Influencer Relations
The research in this thesis paper is supported by a number of scholarly articles and real-life examples that are sourced in the full PDF.
The Digital Age of Media Relations
Media relations has grown exponentially into an umbrella term involving traditional news and digital platforms. Influencers have become a strategic essential in product development and campaign success. Companies must match the content with the medium to develop trust with the consumer and achieve the communication goals in place. By overlooking the importance of influencer relations, companies will face setbacks in campaigns, product development, and brand marketing.
Finding the Right Fit
Within the realm of media relations, working with influencers across different platforms can create visibility for a brand. However, the importance of working with individuals who represent the brand’s values and share aligned target audiences is a high priority.
Paying influencers to post can often lead to audiences not trusting what they have to say, given there is a compensation incentive.
Influencer Identification
By continuously sending certain influencers PR items, companies can build media relationships. Different companies have unique needs that require specific influencers to accomplish set goals. Influencer marketing managers need to evaluate which partnership aligns with the brand most.
It has been proven that brands that work with micro-influencers as opposed to mega-influencers see a higher success rate in sales and word-of-mouth press. Followers of smaller influencers are more inclined to have a growth mindset and perceive the influencer to be more trustworthy.
Campaign Goals & Objectives
A video made by Leona is titled, “PR gifts I would repurchase in real life.” In content such as this, Leona seems more trustworthy and authentic to her followers because she is specific about what free items are worth the money.
Brands place trust in the influencers they send gifted PR to. Influencer relations managers have the challenge of ensuring those receiving the gifts will benefit the brand with the support of their audiences.
Influencer Relations in Practice
Warbey Parker, a prescription eyewear manufacturer and retailer in the U.S., executed an influencer marketing campaign that illustrated a powerhouse influencer relations managerial team.
Warby Parker selected influencers who were supporters of the company and had audiences who were receptive to the messages they had portrayed. The campaign, “Wearing Warby” intended to showcase the eyewear was a lifestyle brand. “Wearing Warby” reached over 800,000 people with a 3.4% audience engagement rate, demonstrating a successful return on investment for Warby Parker.