PR makes the leap to Bluesky—but what’s the verdict so far?

If media and LinkedIn buzz are anything to go by, Bluesky is the new X (formerly known as Twitter).

Looking at the app’s layout, it’s not hard to figure out why. Bluesky is “born from Twitter’s DNA”, as Ella Darlington, head of comms and marketing at Creative Access, puts it.

“There’s an echo of Twitter’s golden era,” she continues, “when the platform was the go-to space for hacks and flacks to connect and break news. Something I think we’ve all been missing for some time.”

Indeed, PR pros have been vocal in their embracing of Bluesky, with the nostalgia element certainly playing a key role.

Seeing it as “the first real proper alternative to Twitter” is Chris Norton, founder and managing director of Prohibition PR, who says: “Jack Dorsey, the founder of Twitter, has developed an alternative that truly holds its own as it looks like Twitter did all those years ago.”

One agency boss who has thrown himself headfirst into finding his tribe on the platform is Rich Leigh, founder of Radioactive PR, who highlights the social media platform’s ‘Starter Packs’ as “an essential helpful feature, making for easy onboarding” – having himself curated a list of 150 PR and comms names for others to follow.

It’s unsurprising that such a hefty proportion of the PR industry has become Bluesky pioneers, suggests Darlington. “We thrive on being ahead of the curve – testing, exploring, and reporting back,” she says.

As for her initial verdict, the Creative Access comms lead highlights that features such as analytics reporting “can be clunky” at the moment, but appreciates that “it’s still early days” for Bluesky.

“For comms pros, Bluesky’s feeds feature could become a hub for engaging with niche, highly active communities and thought leaders, as well as an agile space for real-time storytelling,” she adds.

“The buzz suggests a renaissance, and while there’s work to be done, the potential is undeniable.”

'A departure from toxicity'

“I’ve wondered out loud whether Bluesky is Trump’s Truth Social for leftists, which isn’t to say I’m not enjoying it,” Radioactive’s Leigh tells PRWeek. “I’m finding lots of PR-y friends, old and new, and it feels necessarily light-hearted.”

He adds that “the chronological, anti-algo feed is pleasing” – something that others have also picked up on as a key point of distinction from the way that X now operates.

“Bluesky offers a refreshing departure from the toxicity and commercialism of platform rivals,” says Gemma Eccleston, managing director of Hendrix Rose PR. “The moderated environment promotes friendly interactions, making it an ideal platform for brands aiming to build positive, authentic relationships.”

In agreement is Shayoni Lynn, founder and chief executive of PR agency Lynn, who says: “It's a refreshing change to log on to a social media platform and not be attacked by a default setting of hate.”

Having joined Bluesky last week, Lynn tells PRWeek that she is “already impressed”, adding: “Best of all – unlike Musk – Bluesky's CEO Jay Graber is full of hope and joy, having friendly conversations with members and posting some lovely memes and AI art – and the rolling count of Bluesky membership of course!”

Echoing this sentiment is Adam Driver, founder of Authentic Comms, who says: "I am finding I have less time, space and noise for anything negative or draining.

"Bluesky’s growth, for me, reflects a shift in user priorities. Many are disillusioned with other platforms where controversy is rewarded and hate dominates timelines. It’s a platform where boundaries are respected, and the community actively contributes to maintaining a positive atmosphere."

He continues: "This surge in membership is not just a rejection of negativity, but a flip on this — a collective pursuit of connection.

"If I could be so bold and hopeful: this isn’t just about avoiding the noise of X — it’s about creating a place where authenticity thrives and is celebrated. Like Twitter was, back in the day."

Also comforted by the current atmosphere on Bluesky is music industry trade PR consultant Tina Hart, who says: “I’m a reluctant Instagrammer in a TikTok (no.) era, so the good vibes at Bluesky in the last week have been a tonic."

Though admitting she was sad to leave her “cared-for crop of 3k+ followers” on X behind – reminiscing on “the halcyon days of wordy Twitter” – Hart continues: “My ego is soothed with a follower count boosted by inclusion in Starter Packs and creating my own to help others find their communities.

“I have been caring for it like a millennial's houseplant collection and the shoots are popping up fast. Some key industry media outlets are missing at the moment but they will come. With one million joiners a day, it would be daft not to.”

On the shift from X, she adds: “I’ve changed my profile photo to something taken in the last 12 months (!) and tweaked my bio. It feels easy, breezy, no wonky algorithms and increasingly bizarre ads. The interface is familiar.

“There are tweaks that would make it better (shout out ‘invalid handle’ gate) but those will come.”

Death of X?

While some PR practitioners are embracing Bluesky, they are sceptical as to the new platform’s long-term future.

“It's important to note that while Bluesky has been growing, its user-base remains relatively small compared with established platforms, at around 19 million,” points out Norton.

Though often disregarded since its summer 2023 launch, he notes that Threads – Meta’s X alternative – is reported to have secured 15 million users this month alone and is thought to now have more than 200 million users altogether.

“Despite this, I firmly believe that short-form social media will sadly remain fragmented for some time yet,” continues Norton. “That said, Bluesky feels like a much friendlier, cleaner, safer environment to post and connect on, and it has my full backing.”

Also showing faith in Bluesky is Eccleston, who tells PRWeek: “Despite the social media fatigue many of us feel, I’m genuinely interested in Bluesky if it can preserve its ethos as it scales.”

Sharing similar concerns to others, she adds: “There will likely be some initial creaking as it adjusts to the surge in users. Plus, its user base is still smaller than that of its competitors, which may limit reach for large-scale campaigns.”

As a result, the Hendrix Rose PR boss says she will continue to check X for #journorequest leads and other potential opportunities – something others may also be quietly doing.

Less quietly, Leigh shares with PRWeek his belief that “the death of X is greatly exaggerated”.

He explains: “Loud ‘I’M OUT!’ proclamations and resulting backpattery abound, but the reach of some sad industry news there this week, and the engagement with it, shows that UK PR people are still checking in, and I believe we should.

“How short-sighted to ignore a platform of more than 550 million active users – as if our clients’ audiences won’t also exist there. It’s almost like we’ve learned nothing from the 34-year-old Godwin’s law, or what head-in-the-sand, shouty, finger-pointing polarisation leads to.”

As for Norton’s prediction, he says: “I expect X will still be around this time next year, but I predict it will be a fifth of the size it was when Elon Musk acquired it.

“Bluesky, on the other hand, will keep on growing and growing. Brands should be taking it very seriously.”

"Bluesky is proving that digital spaces can be different," agrees Driver, seeing it as "safe, supportive, and genuinely community-focused".

"Also funny, very funny. But not overly at anyone's expense. It is lighthearted and I welcome that," he adds.

"A fresh start, a new group, a reset. Ah, that's better."