O que você faz se sua estratégia de relações públicas precisar de um impulso do marketing de influência e das novas tecnologias?

1. Target Smart: Define your audience and their online habits. Find influencers they trust in relevant spaces (micro-influencers can be powerful). 2. Partner Authentically: Collaborate, not dictate. Let influencers create content in their style that aligns with your brand. 3. Embrace New Tech: Use social listening tools to track brand mentions and identify potential influencers. Explore platforms like TikTok or AR/VR experiences for creative brand storytelling. 4. Measure and Adapt: Track engagement metrics, not just follower count. Be prepared to adjust your strategy based on campaign performance. Bonus Tip: Look beyond traditional influencers. Consider industry experts, educators, passionate customers to reach a targeted audience.

Not only should you assess your needs, but you also need to specifically state your SMART objectives. Know exactly what results you're looking for the influencers to garner, and then you can find the people who can help, and structure their content and CTAs to achieve those objectives.

Combining Influencer Marketing with a Strategic PR Approach, and using emerging technologies, can amplify the brand’s visibility, credibility, and engagement in today’s digital landscape. Identifying relevant Influencers who align with the brand’s values and TG and engaging with their content, helps in building partnerships. Create compelling and engaging content that resonate with the TG, and is authentic. Emerging technologies like AR/VR, live streaming, and interactive content help enhance the PR efforts. Experiential and interactive storytelling help get the audiences’ attention. Analytics tools can be used to measure the engagement and reach, and adapt the Influencer Marketing and PR Strategy based on insights.

Consider collaborating with relevant influencers to promote your brand, products, or services. Additionally, leverage new technology such as AI-driven analytics, virtual reality experiences, or interactive content to enhance your PR strategy and engage with your target audience.

If you're not an expert in influencer strategy don't try it out on a client on the fly. Contract experts and learn from them. Influencer strategy is technically paid media so this doesn't have anything to do with earned media which is technically what PR is.

When your PR strategy needs a boost through influencer marketing, you need to: 1. Choose the right influencers that align perfectly with the brand. 2. Look at impactful influence over the number of followers. Numbers are great but you need engagement more than anything. 3. Choose influencers who can become partners in the brand and formulate a long-term agreement; 3-6 months for example? Influential PR is about building brand awareness, through consistent messaging and long-term campaign with an influencer. 1-5 influencers are good enough.

En mi experiencia hay lecciones valiosas que rescato: 1. Generar experiencias y comunicaciones diferenciadas es fundamental en un mercado que ya también está saturado. El público puede estar saturado de ver el mismo tipo de mensaje y la misma forma de “consumir publicidad”. 2. Co- crear el contenido con el dueño del canal: si bien debemos dejar en claro cuáles son los valores de la marca y el objetivo que busca comunicar, es necesario también escuchar la opinión del influencer acerca de su canal, de su público, de cómo la gente consume su contenido, etc y así poder buscar adecuación “natural” de tu mensaje.

Yo eliminaría a los influencers de toda estrategia de relaciones públicas y empezaría a llamarlo estrategia de publicidad. Por otro lado, si no va dirigido a jóvenes y adolescentes no aportan lo mismo.

While choosing influencers it is crucial to identify which influencers specialize in that specific sector, a comedian campaigning for a corporate campaign is not a right fit no matter what number of followers they have. If an influencer talks about health, choosing them for a sugary drink category will hit their and the brands credibility. After identifying the influencers, it should not be a short term campaign only. Depending on the message and budget, the time period for the campaign should be chosen.

Existen multitud de soluciones y profesionales que pueden ayudarte a desarrollar estas campañas sin cometer errores de novato. Además, el uso de tecnología puntera e innovadora en la propia campaña te puede permitir amplificar su alcance, dándole un extra de visibilidad incluso entre los medios de comunicación. Las grandes compañías siempre diseñan este tipo de campañas en colaboración con sus equipos de PR para dotarlas de una capa de comunicación que permita atraer a los medios y hacerlas más cost-effective.

Algo que achei útil, foi usar a autoridade de influenciadores para divulgar produtos e marcas que tenham a ver com o público que consome seu conteúdo  é o ideal. Para empresas que buscam criar reconhecimento de marca e aumentar diretamente as vendas, esse tipo de segmentação mais ampla pode ser bastante útil mas é essencial encontrar embaixadores que tenham afinidade com a propósito da marca e suas soluções.

