What is the role of influencer partnerships in modern PR, and how do you choose the right influencers for a brand?

There have been a lot of debates this year surrounding influencers versus legacy media, and there’s value in both from a brand perspective. We are seeing this play out with major tech figures like Mark Zuckerberg, who spent more time this year appearing on podcasts than doing media interviews, and Bill Gates, who started his own podcast to control his narrative. The important piece is again authenticity–find influencers who can augment your brand narrative and introduce you to their audience in an authentic way to ensure you get the most value for the cost.

With a shrinking print media landscape, influencer partnerships have emerged as one of the largest ways for brands to get exposure. It helps get a brand's name out there and creates additional content that a brand can repurpose for its channels. 

First, identify if you even need an influencer partner. For some brands, it just doesn't make sense. Next, identify influencers who have a similar target audience to you. After influencers have been identified, decide what your ask will be. Is it product/services trade for content? Do you have a budget to pay the partners? Get very clear on what you will be asking of the influencer and then what you as a brand are willing to offer. Then begin your outreach.