The emergence of mobile and social revolutions has turned many industries upside down and the public relations world is not exempt. With the rise of influencer marketing, brands are restrategizing how to manage their public image.
With the ease of the internet, traditional public relations has transcended well beyond print, TV, and radio. According to the Public Relations Society of America, “at its core, public relations is about influencing, engaging and building relationships with key stakeholders across a myriad of platforms in order to shape and frame the public perception of an organization.” Public relations professionals are responsible for the public reputation of the organization. A big component of the traditional public relations process was inviting bloggers, journalists and editors to press events. In return, publicists hoped that the news would entice them enough to get published and expand their public reach. This method gave publicists little to no control of the light that would be shed on their company.
Today, the public doesn't rely on one source to gather information. There is power in knowledge and we have the world at our fingertips. The internet, a place where virtually anyone can create content, allows businesses and organizations to take back control of their brand's reputation in the public eye.
When brands say their product or service is great, consumers are skeptical but when other consumers say a brand's product or service is great, heads turn. Utilizing influencer marketing is a guaranteed way to reach and engage with relevant audiences. While you may give creative control to selected influencers, brands remain in control of their reputation.
Select influencers that are best suited and genuinely passionate about your brand and provide clear expectations on the goals you team is trying to accomplish and how they can be reached. Influencers serve as a platform to boost brand recognition to a targeted audience and start conversations. This gives brands much greater control over how the public views their business.
Making a lasting positive impression in the public's eye may have cost you a pretty penny until the internet made the transfer of information that much easier. Even still, making budget decisions that won’t break the bank is always tough for public relations professionals. According to a study by Tomoson, influencer marketing is the most cost-effective online customer acquisition method, alongside email marketing. To no surprise, both email and influencer marketing rely on relationships to be a success. Taking the time to establish trust and build relationships with an audience clearly pays off in the long run.
Not only is influencer marketing cost-effective, it is also precise. If a brand takes the time to hand select the best partners to expand their business, they will connect with their intended target audience for less money, earning more than just awareness around the brand, but credibility and trust, as well.
Although the term, influencer marketing, is fairly new, it’s rapid growth has captured the attention of brands and marketing agencies, and regulations are being set in place to protect consumers.
| Federal Trade Commission requires that all marketers who are compensated to promote or review a product to disclose it. This is done to ensure that consumers understand that this promotion is sponsored, even if influencers do endorse the products. |
The increase in regulations is also encouraged by major platforms that want to control ad revenues, seeing a shift from pay-per-click to advertisements embedded in content posts.
At the end of the day, influencer marketing reshapes how brands create raving fans around their brand. A mutually beneficial agreement can help brands expand their reach, remain in control of the public's perspective and achieve their intended goals at a lower cost. Look through your established community for partnership opportunities and the chance to build stronger relationships with your customers.
For more information on influencer marketing or discuss a strategy that could help boost your business, schedule a complimentary consultation with one of our marketing experts.