Heart surgeons and neurologists are the same thing, right? Well neither is PR and influencer marketing
If an agency suggests that influencer marketing and PR require the same tactics, brands should take it as a sign to get out, and fast, explains HooZu’s Justin Golledge.
How confident would you feel if a plumber came to fix your fuse box, or a bricklayer had a crack at your leaking tap? The same feeling comes to mind when brands suggest using a public relations agency for influencer marketing.
Both disciplines are part of the same field, but so are the trades listed above. It doesn’t mean they have the necessary expertise to do a first-class job.
Influencer marketing is a specialist media category that requires a deep understanding of the social media sector – a space that evolves and changes by the hour. PR and all-service agencies typically lack the tools and expertise required to create and distribute content that will effectively convert consumers on social networks.
Terrible headline analogy!
“Traditionally, earned media has a high level of consumer trust. Journalists and publications go to great lengths to maintain integrity when it comes to what they write. They will not cover purely commercial material and have complete discretionary power over what the end story looks like. ”
The logical extension therefore is that influencers have no integrity, will write whatever pap they are told (“bribed”) to and the agency controls the whole bleedin’ lot.
And consumer trust is therefore zilch? Except for those that slobber over such crap in their feeds of course.
As your next para states …
Bewdy. Where can I sign up!
GM of specialist influencer agency tells us inluencer marketing can only be done by a specialist influencer agency.
Thanks for that.