In the wonderful world of PR, influencer partnerships are becoming more and more important.

Now, that doesn't mean these relationships will come without their challenges. They can make your job just a bit harder. 

But fear not! 

Saads Abrahams from media update has some tips on how PRs can love their relationships with influencers!

Find the right influencers for your brand

First things first, you need to find the right influencers to work with your brand. If your brand is in the beauty industry, collabing with the DIY queen on Insta might not work the way you need it to. 

You either need to do thorough research to find influencers and creators that align with your brand's values and messaging, or you should get assistance from a third-party company (like amaSocial).

You need to consider your own expectations when you are looking to collab with an influencer. If you are looking to reach millions, connecting with a micro-influencer is probably not going to help you reach that goal. 

Once you have a list of influencers you want to work with, the next step is to research each of them. Have they been involved in any controversies, or have they kept their side of the deal with other brands? 

This information will let you know if this is someone you want to work with and if they will help your PR efforts … or destroy them.


Treat the creators as trusted partners

You might be the one who hired the influencers, but they are still people with expert knowledge in their respective fields. 

Treating the influencers that you are collaborating with as people and partners in your PR campaign will make the entire process more enjoyable for everyone involved. 

You cannot just treat them like a working number — these relationships thrive on authenticity and mutual respect!


Allow them to have creative freedom

You selected these influencers and creators for a reason — keep that in mind when it comes to seeing what they post and how they post about your brand. 

Yes, you have an idea for your campaign — and you control what you can on your side — but influencers and creators are the most successful when they are given creative freedom to share their opinions in a way that is authentic to them.

Their followers know when they post something that they had little to no say in. Influencers will also love working with you if you show them that you trust their creative process.


Be available to guide them

In light of giving them creative freedom, you should still be a sounding board for the influencers. Tell them what the concept for your campaign is, and let them know what your expectations are from the collaboration. 

Providing detailed briefs for your influencers helps them work with your expectations while still allowing them to create an authentic post for their viewers. 


Share their content

The influencers you are working with are sharing your content and tagging your brand, so show them support — even on posts that aren't about your brand. 

Relationships are a two-way street; you need to give to get. They are exposing you to their network, so it is only fair to expose them to yours! 

Ways you can do this are the following:
  • Follow your influencers on all the platforms you are active on.
  • Mention them on your pages when applicable.
  • Be sure to like, comment and share their posts. 


Show them some appreciation

A little appreciation goes a long way in building lasting relationships. Thank them when they post about you or send a little care package if you can. 

These small acts of appreciation will not go unnoticed by them. It will not only create a great working relationship but a loyal supporter as well.


Communication is key

A key component of any successful relationship is communication. You need to communicate your expectations to your influencers, and they also need to communicate theirs. 

Not doing this leaves room for disappointment and unnecessary tension. Keep the communication open at all times. Make sure that they are always able to reach out to you — and the same goes for them. 

Communication will ensure that you have a healthy working relationship with the influencers you are collabing with.


As a PR, how are you building meaningful relationships with your influencers? Let us know in the comment section below. 

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If you are looking for more info on working with influencers, be sure to take a look at The guide to working with influencers in 2023: a Q&A with Casey Mantle.
*Image courtesy of Canva
**Information sourced from Grin, OtterPR, Press Farm and Faster Capital