Why Your Brand Should Be Posting on Threads

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Chances are, you’ve probably heard of Threads by now.

Otherwise known as Meta’s version of X (formerly Twitter), the platform has been on the scene for over two years now, having officially launched on July 5, 2023. And although there was plenty of initial hype around their launch being the take down of X (I remember those first few hours vividly), much of the fanfare died down on the app after a few weeks.  At that point, many brands that created accounts during the initial sprint either went dormant on the platform or began reposting content from Threads’ sister app, Instagram. 

However, that didn’t stop Meta from updating and improving the platform, and it continued to grow its user count over the next year and a half. 

Today, Threads boasts one of the fastest-growing monthly active user bases globally, and it’s still growing – and steadily catching up to X. With high engagement numbers and more features being added constantly, it begs the question. Is it time for your brand, or you personally, to engage or re-engage with Threads? 

My answer is yes. 

This blog will give you the benefits of your brand jumping onto Threads and how you can get started today. 

So … Why Threads?

I may have sparked your interest in Threads, but you also may still be wondering, “Why should my brand be posting on Threads?”

That’s a valid question – one I was asking myself and my team at Red Roof last year. After digging into the data more, it’s clear that Threads is a platform your brand should be creating content for and posting on regularly. This is especially true if you want to connect with a younger age demographic — including the coveted Gen Z. 

How to Sell This to Your Boss

Benefit #1: Audience

According to a University of Minnesota report, Millennials (25–34) and Gen Z (18–24) make up the platform’s largest user segments – a strong indicator for brands targeting younger consumers. If your brand is specifically targeting one or both of those age demographics, it may be worth growing your presence on the platform. 

Benefit #2: Accessibilty

There are several additional benefits for brands to join Threads. For one, your Threads account is directly tied to your Instagram account, which makes establishing your account simple. Simply login to the Threads platform with the same login credentials you use for Instagram, acknowledge a few prompts, and bam – your account is created. As a sweet bonus, all of your Instagram followers are automatically invited to follow your newly created account on Threads!

Benefit #3: Authenticity

Threads also stands out from other social media channels that your brand may be on, such as Facebook and TikTok. The most notable difference is that Threads is more text-focused. Considering that the platform was designed similarly to X, it offers many of the same features as its counterpart, including real-time monitoring of conversations and brand mentions. However, unlike X, Threads offers a more curated and moderated experience, reducing the risk of harmful or inflammatory content appearing alongside brand messaging. 

Benefit #4: Adoption

Threads is also showing a rapid rise in brand adoption. According to MarTec, 64% of today’s major companies have joined and are actively posting on the platform. It’s also worth noting that Threads is seeing strong adoption among influencers and creators, with many partnering with brands on the platform. 

Pair these benefits with the rapid rate of user growth on the platform, and you have a good case to present to your manager, VP, or CMO on adopting Threads into your social media mix.

Alright, I’m In. Now What?

Now that you’ve been convinced to create a Threads account, you may be wondering how to get started and grow your account. The answer is pretty simple — like you would with any of your other social media channels. 

Yes, there are differences between Threads and other platforms like TikTok or Instagram. However, the formula for follower growth and engagement is pretty much the same regardless of the platform that you’re on. That formula is to observe how your target audience is using and engaging with the platform, and then lean into those conversations in a way that’s organic and relatable to your brand.

Lean Into the Conversation

Threads is a very conversational platform, with a casual tone. More often than not, you will see very short and sometimes off-the-cuff posts and replies from brands on the platform. This can actually be a welcome change from the type of content and posts you create for your other channels. For the company that I work for, which operates hotels, we lean into the casual and funny topics of events and scenarios that someone may encounter on a cross-country road trip in order to connect with our audience.

Since officially relaunching our account in the summer of 2025, we’ve grown to over 2,000 followers organically. This is not to brag, but rather it’s a sign that your brand can grow on the platform too!

You’ve Got This!

As we continue into the year, I hope you will take the time to review which platforms you can jump on to grow your brand and connect with your audience even further. While it may seem daunting to take that leap, I promise you can do it with a little preparation and research. If you get stuck along the way and need help, that’s where organizations such as the Public Relations Society of America (PRSA) and The New Professionals Section come in to help! We have a library of free webinars to sharpen your skills, along with a membership directory that members like you can use to connect with someone for guidance.

I will also add that I’m here for any questions you may have about what I wrote in this blog. Please reach out at jonathanhm10@gmail.com.

About the Author 

Jonathan Mayes is the Chair for PRSA’s New Professionals Section. He graduated from The Ohio State University in 2022 with a Bachelor of Arts in Strategic Communications and a minor in Hospitality Management. He’s currently the Social Media Coordinator at Red Roof Hotels, which is based in Columbus, OH.

