Tips for Successful Influencer Relations

Although it’s been around for decades in the form of celebrity endorsements, influencer relations is the latest craze in public relations and integrated marketing and is only going to continue to grow in relevancy. Rightfully so, too, because if done correctly, partnerships with influencers equate to a more personal approach to telling your brand story and thus generate brand loyally over time.

 

If you aren’t already incorporating influencer relations into your strategy, you are missing out on a huge opportunity. Working with an influencer can result in a number of things, including increased website traffic, social followers, new subscribers, brand recognition, and hopefully product or service sales.

 

First things first, though: Spend time identifying your goals and objectives for a social influencer campaign, as well as a clear understanding of your target audience. Once that is set, you can build your list of influencers – researching to find ones that align with your brand, have an engaging follower base, manage a presence across more than one platform, and showcase the ability to tell a story with each post. Influencers come in many forms – from celebrities to bloggers to creatives – so look far and wide to find those that are most likely to positively impact your brand and convert into engaging customers.

 

As PR pros, we have been bred to run successful media relations campaigns. We understand the research and creativity it takes to consistently secure our client’s a spot in the headlines. Whether earned or paid, successful influencer relations campaigns require just as much thought, strategy, and personalization.

 

There is not a hard-and-fast equation to follow when engaging with influencers. Instead, ensure that these relationships are specific to both the influencer and the brand you represent based on the desired target audience, deliverables, and outcome.

 

Here are a some of our top tips for your next social influencer campaign:

 

Lay out partnership expectations up front. Social influencer partnerships are often set up as an exchange of product and/or payment for social or blog content. Proposing a clear list of expectations – timeline, number of and type of posts, etc. – will set the partnership up for success from the very beginning.

 

Take the relationship beyond transactional. This rings true in media relations, too, and it’s just as important with social influencers. Treat them as professionals but don’t forget to be personable. Engage with them on their core channels and build a relationship before, during, and after the partnership.

 

Do your research. As previously mentioned, the personal brand of the influencer should align with the brand of the company you’re representing. Spend time reading their blog, scrolling their Instagram, or watching their videos to understand what content performs well for the influencer before proposing a partnership. Every relationship and partnership should be customized.

 

One post is not enough. Work with the influencer to build a partnership that extends beyond one post on one platform. Opportunities that engage with an influencer’s audience repeatedly are going to have a higher ROI by gradually creating better brand recognition and by extension brand loyalty. In other words, consider monthly partnerships with options to extend based on the success of the campaign.

 

Create a social media budget. These days, most social influencers require compensation, so be prepared to offer more than just a product exchange. Set aside a percentage of your marketing budget for influencer relations if it’s an important medium for your business. There is always room for negotiatian but be careful not to discredit an influencer’s work.

 

It’s not about the follower count anymore. Influencers worth working with should have an engaging and loyal audience. Also deemed as micro-influencers, those with fewer followers may have a higher ROI than those with tens of thousands of followers. Analyze how their followers engage with their content – such as comments and likes – and the type of content that performs best for their audience.

 

We’re no strangers to successful social influencer campaigns. Need assistance? Contact us for a consultation.

 

Public Relations Summer Internship Call Out 2018

If you’re interested in experiencing PR agency life and gaining real-world knowledge and experience, then Dittoe Public Relations may be the place for you! We’re hiring public relations interns for summer 2018, and we want you to apply!

 

Here’s what you need to know:

 

Dittoe PR interns are responsible for assisting with the execution of strategic public relations and social media initiatives and contributing to the success of the firm’s clients, which span multiple industries. The internship position is an opportunity for detail-oriented, self-starters to develop a well-rounded public relations skillset in an energetic and challenging environment. The ideal candidate should have strong communication skills (both verbal and written), initiative, creativity, high energy and an outgoing personality. Interns will gain experience in media relations, research and analysis, reporting, writing and more.

 

Interns will be mentored by intern directors and work closely with the firm’s entire staff, from account coordinators to the company’s partners. Interns should feel comfortable juggling multiple projects and deadlines.

 

Responsibilities:

We are looking for paid interns to work with us on a wide variety of client projects, including but not limited to:

  • Drafting content including press releases, media advisories, media pitches, social media posts, byline articles, blog posts, monthly reports and other materials as directed
  • Carrying out special event planning tasks
  • Attending and participating in agency meetings, training sessions, presentations, and brainstorming sessions
  • Handling research and analysis projects in support of client objectives as needed
  • Delivering client-ready materials for each project assignment
  • Researching and developing comprehensive press lists for local, national, and trade media
  • Assisting with client, business development and management projects as needed
  • Assisting with administrative duties as assigned by staff

 

Qualifications:

