PUBLIC RELATIONS
Building Viable
Relationships With
Influencers
By Irene Mbonge
"More than ever, consumers are
looking to fellow consumers to
inform their purchasing deci-
sions. The rise of social media
has opened up a new channel
for brands to connect with con-
sumers more directly and more
organically. If a brand is not
using social media influencer
marketing as a strategy to bet-
ter attract its target audience,
it may be time for the company
to start evaluating their adver-
tising strategy."
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MAL30/19 ISSUE
"It’s influencers, rather than
brands, who are going to have the
best ideas about how to tap the
connection with their audiences.
Giving up control can be difficult
for brands, but it’s often neces-
sary. While brands need to make
their campaign and business ob-
jectives clear, they also need to
trust influencers to understand
their market and relinquish the
creative reins to create content
that really resonates."