Influencers to get dedicated stream at Mumbrella’s CommsCon conference

CommsCon-Isentia-Logo-small-234x121Mumbrella is to run a stream focusing on the rise of influencers at this year’s CommsCon conference.

The influencer stream will hear case studies in how brands can get the most from influencers; explore the business model for agencies looking to move into the space; and set out for the first time a code of practice for the industry.

The stream, announced today, is a first for CommsCon, which focuses on best practice in communications and public relations and is being held in Sydney on March 23. Influencer agency business models will also be examined in a further session which will also explore  the pros and cons of working with an agency versus working directly with an influencer.

While influencers have been a key element of public relations for many years, the rise of social media influencers – and particularly those on Instagram – was a key phenomenon of the last 12 months.

A further session will explore the need for a code of conduct in the space, with widespread confusion over how and when commercial arrangements should be declared.

Measurement will also be tackled – including how to assess an individual’s real influence, and how to measure the actual return on investment in any influencer-led campaign.

The stream will also feature case studies where brands have successfully run influencer-led campaigns, and will conclude with a panel debate on whether the rise of influencers is a fad, or will have a lasting impact on the PR industry.

Speakers will be unveiled in the coming weeks. While the program is close to being finalised, potential speakers are welcome to approach CommsCon curator Miranda Ward via

Meanwhile, Clarence Mitchell, the man who kept the story of three-year-old British child Madeleine McCann in the media for eight years, will open CommsCon. The former BBC reporter will discuss how he worked with the McCann family. And the event will conclude with a plenary session from Chris Savage looking to what the survivor agencies of 2020 will look like.

For more information on the program and how to buy tickets click here. Each ticket purchased before February 18 save $100.






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