From PR Student to PR Professional: Making the Leap with Some Help from PRSA

Kristin Durand Leave a comment

As a member of PRSSA, you have access to PRSA resources that can help you find an internship, follow industry trends and network with professionals near and far. Are you making the most of your membership? 

By Nigel Becker

I joined PRSSA during my third year of college at The Ohio State University. It’s one of the best decisions I ever made, but looking back, I feel a bit of regret, too, because I recognize that PRSA offered many resources that I never took advantage of. 

As a member of PRSSA, you gain access to the majority of the benefits of PRSA membership — but I didn’t realize that back then! If I had, I would have made better use of PRSA’s wealth of resources, like free-to-students webinars, internship postings and industry trend news.

Looking back as a New Pro, here are five great ways to use your membership in PRSSA or PRSA to advance your career while you’re still a student:

  1. Find an Internship or Job

The PRSA JobCenter offers a database of PR/communications jobs at all levels, from intern to VP, as well as comms-tailored resources like interview tips, making it a great job search tool for recent grads and for your future professional self alike. 

  1. Stay Up to Date on Industry Trends

Are hashtags in or out? Does anyone use Threads? What are journalists saying about AI-produced pitches? The world of comms is constantly changing, and employers are looking for plugged-in grads who can help them navigate that shifting landscape. 

PRSA’s menu of resources can help you keep track of the latest updates and bring fresh insights to class discussions, job interviews, staff meetings and client calls. Daily Issues & Trends emails round up the day’s big headlines and research, while Strategies & Tactics, a monthly newspaper, provides in-depth thinking and a glimpse at what industry thought leaders are saying. 

  1. Grow Your Skillset

Are you looking to learn more about AI and ghostwriting? How about podcasts, public affairs, web accessibility, (one day) launching your own agency or crisis communications? No matter what aspect of comms you want to learn about, PRSA probably has a guide, webinar or certificate for that. 

You can access many of these resources — like an “AI Prompting 101” guide — for free as a PRSA member, and other PRSA programming is heavily discounted for members.

  1. Connect with PR Professionals Around the Country… 

Through PRSA New Professionals social events, you can meet other new professionals, discuss pop culture trends and build connections around the country. Other PRSA events like ICON, also discounted for members, allow you to meet other pros while growing your skillset, too.

If you want to connect with mentors and more experienced professionals, PRSA offers resources for that, too. Through PRSA’s Mentor Connect program, you can learn from people who were in your shoes a few years or decades ago.

Plus, once you’re a member of the New Professionals section, you can sign up for the New Professionals’ own forthcoming mentorship program.

  1. …and in Your Community

PRSA isn’t just a national organization; it also includes more than 100 local chapters around the U.S., each of which may offer its own local events, conferences, happy hours and awards ceremonies. Local involvement can be a great way to learn about career opportunities and meet other members of your community. 

What Now?

If You’re Graduating Soon…

Make a plan to transition your PRSSA membership to PRSA. As a student member, you’ll qualify for a special rate for your first year of PRSA membership — just $67, with your first year in the New Professionals section included for free. Learn more here.

If You’re Graduating in a Year or More…

It’s not too early to take advantage of the many perks of PRSA membership! As a paying PRSSA member, you have access to almost all of the resources PRSA has to offer, and you may even qualify for a special student rate for certain workshops and conferences. 

All New Professionals programming is also free to PRSSA members. If you follow us on Instagram and connect with our leadership team on LinkedIn, you’ll stay up to date on upcoming webinars and other events to help you stay on top of industry trends and build your network. 

One More Note: Don’t hesitate to reach out to leaders from PRSSA and PRSA! They can help steer you to resources that are the best fit for you, and they’rew a great connection to have as you continue your professional journey.

About the author

Nigel Becker is an account associate at Slide Nine, a communications, public relations and digital marketing agency based in Columbus, Ohio.

In 2024, he graduated from The Ohio State University, where he served as Secretary of his PRSSA chapter and Account Lead at The PRactice, OSU’s student-run PR firm. Since 2025, he has served as the Social Media Co-Chair of PRSA New Professionals, overseeing the section’s Instagram and Facebook.

10 Questions to Make the Most of a Relationship with Your Mentor

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A successful mentor-mentee relationship begins with asking meaningful questions. These key questions help you gain a deeper understanding, guide your growth and foster a stronger relationship with your mentor.

By Jesse Burke

The first few weeks of the year can be the perfect time to reflect on the previous twelve months by evaluating goals, celebrating successes and acknowledging the obstacles that led you to grow. Much like the gifts we exchange around the holidays, this time can bring a sense of wrapping things up – and, of course, excitement for what’s to come! 

