Gaining Attention and Influence

Chapter 5 (Contemporary Media Relations) of our text outlines how journalists, bloggers and influencers can help elevate a brand’s message. Luttrell (2022) writes, “To penetrate news outlets and reach our audiences, we must build relationships with traditional journalists as well as bloggers, online reporters, administrators, citizen journalists, and new influencers” (p. 69).

The current dynamic has certainly gotten more complex than the days of getting press by sending a news release and calling a press conference. Social networks have provided means to warm the relationship with reporters and grab earned message distribution. Public relations professionals can use a platform such as Twitter to share a news release, keep up with a journalist’s work, stay on a reporter’s radar if a relationship already exists and make pitches.

A social media strategy should acknowledge how a brand’s platforms and staff can facilitate media coverage and influencer recommendations, the type of exposure that’s often more impactful to the public than material released directly from a brand. Tapping into influencers and content creators is increasingly becoming a means to deliver a message that the public is more likely to receive than if it came from a brand directly, such as in an advertisement.

One survey found that 30% of consumers are more likely to buy a product endorsed by a non-celebrity blogger than a celebrity, and among 18- to 34-year-olds, 70% marked peer endorsement as their preference when it comes to making a purchasing decision.

When it comes to people paid to promote a brand or product through social media, one’s likely first thought would be Kim Kardashian, who can make $500,000 for an Instagram campaign. However, brands are also using those with far smaller followings than a Kardashian, but still with engaged social fan bases, as well as built-in advocates such as employees and alumni who are not compensated monetarily but may receive other incentives to share key messaging.

Digital services such as BuzzSumo are emerging to help brands find influencers, and companies such as SocialToaster are creating platforms that give employees and supporters streamlined means to share content to earn social cred and even prizes. Brand messages are re-shared 24 times more when distributed by employees versus branded accounts and content shared by employees receives eight times more engagement compared to brand posts, according to SocialToaster.

A social media strategy document should include mention of potential amplifiers.

• Who could be enlisted to gain greater exposure for key social media messages?
• Would they be paid or given free merchandise?
• Would enlisting employees and supporters to share messages on their personal platforms be advantageous?

Answers to these questions will help make up the foundation to a brand’s influencer plan.

 

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References

Luttrell, R. (2022). Social Media: How to Engage, Share, and Connect (4th ed.). Lanham, Maryland: Rowman & Littlefield Publishing Group.