Tapping into the PR power of influencers

Influence have turned their attention to the PR power of social media influencers in the new edition of the magazine. Featuring interviews with top influencers like Kevin McAulay and Sophie Hannah Richardson, issues such as brands not being dishonest with influencers and asking them to advertise products that are inconsistent with their image were highlighted. 

Sophie Hannah Richardson, a beauty and fashion blogger who gave up her job in a PR firm to become a full-time social media influencer was the most vocal stating that some brands have sent her aggressive and condescending emails in the hope that she would promote their services. Echoing countless statements made in our spotlight interviews, Sophie said that brands still look at bloggers as ‘free marketing’ and are reluctant to reimburse influencers for the services they provide.

One of the most important issues Sophie highlighted was the need for brands to be honest if they are serious about building relationships with influencers. She said:

They say they have an amazing opportunity for you, you chat by email, and then they contact you , you chat by email, and then they contact you saying it’s cancelled. But then you see on social media that they’ve actually collaborated with someone else.

She says brands need to be honest if the influencer doesn’t make the cut, or fit the brief, because ”most bloggers know each other, we hang out, talk, and we’ll find out if a brand is lying”.

While the article acknowledged that influencers shape markets it also makes it clear that it is important to handle them with care and that building solid working relationships may involve relinquishing control and giving them the creative freedom to use their ‘influence’.