One of my favorite traditions around this time is choosing a New Year’s resolution. Each year, I try to set personal and professional goals that align with where I am and where I want to be. In 2025, I aimed to keep myself moving forward by setting a personal goal of walking 10,000 steps daily and a professional goal of joining a professional organization, which led me to my current role as Co-Mentorship Chair of PRSA New Professionals. This year I’m aiming for 11,000 daily steps and officially launching our New Pros Mentorship program. 

If you’re a new pro still looking for a New Year’s resolution, a meaningful option to consider could be finding a mentor for yourself. Building a relationship with a mentor can be a great way to navigate not only the start of the year but also the early stages of your career. It’s a resolution that can turn simple meetings into a powerful tool for your professional growth. 

Ten Questions to Get You Started

To help you kick off a new year and a new mentor-mentee relationship with confidence, consider these ten thoughtful questions to get to know your mentor:

1. Can you tell me about your career journey? 

2. What advice would you give to yourself when you were just starting?

3. What skills or certifications would you prioritize if you were new in your career today?

4. How can I make the most significant impact as a new pro in my role?

5. How do you establish a healthy work-life balance? 

6. What inspires you outside of work?

7. How do you stay on top of PR, MarComms and industry trends?

8. What are some common obstacles I should prepare for in my career path?

9. What are you most proud of in your career so far?

10. What additional information can I share to make our relationship successful?

These questions serve as a good starting point for getting to know your mentor. However, some of the most meaningful relationship-building can happen through spontaneous and casual conversations. Ultimately, it’s essential to come prepared with organized thoughts and ensure that everything reflects your authentic self. 

Join Our Program

Of course, the above questions are irrelevant if you don’t have a mentor to ask them. If you’re looking, there are several ways to find one, such as through your workplace, a personal connection or by joining our New Pros Mentorship Program. We’re currently gathering names of individuals who are interested in participating as mentees. To join, please fill out this form by January 30, 2026, at 11:59 PM. .

Note: Filling out this form does not commit you to anything at this stage. It simply helps us gauge interest, form a waitlist and better understand what you’re looking for in a mentorship experience. Once we’ve finalized program details and secured mentors, we’ll follow up with next steps!

Have a question? Feel free to contact me at jesseburke2020@icloud.com.  

About the author:

Jesse Burke serves as the Mentorship Co-Chair of PRSA New Professionals, managing the section’s mentorship program. He graduated from The Ohio State University in 2024 and is an account executive at Slide Nine, a communications, public relations and digital marketing agency based in Columbus, Ohio. 

Three Reasons for PR Pros to Pay Attention to Politics

Kristin Durand Leave a comment

Political news shapes public sentiment, brand perception and communication trends. For PR pros, especially new professionals, understanding political developments can improve audience awareness, crisis management and campaign creativity.

By Nigel Becker

The last few weeks have been busy ones in American politics: Voters in Virginia and New Jersey elected new governors, New York City chose a new mayor and the federal government shutdown disrupted air travel, public assistance programs and more. 

If you’re a political nerd like I am, or if your clients operate in policy-related spaces, you may have been following these events closely. 

But even if politics don’t excite you and your day-to-day role isn’t tied to public policy, it’s still worth keeping an eye on political news as a new pro. Here’s why.

Political issues may impact your audience

As communicators, we need to understand what’s happening in our audience’s lives. Maybe they’re stressed about losing access to a government program, or they’re anxious about the outcome of an upcoming election. 

Being mindful of these stressors can help your organization avoid appearing out of touch. For instance, if your audience is stressed about finances, you might proceed with caution when promoting pricey products, or highlight how your organization is supporting community nonprofits.

Politics can appear in surprising places

In recent years, brands have found themselves in the middle of political debates over everything from DEI programs, to commercials perceived as dogwhistles, to controversial logo redesigns. 

These controversies can seem to come from out of nowhere, but by staying aware of hotly debated topics, you can help your organization tweak non-political communications to avoid taking an accidental stand — or decide how best to weigh in when a cause aligns with its values.

(PRSA’s daily “Issues and Trends” newsletter, which all members can sign up for, regularly highlights trends like these.)

Campaign communications can inspire non-political comms

Political communicators exist in the same ecosystem as the rest of us: They’re navigating AI, deepfakes, shifting social media algorithms, distracted audiences and a public that’s increasingly skeptical of both political and business leaders. 

Despite these challenges, they continue to find creative ways to cut through the clutter, simplify complicated concepts and craft messages that resonate. Trade publications like Campaigns & Elections offer a glimpse into how campaigns are reaching voters and communicating under pressure. 

