Over the years, social media has emerged as a powerhouse in public relations. Businesses utilize various platforms as an avenue to communicate brand messages to their target consumer. The dominate presence of social media in the public relations sphere has prompted the emergence of influencer marketing/public relations. Social media personalities that promote their favorite brands through “PR hauls” of gifted product have completely changed the game of how a business markets their product or service.

Who Are Influencers?

A social media influencer is an individual with a significant follower count who has established credibility in a certain industry. Influencers set themselves apart from each other through their individual style, taste, and loyalties to their favorite brands. One can be deemed an influencer of fashion, lifestyle, sports, food, etc. Essentially, a social media influencer is an individual who can easily impact the purchasing decisions of their devoted follower base.

Influencer Relations

In the dynamic public relations climate we inhabit today, it is highly important that businesses adapt to the strategy and trends of influencer marketing. If influencer collaborations are appropriate for the given brand, it is imperative that the business strategically and thoughtfully foster relationships with the influencers they choose to partner with. Businesses must make certain that the values and interests of the influencer closely align with that of the business’ brand image. Additionally, it is crucial that the business is aware of the demographic of the influencer’s follower base. A thorough understanding of the influencer’s audience is critical for crafting authentic campaigns, tailored to the businesses target market. Lastly, it must be a priority for the business to clearly communicate all expectations to the influencer that they are collaborating with. In these partnerships, the influencer must completely understand the brand message that they are trying to convey.

Whether it be Alix Earle inviting her followers to “Get Ready With Me” or Tinx sharing essential dating advice, influencers have completely changed the game for how businesses market their brand. As public relations professionals, it is crucial that we are educated and up to date on the latest influencer strategies and trends.

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