How can influencer marketing be used for PR?

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Influencer marketing is one of the best ways to reach new audiences and communicate brand messages directly in 2023. So, how should brands integrate influencer partnerships into their overall PR strategy? This article tells you everything you need to know about the interplay between influencer marketing and PR.


Key points
In the field of PR (Press Relations), influencer marketing can be a valuable addition to increase brand reach and create a strong connection with your target group.
If you want to integrate instant messaging into your PR strategy, it is crucial to personally take care of influencer relationships.
For your straPuntos clave
In public relations, influencer marketing can be a valuable complement to increase brand reach and create a strong bond with your target audience.
If you want to integrate MI into your PR strategy, it is essential that you personally take care of your relationships with influencers.
For your influencer marketing strategy to be successful, you need to find influencers that fit your brand and reach your target audience.
A look at Influencer Marketing Report from Influencer Marketing Hub justifies considering including influencer relations in your PR strategy. For example, the instant messaging industry is expected to grow to $21.1 billion by 2023 , while the use of artificial intelligence is also on the rise. Two-thirds of brands plan to use AI to identify new collaboration partners in the future and 63% even claim they would use AI in the execution of their campaigns. Nearly a fifth of respondents also plan to invest more than 40% of their total marketing budget on influencer marketing campaigns. This already shows how important integrating influencer partnerships can be for your overall PR strategy.
What is influencer marketing?
Before we dive deeper into the topic, we would like to briefly clarify how influencer marketing and PR differ as marketing terms. Influencer marketing involves working with people who have a large following on the internet and who influence their audience . Thus, brands work with influencers to promote products, services or messages through sponsored content, investors mailing address list reviews, recommendations or mentions, mainly on social media. The goal is often to leverage the credibility and reach of influencers to increase brand awareness, engagement and conversions.
Public relations, on the other hand, typically involves managing and maintaining a positive public image and reputation for a brand or organization . Unlike short-term advertising, public relations is the strategy for building relationships with the public, stakeholders, and the media and establishing a good reputation over the long term. PR managers therefore develop and execute communication campaigns, manage crisis situations, handle media relations, and ensure a consistent message that is in line with the brand's values ​​and goals.
When influencer marketing and PR are combined, it refers to the strategic collaboration between influencers and PR professionals and the interweaving of short-term promotional campaigns with a positive image of the brand in the consumer group. This collaboration consists of using the influence and credibility of influencers to amplify PR initiatives, convey key messages and interact directly with the target audience . Influencers become valuable allies in spreading brand stories, supporting PR campaigns, managing crises and increasing brand visibility and credibility among their followers.
How media relations and influencer marketing work together
From a marketer’s perspective, media relations and influencer relations are crucial components of a comprehensive marketing strategy, but they differ in their approach and target audience, so we will briefly return to these differences, as media relations is a subcategory of public relations.