  • Actively enrolled in or a recent graduate of a university journalism, public relations, strategic communications, marketing, advertising, or other related program
  • Previous professional and/or relevant internship experience (public relations experience is a plus)
  • An understanding of basic journalism and media relations skills
  • Solid, versatile writing skills in both creative and technical fields
  • An ability to be professional and personable in written and verbal communication
  • Demonstrates attention to detail and good judgment
  • Smart, creative, assertive, and innovative individual who thrives in an extremely fast-paced environment
  • Flexible and willing to collaborate with teams
  • Proven ability to effectively prioritize and manage multiple tasks and competing deadlines
  • Knowledge in social media, design, photography/videography are a plus

 

To apply, send a cover letter, resume with references, and three varying writing samples to Kate Stuard at kate [at] dittoepr [dot] com.

 

No phone calls please. Applications must be submitted by 5 P.M. EST on Friday, March 2.

Top PR Trends for 2018: Part 1

When I first joined the Dittoe Public Relations team in 2006, one of our go-to research methods was thumbing through the paper-thin pages of the 10-lb printed Bacon’s Media Directory (maybe a slight exaggeration, but that thing was heavy). It took way too much time flipping through its thousands of pages just to find one good contact.

I can confidently say I don’t miss those days. I’m so thankful for the evolution of public relations over the past 12 years and the tools and tactics that make the lives of PR professionals easier, so we can produce amazing results for our clients.

Today’s blog post is part one of a two-part series that will look at four trends shaping PR in 2018. Part two will be posted by Dittoe PR VP and Partner (and PR phenom) Lauren Sanders.

 

Continued rise of influencer marketing

Influencer marketing has grown significantly over the past few years. It’s no longer a nice-to-have for PR pros and the businesses they represent, but a must-have. It should come as no surprise considering that 88 percent of people trust online recommendations as much as they do endorsements from family and friends, according to data compiled by NoGre.

 

Social influencers are now just as important to consider in your PR strategy as coverage in traditional media outlets. Stories on Instagram, Snaps on Snapchat, a post on a blog or a video review on YouTube all have the ability to change the way people feel about a brand and influence purchasing decisions.

 

On a personal note, the LIKEtoKNOW.it shopping app has changed the way I buy clothes. Instead of trying to decide what I think is cool to wear, I now rely on the best-dressed social influencers to tell me—and purchase what they recommend. I’d venture to say that three-quarters of the clothes I bought last year were because someone on social media told me to (sad, but true).

 

In 2017, Social Media Today reported that the average person spends nearly two hours on social media every day—that’s a total of 5 years and 4 months over a lifetime. In 2018, these numbers will only increase, and influencer marketing will be more important than ever.

 

Often, businesses aren’t strategic in their decisions about the influencers to partner with and end up wasting time, money and resources. There are several key considerations to evaluate before relying on influencers to drive meaningful business results, including:

 

  • Think quality over quantity. Just because an influencer has 1 million followers, doesn’t make them the best fit for your brand.
  • For sponsored Instagram posts, consider micro-influencers, or those with followers in the 10,000-100,000 range, as they often have a more highly engaged following that is more inclined to purchase your brand’s products or services.
  • What is your brand image and how does that align with the influencer’s?
  • Who is the influencer’s audience and are they relevant to your own?
  • Does the geographic location of the influencer and his/her followers matter to your business?
  • What are the terms of the agreement? Many influencers charge a fee for a meaningful partnership. Be clear about your expectation for frequency of posts and engagement.
  • How can you track the impact of the partnership? Customized promo codes are one idea to measure the results.

 

Evolution of the press release

For years, many PR professionals have said that the press release is dead, or less dramatically, on its way out. While I think there’s still a lot of life left in the press release, I do agree that it has gone from always-necessary to a good supplement for a great media pitch.

At Dittoe PR, we stopped encouraging our clients to distribute their press releases via wire services several years ago for a few reasons. The links aren’t permanent, unlike earned media stories that we pitch and obtain for our clients, which stay online indefinitely. Also, press releases distributed on wire services aren’t usually picked up on quality news sites. Quite frankly, it’s also quite expensive to use a wire service. In short, wire services rarely guarantee lasting, meaningful, organic media coverage.

Personalized outreach to the media is the way to go to get the best earned media coverage, and it’s what we do best.

In 2018, the press release will evolve beyond text-heavy Word docs with lengthy paragraphs that no one reads entirely. Instead, PR professionals will think digitally and start embedding more videos, images and graphics to bring their client’s news to life. Copy will be minimal and only include the most pertinent details of the announcement.

Press releases do still matter, but in 2018, we need to give them a much-needed makeover.

 

Come back to our blog next week for part two of this series on the latest trends shaping PR in 2018. In the meantime, if your brand could benefit from working with social influencers and generating meaningful media coverage, we’d love to talk with you!

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