the world of PR. 

1. What is Reddit and How is it Different from Other Social Media Platforms? 

Reddit is a platform that consists of forums, or subreddits, dedicated to a shared interest. A foodie, for example, may join r/Cooking to discuss recipes, personal stories and news in the cooking world. 

You may have heard Reddit referred to as “the front page of the internet.” It’s a fitting title — with a subreddit for every interest, it’s rare to put a query into Google that won’t return a Reddit post on the first page. To that point, Reddit recently signed a deal with Google allowing Google to train its AI models on Reddit content, so the AI overview seen at the very top of Google results is often pulling from a decade worth of Reddit content. 

Because Reddit is structured around niche, highly engaged communities, the content, rather than the creator, is the focus. Many Redditors use the platform anonymously, and Reddit influencers are rare. 

Further, Reddit’s character limit is 40,000, high enough to encourage in-depth conversation and commentary. Unlike Instagram or TikTok, photos and videos are welcome, but not vital to the virality of a given post.  

2. Why Should PR Professionals Care about Reddit? 

Any good PR professional should be where their client’s target audience is — and chances are, your client’s target audience is on Reddit.  

Much like any newsletter subscription or niche podcast, Reddit can be an important resource for monitoring actionable trends. Subreddits relevant to clients are great for brand listening, and the honest feedback gleaned from Reddit conversations can fill gaps in research and sharpen strategy. A recent example of this lies in Justin Baldoni’s PR team’s use of Reddit to take the temperature of public sentiment during the It Ends with Us media storm. According to the New York Times, one of Baldoni's digital strategists claimed that “We are crushing it on Reddit,” inspiring alarmed reactions from Redditors. 

PR professionals working for consumer/tech brands also have much to gain from building a Reddit presence. Reddit is a top resource for purchasing advice, as its forum structure creates a word-of-mouth effect that can feel more trustworthy than websites filled with affiliate links. Being active in relevant communities (without resorting to self-promotion) can keep your brand in conversation when your audience arrives looking for advice. Check out this guide from Reddit for brands using the platform. 

As well as posting in forums of interest, consider holding an Ask Me Anything (AMA). Reddit can be fertile ground for thought leadership and candid community engagement — if Bill Gates’ multiple viral AMAs are any indication. 

Furthermore, as Reddit cashes in by allowing AI companies access to their content, posts made on Reddit will continue to inform the output of rapidly evolving models like ChatGPT and Gemini. Reddit has even launched its own AI feature, Reddit Answers, that sources its responses from Reddit alone.  

These are avenues for discoverability that shouldn’t be overlooked. As the landscape of AI continues to shift, Reddit is just one more basket in which to place your eggs.  

3. Which Subreddits Should PR Professionals Explore? 

To find subreddits related to your clients, try searching for keywords related to their industry. You can also consult r/FindaReddit for a detailed directory to get you started. 

PR professionals looking to explore their craft with industry peers may enjoy subreddits such as r/PublicRelations, r/Marketing, r/Copywriting and r/SocialMedia.  

4. Can Reddit Be Used for Crisis Management? 

Reddit can be used to address concerns directly and facilitate open dialogue with stakeholders. For example, to communicate updates regarding the Biden-Harris administration’s response to Hurricane Milton and Helene, The White House launched a Reddit account that provided relief updates, pushed back on misinformation and shared photographs of the former president on the ground. By posting on state-specific subreddits, as well as more general communities like r/Pics and r/News, they were able to meet people where they were.  

Clients in crisis can do the same, monitoring sentiment in subreddits of interest and, if appropriate, engaging thoughtfully with stakeholders. 

5. Are There Risks to Using Reddit in PR, and How Can They Be Avoided? 

Every social media platform has a unique potential for backlash, and given the insularity of some Reddit communities, negative sentiment can be amplified quickly. However, conducting thorough research beforehand and being proactive in monitoring discussions can prevent you from stoking any latent fires. 

On that note, some advice: overt promotion is a guaranteed way to lose any and all goodwill on Reddit. Engage authentically and maintain transparency to mitigate the risk of adverse reactions. 

Ready to Reddit? 

Take this as your sign to start viewing Reddit as an avenue for public relations. Whether you’re lurking or launching a campaign, becoming a Redditor can make your work as a PR professional more dynamic and comprehensive!