Integrating new technology in your new PR strategy is essential for success in the age of AI: 1) Start with researching ways competitors are incorporating AI and other emergent tech such as AR and VR. 2) Use more than one generative AI tool when creating content to use and compare the results so that you can make a better informed choice. 3) Look at ways to incorporate AR or VR through your products or services offered.

L’obiettivo strategico di questi strumenti risiede nella risonanza del messaggio e nella utilità di marketing in fase di revenue.

L’obiettivo strategico di questi strumenti risiede nella risonanza del messaggio e nella utilità di marketing in fase di revenue.

An innovative approach that many companies are now using (and a fav of mine) is to create interactive storytelling experiences using gamification techniques. Develop interactive games or quizzes related to your brand or industry, encouraging audience participation and knowledge retention. Collaborate with influencers to promote these interactive experiences and create buzz around your brand. By gamifying PR content, you not only engage your audience in a fun and memorable way, but also collect valuable data on audience preferences and behaviors, informing future PR strategies and content development. MAKE IT FUN!

Aquellos esfuerzos de comunicación que encuentran la fórmula mágica para conectar de manera profunda y auténtica con la audiencia se quedan no sólo en la memoria, sino en el corazón de los consumidores. El llamado a la acción, la interacción y la conexión con la marca no siempre se consiguen de manera tan estupenda que sumen de forma realmente relevante a la historia del negocio y por supuesto, a los resultados.

Um das Publikum zu begeistern, sollte man sich immer etwas Innovatives einfallen lassen - vielmehr ist es jedoch wichtig sich authentisch zu zeigen. Der Audience etwas zur Verfügung zu stellen, das Spaß macht oder eben nützlich zur Verwendung ist (wie ein eigener, unterhaltsamer Filter), treibt die Audience an. Wie am Beispiel "Barbie-Kampagne" zu sehen war, hat genau das funktioniert - einen Barbiefilter zu kreieren hat andere Personen angesteckt und animiert zum Mitmachen. Man macht gerne mit, was lustig ist und was vor allem Freunde und Familie auch schon benutzt haben. Man wird gar nicht so schnell schauen können - und schon ziehen sich die PR-Kreise.

Brilliant ways to increase audience engagement are: 1) Set weekly tasks for influencers such as posting a photo with AR filters, uploading a live video, or sharing text with emojis promoting your brand. 2) Have the influencer run a prize contest to promote the intended prize, which is the product or service you offer. 3) Have the influencer run a live Q&A session promoting your brand.

Una de las maneras más directas de hacer participar al público en los contenidos digitales es buscando activamente su participación con algún “call to action” específico. Otra forma en la que considero que también se ven reflejadas sus opiniones y gustos es cuando se le da prioridad a aquellos contenidos que más hayan demostrado engagement por parte del público: Si les gustó un tema específico y te lo hicieron saber con sus reacciones en redes, valorará que continúes con esa misma línea para las siguientes publicaciones.

Two of my favourite ways to study/ monitor successful PR brand campaigns are: 1. Reach and Engagement: Understanding how far your message is spreading and how engaged your audience is can provide valuable insights into the effectiveness of your PR campaigns. And checking how well received or not campaigns are via comments, UGC content (like spontaneous reviews that could later turn into organic advertising), potential memes created etc 2. Influencer Performance: Collaborating with influencers can be a powerful strategy. However, I believe people are past the need to be "influenced" but want genuine product / service promotion. Making sure the brand's image aligns with an influencer's is a key component to a successful campaign.

After launching a campaign with a tech influencer to promote your latest app feature, use analytics tools to track the campaign’s performance. Monitor metrics like download numbers, engagement rates on campaign posts, and any increase in social media followers. Also, assess audience sentiment through comments and shares. If the data shows positive trends, consider similar future partnerships. If not, adjust your strategy—perhaps by targeting a different audience segment or tweaking the message. This ongoing analysis ensures your PR efforts are data-driven, allowing for timely adjustments to maximize impact and relevance.

Um exemplo já praticado é definir claramente cluster e segmentação da audiência, acompanhando alcance/cobertura, ajustar ativos analisando desempenho on-going e se necessário, fazer uso de influencers para impulsionar seus conteúdos.

