Post it like Beckham…

At Source PR, we often say that the way news breaks today tells us more about communications than the story itself. This week’s headlines around Brooklyn Beckham and his comments on family reconciliation are a clear example of that shift – and a useful case study for businesses and communications professionals alike.

The story did not emerge through a traditional media interview or a carefully managed statement issued to press. It originated on social media. One post, shared directly with a global audience, immediately became the primary source for mainstream news coverage. Journalists didn’t lead the narrative; they followed it, analysing and amplifying what had already been published online.

This reflects a reality we see every day in business communications: social media is no longer a supporting channel. It is an absolutely key tool for news dissemination. What is said on social platforms now shapes the news agenda, informs headlines and frames public debate before conventional media has time to react.

For organisations, this changes the rules. Social posts are no longer informal updates or marketing add-ons. They are official communications, whether intended that way or not. A single message can influence reputation, stakeholder confidence and internal culture in real time. That applies just as much to a CEO’s LinkedIn post as it does to a celebrity’s Instagram statement.

There are also clear parallels between Brand Beckham and established blue-chip companies. Over decades, the Beckham brand has been carefully built around consistency, control and a strong understanding of public perception – much like a global corporate brand. That is precisely why moments of visible tension or deviation attract such intense scrutiny. When a trusted, familiar brand breaks pattern, the audience pays attention.

The same principle applies to large organisations. The stronger and more established your brand, the higher the expectations around clarity, alignment and tone. Inconsistent or emotional messaging doesn’t just travel fast – it carries greater reputational risk because it conflicts with what audiences expect from you.

From a PR perspective, the lesson isn’t to retreat from social media. It’s to be prepared for it. Businesses need clear governance around who communicates, on which platforms, and under what circumstances. They need to understand how quickly social content can escalate into a full news cycle – and how difficult it is to regain control once that happens.

At Source PR, we work with clients to ensure their communications are proactive, not reactive. Because in today’s landscape, social media doesn’t just amplify the story – it can be the story. And the organisations that understand that are the ones best placed to protect and strengthen their reputation when it matters most.