Eight Moon Media · Influencer Marketing in 2020 I gathered together two of the leading authorities on influencer marketing in Michelle Goodall, head of marketing for Guild, and Scott Guthrie to discuss the state of the discipline in 2020. We assess the findings of the CIPR’s State of PR survey, which was launched on 15
I’m on both sides of the PR-Influencer dynamic. I ran influencer campaigns in-agency for big brands for nearly a decade, judge influencer award categories, and am also technically a ‘micro-influencer’ via my football culture site and podcast, Outside Write. After some recent poor pitches, even from lead agencies, I am going to impart some tips
In the second of three discussions on Influencer Relations, I sat down with fellow independent consultants, Ste Davies and Scott Guthrie, to discuss best practice for PR professionals looking to work with influencers. We cover: The growth and future consolidation of influencer platforms Creative control and ownership How influencers work differently from journalists How to
The role of influencers in the decision-making journey and how to best work with them continues to dominate discussion within PR and marketing. Recent studies, such as the Edelman Trust Barometer 2018 and this research from Prizeology, point to an erosion in trust between influencers and the public, where once they enjoyed good levels of
There are few positives from Edelman’s new Trust Barometer, but our belief in what we find in Search is on the rise. Couple this with other recent data on the trustworthiness of influencers and ethical brands you can see the emerging trust challenges for PR. Trust is the currency of the Internet. That’s how I
Influencer marketing is high on the agenda of PR agencies and the brands they represent. But how many understand how to find influencers, how they work, when and whether to pay them, or the role of microinfluencers, for example? I’ve been on both sides having run influencer relations for B2B and B2C brands, and on
After the digital land grab, PR agencies seem to be faced with a choice: specialise in PR or go all-out into multi-disciplined comms. Is there still a role for the middle ground? This recent post from the respected Altimeter Group argues strongly that PR has lost its seat at the digital table. Budgets that
A brilliant interview with clothes retailer AllSaints reveals a major brand consciously aiming for mid-tier bloggers, proving that ‘influence’ is not all about size. Anyone who’s worked in PR will be familiar with the tiered system of influence. Naturally, PRs will pitch to media with the widest and most relevant reach first before hitting the
We talk to Max Tatton-Brown, managing director of London-based integrated comms firm Augur, about: What makes an efficient communications agency in 2016 The role of Paid Media in amplifying content How smaller, modern and integrated agencies could threaten the established players This really is a great conversation and there are nice shout-outs for Battenhall and Montfort, although apologies upfront
Effective influencer relations are critical to successful PR. In this podcast with freelance tech journalist Gordon Kelly, we discuss: the evolving role of the press release what makes a good story in the first place how to pitch to journalists Have a listen and we’d love to hear your anecdotes, tips and feedback in the