Once you execute your new PR Strategy that incorporates influencer marketing and new technology: 1) Decide which KPIs are the most important. 2) Use the analytics to obtain data on the KPIs you selected as the most important. 3) Look for trends when analyzing the data and determine what they indicate. 4) Take action based on the data to iterate your metrics related to influencer marketing and new technology. 5) Consistently analyze your data and iterate.

Effective monitoring and communication of campaign impact are key to retaining clients in PR. While PR tools can often be inaccurate or outdated, digital marketing offers more reliable metrics. It’s crucial to align your initial objectives with the outcomes you measure. This alignment helps demonstrate clear results to clients, using a range of tools and parameters to track performance accurately. Ensuring you can show tangible success is what often leads clients to extend their contracts or return for future projects.

Implementing advanced technologies such as social listening and sentiment analysis can significantly improve the adaptation of PR strategies. These tools provide real-time insights into audience sentiments and preferences across various platforms, empowering brands to stay updated with public opinion. This speedy responsiveness allows for dynamic PR actions, which are crucial for effective reputation management and ensuring messaging remains relevant in a fast-paced market. This approach not only maintains brand relevance but also amplifies impact, making it an essential aspect of modern PR practices.

Il est vrai que la veille technologique et des nouvelles tendances doit-être constente. Être dans la "trend" du moment permet une plus grande visibilité.

Adaptation is how YOU stay engaged with your work. It's how you stay relevant. It's how you keep adding value. This requires a mindset that allows you to experiment and fail. In fact, failure in this setting is not just a right of passage, but honorable, because it often represents the courage to try new things, learn from then, and move on in a more informed manner. No success ever came from a perfect strategy that never changed. Pivot is an amazing word for a reason.

Here's how influencer marketing and new technology can breathe new life into your approach: Leverage Influencer Power: Partner with influencers who resonate with your target audience. Their reach & social clout can amplify your message and build brand trust organically. Embrace New Technologies: Explore tools like AI-powered content creation or data analytics platforms. These can streamline your workflow, personalize messaging, and measure campaign effectiveness with greater precision. Track & Analyze: Monitor the impact of influencers & new technologies. These insights are gold! Use them to refine your strategy & optimize future campaigns. By embracing these trends, you can create a dynamic and results-driven strategy that sets you apart.

Another good way to question and improve current strategies is via the LinkedIn community. It shows what you have already achieved and how you got there. Ask the community for feedback, alternative solutions and new ideas. This creates interaction that benefits everyone.

Cuando se establece una campaña con influencers todo, absolutamente todo lo que tenga que hacer la/el influencer en el proyecto tiene que estar definido con anterioridad y al más mínimo detalle. Luego no puedes esperar cosas extra que no aparezcan especificadas. Tendrás que definir con ella/él número de publicaciones, si las vas a usar en tus redes, si habrá involucrada prensa, etc. Así no te llevarás sorpresas.

Make sure you’re ready for the results of your public relations campaign. Make sure you are happy to deal with the increase of traffic and influx of attention Not everyone correctly prepares.!

Sei immer dich selber (bzw. Deine Unternehmung). Gehe strukturiert vor und sei selbst überzeugt von den Massnahmen. stay authentic

If your PR strategy requires a boost from influencer partnerships and integrating new technology, the first step is assess your exact needs. What type of technology is required? How is this new technology integrated into the current strategy? What are the expected outcomes? Are we considering a celebrity (macro influencer) or are we looking for a micro influencer with a strong niche following? Once you've ascertained your type of influencer, then you seek someone from that pool who resonates with your brand and target audience. Work with the influencer to create engaging and interactive content that resonates with your target audience. Monitor the engagement with the new content and technology and take action as is required.

Comme toute stratégie, il faut penser à long terme à la fois avec les influenceurs avec qui nous allons collaborer. Identité et image en cohérence avec la marque et surtout une adhésion totale aux valeurs de la marque pour une collaboration à long terme qui permet de créer un réel engagement de l'audience. La marque et l'influenceur peuvent inviter/faire participer l'audience à la création du produit /communication en l'invitant à la co-création. L'audience/Client, aura le sentiment d'appartenir à un "club" mis en valeur par la marque.