Influencer Marketing and Public Relations: Where the two overlap and how PR students can get ahead

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Students of public relations are constantly reminded of the distinctions that separate PR from marketing. Where PR is audience-driven and focused on building relationships, marketing is purely sales-driven and focused on product promotion. However, in today’s professional landscape, the lines between the two are increasingly blurred, especially as influencer marketing surges to the forefront of organizational priorities. 

PR graduates heading into the work force need to be just as equipped for influencer relations as they are for traditional public relations. As influencer marketing continues to grow in prominence and credibility, employers are seeking candidates more fluent in the intricacies of content creation and cultivating influencer relations. For PR students and professionals alike, developing these skills can both expand career interests and help applicants stand out amongst other resumes for influencer marketing positions. 

Picking “the face” of Your Brand

One of the primary functions of public relations is to build your organization’s credibility with the public, and influencer selection has become a crucial part of this process. Identifying shared values and audience alignment between potential influencers and an organization is now a mandatory skill in the PR field; the organization’s reputation will suffer greatly if the chosen face of the brand is poorly received by the public. PR practitioners understand the value of authenticity in the dynamic between an organization and their publics, and the influencer chosen must reflect this authenticity for a positively-received campaign. 

The Importance of a Good Storyteller

Just as PR professionals pride themselves on their storytelling capabilities, content creators are also skilled when it comes to moving their audience with the power of a captivating narrative. Influencers who integrate brand messaging and product placement seamlessly are seen as authentic rather than money-hungry or disingenuous. Today’s PR professionals need to think beyond their own skills, and instead put their faith in the storytelling capabilities of the influencer. If the influencer tells the brand’s story well, they can increase brand credibility, increase retention and engagement, and build a trusting relationship with the intended audiences.  

Knowing the Lingo

Being fluent in influencer marketing language is another attribute PR students and professionals should be attentive to. Understanding the etiquette of influencer outreach, how to both craft and analyze pitch decks, and how to track and evaluate social media performance allows PR practitioners to communicate with creators in a professional and effective manner. Familiarity with engagement metrics, platform-specific norms, and campaign analysis helps keep collaboration straightforward. Referencing any of these skills in an interview situation will prove your expertise and value to recruiters who may have preconceived notions about PR students’ knowledge of the influencer marketing field. 

Behaving Ethically and Transparently 

Lastly, having a strong understanding of both PR and influencer marketing ethics is invaluable for a career in these fields, especially as it becomes harder to decipher between paid endorsement and unbiased review. PR professionals must keep the importance of Federal Trade Commission guidelines and disclosures in mind when engaging in conversations with influencers or their management. Risking a lack of transparency with one’s audiences can damage trust, brand image, or undermine the relationships that PR professionals work so diligently to maintain. The PRSA Code of Ethics emphasizes practitioners' commitment and responsibility to their publics just as much as their clients; maintaining honesty, transparency, and dignity are crucial to a successful and ethically-conscious PR career. 

An Integrated Path Forward

The overlap between public relations and influencer marketing is only increasing. Audiences  look to “influencing” figures for recommendations and sincerity now more than ever. PR practitioners have a unique position moving forward in this space; they understand that success is not only measured in sales made, but rather in relationships formed and stories told. Influencers and PR practitioners share a common trait: the ability to connect with people. Prioritizing these connections is the key to success moving forward in these fields.