Working with the media is as old as the hills in the PR
world, but the online
influencer landscape has changed significantly in the past few years.
Through diligent searching, outreach and relationship
building, my colleagues and I have built a database of YouTubers, Instagrammers
and others whose reach is wide and influence significant. But the tides shift
quickly – new people join the scene and others fade from view. Tracking these
personalities – some may say sensations – can be time-consuming, but some new
tools are helping make the process of researching and sorting the thousands of
possibilities more efficient.
PR pros are in an endless pursuit of finding great contacts
on behalf of their clients. It’s an increasingly crowded space where those with
great influence maybe didn’t hone their craft in journalism school but are
important to our campaign because of the number of followers on Instagram or
views on YouTube. It will, of course, be
interesting to follow this evolution.
Care to chat about an influencer outreach program for your
company?
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