Communication and Networking between Social Media Influencers and PR offices
Tihomirov, Eva-Lota (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053116528
https://urn.fi/URN:NBN:fi:amk-2023053116528
Tiivistelmä
Social media and social media influencers have become an effective way of marketing for brands. Social media influencers have a lot of influence over their community and followers, and depending on the size of an influencer, can be an inexpensive, yet effective choice for a market- ing campaign.
Choosing the right type of influencer can be complex, as it’s important to make sure that the in- fluencer and its audience are a great fit for a certain campaign. Also deciding the fitting size of an influencer is important due to the differences in cost and reach of the influencer. PR offices have now specialized in connecting influencers with brands to create successful collaborations between the two.
The objective of this thesis was to understand the structure of the communication and network- ing between them and to understand how the relationship starts and develops, as well as to un- derstand how to create long-lasting relationships between social media influencers and PR agencies. The requirements for a successful collaboration were also discussed in the thesis.
The thesis consists of a theoretical framework on social media influencers, influencer marketing, Public Relations, and communication. There is also a chapter on the collaboration between so- cial media influencers and PR agencies. The research was done using a qualitative research method by conducting thematic interviews with three (3) lifestyle-oriented social media influenc- ers and two (2) Public Relations professionals.
As a result of the research, it was found that social media influencers and PR offices must work in harmony to get the best-desired results. Open communication, authenticity, and knowledge of influencers’ personal brands and its audience are key factors to a successful long-term relation- ship between social media influencers and PR agencies
Choosing the right type of influencer can be complex, as it’s important to make sure that the in- fluencer and its audience are a great fit for a certain campaign. Also deciding the fitting size of an influencer is important due to the differences in cost and reach of the influencer. PR offices have now specialized in connecting influencers with brands to create successful collaborations between the two.
The objective of this thesis was to understand the structure of the communication and network- ing between them and to understand how the relationship starts and develops, as well as to un- derstand how to create long-lasting relationships between social media influencers and PR agencies. The requirements for a successful collaboration were also discussed in the thesis.
The thesis consists of a theoretical framework on social media influencers, influencer marketing, Public Relations, and communication. There is also a chapter on the collaboration between so- cial media influencers and PR agencies. The research was done using a qualitative research method by conducting thematic interviews with three (3) lifestyle-oriented social media influenc- ers and two (2) Public Relations professionals.
As a result of the research, it was found that social media influencers and PR offices must work in harmony to get the best-desired results. Open communication, authenticity, and knowledge of influencers’ personal brands and its audience are key factors to a successful long-term relation- ship between social media influencers and PR agencies