Comment sélectionnez-vous l’influenceur parfait pour vos relations publiques ?

Incorporating influencer marketing into your PR strategy can yield various benefits. It allows you to tap into new audiences, foster trust, and enhance engagement. Finding the ideal influencer involves defining your goals, researching and assessing candidates, negotiating terms, and facilitating creative collaboration. However, challenges can include ensuring authenticity, managing expectations, and measuring ROI effectively. Balancing these factors can lead to a successful influencer partnership that enhances your PR efforts.

Well, it's more than just about metrics – followers, engagement rates, etc. It's about authentic alignment and depth. Understand your brand's purpose and ensure the influencer genuinely resonates with that purpose. It's not about a simple transaction; it's about a partnership built on shared values and visions. The influencer should naturally embody the ethos of your brand, making the collaboration seamless and genuine. 
 Indeed, while metrics are important, relevance is too. It's not just about the size of the audience but its quality. A smaller, niche audience that aligns closely with your target demographic can often lead to better engagement and results than a massive but less relevant following.

Without a goal, your campaign won’t have any metric to compare with. You end up spending to achieve nothing Also know the people you want to communicate with. This way, you don’t waste time in targeting everyone because the truth is, you’re not meant for everyone

It’s also important for PR pros to collaborate with influencer marketers who understand the intricacies of working with digital talent. Having an AE or jr. Manager on your team “run influencer” is not a good approach. Influencer marketers understand the ins and outs of industry standards for compensation, the complexities of usage rights and exclusivity, how to go back and forth on contract redlines, how to work with the paid team on boosting plans… a lot of PR people “add on” influencers to a comms strategy without having an expert there to execute and in doing so, things will surely be missed!

Not every influencer is suitable for your brand. Do an audit of the influencer and confirm that their values are in line with your company’s values. If there’s a mismatch, your audience will kick against your influencer and your campaign. It could even lead to a crisis to be corrected

I firmly believe in the "research first, then decide" approach. Not all influencers align with your brand's audience or discuss your products. So, it's important to identify those engaging with topics related to your brand, industry, or competitors. In evaluating potential influencers, two key factors stand out: relevance and reputation. - Relevance is paramount. Influencers should mirror your brand's values, resonate with your audience, and demonstrate expertise in the subject matter. - Reputation is also vital. Ensure the influencer maintains a positive, authentic image & avoids controversies that could harm your campaign. No matter how talented or widespread an influencer's reach, a tarnished reputation won't do your brand any justice.

When possible, try to avoid dealing with managers and agencies who will drive up the fee and find a route straight to the talent. Some may re-route you to their team, but it’s always worth the effort.

Not sure Jerry’s ethics are right. Managers and Agents are there for a reason, this being that business is conducted professionally not for you but for the influencer so you will probably find that contacting direct will lead nowhere. The influencer will probably wonder what sort of unprofessional company would approach them direct and avoid the right channels.

You might think influencers don't need or want press releases but actually they can be a useful fact-checking resource when they are creating their own content around your brand. It also pays to be upfront and clear about content expectations including any collaborators and hashtags they should use