By Molly Glus
In society today, social media is everything. From Facebook to Instagram to Tik Tok, social media has reshaped the way we learn about people and their lives. With the rise of social media, there has been a rise of social media influencers. The evolution of social media has created an evolution in PR. Now, public relations agencies have had to learn to incorporate these influencers in their communication efforts.
Lori K Public Relations is an example. Lori K Public Relations is a boutique public relations agency that specializes in influencer marketing. Representing clients from hit television shows such as Dylan Barbour and Hannah Godwin from “Bachelor in Paradise,” and Jax Taylor and Brittany Cartwright from “Vanderpump Rules,” the agency works with clients on brand deals and marketing their careers.
Public relations agencies such as Lori K demonstrate a discovery made as social media has continued to grow: Influencers are a common way for the public to be connected with various brands and products. People with different interests look to certain influencers for advice in various fields.
An article from Group High emphasized the importance of brands including influencer marketing in their PR strategy. The article’s first point was that influencers are more popular than mainstream celebrities, which is especially apparent for millennials. Group High explained that nearly 70 percent of surveyed millennials favored endorsements from influencers because “they considered their peers.”
Furthermore, Group High reported that for many PR agencies influencer marketing is a more cost-effective way to connect with audiences. Along with the cost benefits, marketing with social media influencers is trackable, which allows for the ability to measure the success of a PR campaign.
Such evidence illustrates why PR agencies such as Lori K have been created. Social media and its growing crowd have led to popular figures appearing on these platforms, people the public chooses to trust. Agencies such as Lori K work to improve relations with the press and other key publics, and secure influencers’ brand deals for products they can endorse.
Because social media is ever-changing, so are influencer marketing and PR. We cannot predict the next platform or trend that will arise — all we can do is wait and see.