Public Relations Vis-a-Vis Influencer Marketing 

Public Relations establish beneficial relationships between organisations and their target customers. However, there has been a shift in how brands establish this relationship.

What is Influencer Marketing?

Influencer marketing is a rapidly growing form of digital marketing. In Influencer marketing, individuals with large numbers of followers on social media influence for brands. Influencer marketers are mostly celebrities or persons that have built a level of influence on social media.

Influencer marketing has had a high success rate because most people admire influencers, and are inclined to use the products they recommend.

Celebrities and Influencer Marketing

Today, Influencer marketing is one of the ways brands establish relationships with their target customers. Celebrities and individuals with large followers on various social media platforms, influence for brands and earn big.

Influencing for brands is a source of extra income for even top celebrities.

A perfect example of a top celebrity benefiting from influencer marketing is the ace football star, Cristiano Ronaldo. Ronaldo is the most followed human on Instagram. He has over 300 million followers and earns close to a million for each paid post on his Instagram page. The star influences brands such as; Nike, eCampus University, Clear and lots more. 

A host of celebrities today monetize their online presence. They take advantage of their large number of followers and dive into influencer marketing.

Here in Nigeria, after the Big Brother Naija show, ex-housemates leap into influencer marketing. They are endorsed by different brands and they influence them. Considering how brands rush into endorsing influencers, influencer marketing must be boosting sales.

How has Influencer Marketing Affects Public Relations?

The world of Public Relations is experiencing a change facilitated by the rise of influencer marketing. Brands are now moving towards influencers rather than investing in PR companies. 

Not too long ago, Cristiano Ronaldo in a press conference moved aside the Coca-Cola drinks and endorsed water. In 24 hours, Coca-Cola lost 4 billion in market value. This shows the influence these influencer marketers have on people.

If PR companies must survive they have to reinvent themselves. The world is now a global village connected digitally. Those with immense influence in digital spaces are becoming the spokespersons for brands.

PR companies must move with the trend and work alongside these influencers without losing relevance. Customary methods of public relations are becoming obsolete.

PR companies must hop on the new train and establish themselves digitally.

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