What is part of influencer marketing?

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Before we dive into the nitty-gritty, we’d first like to briefly review how influencer marketing and public relations differ as marketing terms. Influencer marketing involves working with people who have a large online fan base and influence over their audience . Brands, therefore, work with influencers to promote products, services, or messages through sponsored content, reviews, recommendations, or mentions, most commonly on social media. The overall goal is to use the credibility and reach of influencers to increase brand awareness, engagement, and conversions.

Public relations, on the other hand, generally involves managing and maintaining a positive public image and reputation of a brand or organization. Unlike short-term advertising, PR is a strategy aimed at building relationships with the public, stakeholders, and the media and building a good reputation in the long term. Therefore, PR managers develop and conduct communication campaigns, manage crisis situations, manage media relations, and ensure that the message is consistent and aligned with the brand's values ​​and objectives.

When influencer marketing and PR are combined, it refers to the strategic collaboration between influencers and PR experts and the interweaving of short-term advertising campaigns with a positive brand image within the consumer group. This collaboration involves using the influence and credibility of influencers to strengthen PR initiatives, convey key messages and connect directly with the target group . Influencers become valuable allies in spreading brand stories, supporting PR campaigns, managing crises and increasing the visibility and credibility of the brand among its followers.

Here's How Media Relations and Influencer Marketing Interact
From a marketer's perspective, media relations and influencer relations are decisive elements of an overall marketing strategy, but they differ in their objective and target group, which is why we would also like to briefly go over these differences, with media relations being a subcategory of PR.

Media relations is the practice of establishing and maintaining relationships with journalists, reporters, and media companies in order to generate positive media coverage and publicity for a brand or organization. Specialized PR managers engage in media relations to secure media coverage through press releases, media pitches, and providing valuable information and story previews to journalists. In short, media relations is dealing with the press.

In the case of influencer relations, managers are particularly concerned with e investors mailing address list stablishing successful relationships with influential people . This also has its advantages, such as:

Authenticity and reach : Influencers have a loyal audience that trusts their recommendations and opinions, providing brands with the opportunity to reach a target group through sponsored content, reviews or recommendations.
Creative content : KOL (Key Opinion Leader) collaborations often involve creating unique and engaging content that seamlessly integrates the brand’s products or services into the influencers’ content and thus increases the brand’s visibility and credibility among its followers.
Media relations and influencer relations can complement each other in a marketing strategy. By combining these two approaches, PR managers can achieve greater reach and impact . For example, a press release or media event can attract the attention of journalists, who will then report the story in traditional media. At the same time, the brand can collaborate with relevant influencers to reinforce the message on social media platforms and thus reach a more targeted and engaged audience.

At the same time, the two should not be confused and the following should be taken into account. In media relations, marketers have only limited control over how the story is presented, as editors have discretionary editorial leeway. On the other hand, cooperation with influencers allows, depending on the contract, more control over the content and transmission of messages. So read Kolsquare's tips and tricks on the influencer contract .