Many of the challenges campaign communicators tackle — like navigating shrunken budgets and experimental influencer partnerships — can spark ideas for non-political communicators, too. 

A note for outside the office:

Local politics and civic participation depend on communication, too

Even outside of work, following politics can help you be a more engaged citizen… and can open opportunities to use your skills for causes you believe in.

Maybe a local advocacy group needs help running social media or promoting events. Perhaps a school board or city council candidate needs help sharing their ideas with the community. You might even find yourself writing a letter to the editors or speaking at a city council meeting about an issue that matters to you.

Many of us were drawn to PR by a love of explaining complex issues and connecting with people. Those same skills lend themselves perfectly to civic involvement.

About the author

Nigel Becker serves as the Social Media Chair of PRSA New Professionals, overseeing the section’s Instagram and Facebook. He graduated from The Ohio State University in 2024 and is an account associate at Slide Nine, a communications, public relations and digital marketing agency based in Columbus, Ohio.

One of his majors at OSU was Political Science, as you may have guessed!

How to Handle Feedback Like a Pro (Even When It’s Tough)

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By Whitney Conaghan

Early in your communications career, feedback isn’t just expected — it’s essential. Whether it’s a note on your press release draft, commentary on your meeting presence or a full performance review, how you receive and respond to feedback can significantly shape your career. For new professionals, learning to handle feedback with confidence and clarity is one of the most valuable skills you can develop. 

This is about more than just having thick skin. It’s about separating your work from your self-worth, engaging with critique productively and using feedback as a real tool for growth.

Detach your ego from your work

One of the most common mistakes early-career professionals make is taking feedback personally. It’s understandable because communications work is creative, individual and often high-pressure. When someone critiques a pitch you crafted or a strategy you designed, it can feel like a personal blow.

It’s important to remember that feedback is about the work, not its creator. Detaching your ego means focusing on improvements rather than personal validation. The most successful professionals develop the ability to view feedback as information that helps them grow, not as a judgment on their abilities.

Show poise in the moment

Hearing constructive feedback can trigger an emotional response. Staying poised means listening without rushing to explain, justify or react. It looks like neutrality in the moment — not agreeing quickly to try to keep the peace, and not scoffing at criticism before fully understanding it. Think of feedback as input rather than evaluation.

After the conversation, take time to let your emotions settle so you can assess the feedback objectively. Ask yourself whether the feedback aligns with your goals or highlights a blind spot you hadn’t considered. Sometimes it helps to keep a log of your feedback so you can identify what works for you, decide where to take action and understand how the input fits into your overall development.

Turn feedback into action

Feedback is only as valuable as what you do with it. Once you’ve had time to process it, the next step is to create a plan. What specifically can you do to improve? Your action plan doesn’t need to be complex, just clear and achievable.

For example, if you were advised to be more concise in your writing, you might want to set the goal of reviewing every email draft and trimming at least 10 percent of the word count. If the feedback was about contributing more in meetings, choose one upcoming meeting where you’ll plan to share an idea. Making small, consistent changes helps build new habits without overwhelming your workflow.

Follow up and close the loop

If someone took the time to give you thoughtful input, take the time to show them you heard it. A quick follow-up can go a long way. Try something like, “Thanks again for your feedback on my last press release. On this next one, I focused on developing more specific story ideas before writing, and I think it helped me keep the angle focused.”

This kind of check-in shows that you value their input and are serious about improving. It also helps strengthen professional relationships built on trust and growth.

Normalize feedback as a two-way part of working relationships instead of something that only happens during reviews or when something goes wrong. Professionals who seek feedback tend to improve faster. By proactively asking for input, you show that you’re invested in your own development. 

Instead of asking broad questions like, “Any feedback?” get specific. Try: “What would make my media lists more helpful for the team?” or “What’s one thing I can improve about how I presented the idea to the client?”

Feedback is a career tool

Sometimes, tension around feedback isn’t a sign of disagreement. It might mean the feedback is spot-on, and it simply caught you off guard. Tracking how changes feel over time through self-reflection or simple check-ins helps you find sustainable ways to grow while staying aligned with your natural strengths and energy.

Handling feedback like a pro means being open, curious and committed to improvement. In an industry where the work is fast-paced and highly visible, improvement matters, and those who grow are the ones who build long-term success. 

Listen with care, reflect with intention and act with purpose. Learning this skill will serve you for years to come. Keep asking questions and refining your process, and remember — feedback isn’t a test; it’s a tool. 

About the Author

Whitney Conaghan serves as the membership chair of the PRSA New Professionals section. She graduated from the University of Oregon in 2023 and is a client services partner at dovetail solutions, a full-service communications agency in Denver, Colorado.