In May 2024, soaring high above the ground, a 45-foot advertisement featuring influencer, author, and celebrity chef Molly Baz brandishing lactation cookies in front of her chest was displayed in New York City’s Times Square. The ad was paired with the phrase: “Just add milk.” However, it didn’t take long for the image—promoting Swehl, the brand dedicated to improving resources for women during pregnancy, postpartum, and beyond—to be reported and taken down. Although the ad was later reinstated, the pushback against the censorship sparked even greater advocacy and visibility than if their billboard had run continuously. What could have been a disaster turned into a public relations victory.
The advertisement’s virality was somewhat expected. As Swehl co-founder Elizabeth Myer remarked, “We joke that a women’s health brand can only dream of having their ad taken down. We collaborated with Baz to create a visual that remained faithful to both our brand and hers while challenging conventions and embracing a playful visual narrative. Before launching the campaign, we pitched a journalist at The New York Times who authored a piece that spread rapidly after the ad was removed. Following that, we coordinated with morning shows, engaged a PR team to manage opportunities, and swiftly shifted the focus from lactation cookies (which we don’t even sell!) to our primary mission.”
Swehl’s Just Add Milk initiative serves as a powerful reminder of the potential that influencer marketing presents for elevating brand visibility when executed effectively. It signals the merging of PR and influencer marketing efforts, leading to the question: Is influencer marketing the new PR?
To explore the answer and what the changing media landscape signifies for brands, we interviewed Myer and two of Sprout’s experts in influencer marketing and PR, Greg Scavuzzo, Director of Product Marketing, and Layla Revis, Vice President of Brand and Social.
How influencer marketing is reshaping media and PR
Similar to the Swehl case, brand and influencer collaborations are increasingly yielding earned media coverage. As consumer-influencer relationships progress, influencer campaigns are becoming more newsworthy—drawing attention akin to classic celebrity promotions. The added strength of these influencer endeavors lies in the trust that consumers place in influencers and how it influences their online behaviors. The 2024 Influencer Marketing Report indicates that perceptions of influencer trust remain stable and are even improving in some areas.
As Revis articulates, “People have faith in people, and they’re eager to be entertained and informed. Whether it’s humor, fashion, fitness, or sports, individuals tend to seek out influencers rather than brands or celebrities. This trend suggests that the media landscape has become more democratized. When I first began in this field, influencers operated independently. Now, they resemble actors with representation, managers, licensing agreements, and agents.”
Despite parallels with Hollywood, influencer brand content distinctly differs from that produced by studios. Influencers understand how to engage their audiences and tailor their content for each platform.
Scavuzzo elaborates on what this means for brands: “While advertisements created by brands and dispersed through paid media can effectively raise brand awareness, influencer-generated content encourages consumers to discover more about a brand’s offerings and introduces them to a varied array of product applications. This increases the likelihood of engagement and purchase when an influencer they trust endorses a brand or product. When executed well, authentic and engaging influencer campaigns drive algorithms to favor the brand, distributing ads more broadly (organically)—to a larger audience and into Discover and For You pages.”
Social media serves as a birthplace for culture, which explains why successful influencer marketing campaigns extend into other traditional media channels. Proven PR strategies, like cultivating relationships with journalists and hosting events, elevate these campaigns further. The more thoughtfully executed influencer-brand collaborations are, the greater the returns they can provide.
The advantages of merging influencer marketing and PR efforts
Although it’s unlikely that influencer marketing will entirely supplant PR initiatives, the two disciplines are interconnected. A high-profile event without influencer promotion is less prone to generate buzz. An influencer campaign that doesn’t harmonize with other PR strategies can confuse your audience and hinder effective communication. Here are all the benefits your brand can gain by integrating your influencer marketing and PR strategies.
Enhance brand visibility and trust
Both influencer marketing and PR efforts share a common objective: to raise brand awareness. While PR has traditionally focused on building trust via media coverage and reputation management, influencers provide authentic personal connections with their audiences. When these two methods work together, brand storytelling becomes more credible and impactful.
Myer explains how aligning Swehl’s collaboration with Baz alongside other PR strategies broadened their visibility. “The campaign was launched to coincide with our first anniversary and was a continuation of significant achievements during our inaugural year. That week, we had already intended to be in New York to accept our award for making Fast Company’s Most Innovative Companies list. Like any major media event, this generates a halo effect of brand awareness, which translated into an influx of new visitors, an increase in sales, and new partnership opportunities (both retail and otherwise).”
Influencers can also ensure that campaign messages are directed at the most relevant audiences. Consider this: while PR efforts cast a broad net, influencer marketing draws in your ideal customers. Combining both tactics increases awareness across all audience segments.
Establish consistent messaging across channels
When influencers and PR teams join forces, brand unity is achieved. Influencers can modify messaging to fit their style, yet the central theme remains consistent, reinforcing your overarching narrative across various platforms.
As Scavuzzo states, this cohesion leads to more effective campaigns. “Marketing efforts that transcend silos and deliver a cohesive experience and messaging across all channels tend to succeed. Always collaborate with creators to amplify the most vital brand messaging.”
Myer reflects on how maintaining Swehl’s brand mission at the forefront fortified their viral moment into a sustainable gain. “We cherish our guiding principles at Swehl, and one of them is ‘Don’t chase shiny toys.’ Essentially, we assess our efforts through consistent questions, such as: What issue are we attempting to address? Does this align with our brand? How does this drive impact? Our experience with the Times Square billboard was undoubtedly positive, primarily because it distinctly expressed the mission-driven initiatives we had been promoting.”
By combining PR and influencer marketing efforts, brands can synchronize the timing of significant announcements, product launches, and campaigns across media. This fosters a cohesive rollout of information, ensuring no conflicting or outdated messages are disseminated. To facilitate this coordination, brands may have the opportunity to consolidate vendors by seeking agencies for both influencer marketing and PR, streamlining necessary collaborations.
Elevate your event presence
Collaborating with influencers for events you are hosting or participating in generates a layer of excitement and prolongs the impact of your activations. Conventional PR coverage of events often reaches only specific media outlets and publications. In contrast, influencers build excitement beforehand by sharing exclusive event previews and behind-the-scenes glimpses with their audiences, and they recap their event experiences by sharing highlights over several days or weeks, extending the event’s visibility.
Scavuzzo summarizes it, stating, “Events are generally a major component of a brand’s earned media strategy. Inviting influencers straightforwardly creates real-time buzz on social for your brand.”
Content generated through influencer events is often filled with captivating photos, videos, and live interactions, providing a variety of engaging perspectives. Their experiences, reactions, and insights can also influence public perception, enhancing the event’s credibility and generating positive word-of-mouth.
Humanize your storytelling
Influencers excel at foster personal connections with their audiences. Incorporating human-led storytelling into your PR efforts can make your brand narrative more memorable and accessible. Influencers often share emotionally resonant stories, complementing more formal strategies like press releases and executive interviews.
However, this works only if the influencer’s endorsement of your brand and its products appears sincere. “Before working with Baz, Swehl had never formally invested in influencer marketing! We’ve of course collaborated with various influencers and celebrities—all passionate about Swehl and our mission, eager to align with us,” states Myer.
Prior to embarking on an influencer campaign, take steps to identify influencers who are genuine enthusiasts for your brand. Continue reading for additional tips on vetting influencers and establishing the right partnerships.
Proactively managing potential influencer PR crises
As brands invest more in influencer marketing, PR teams must also be better prepared to prevent crises stemming from influencers. This begins with thoroughly vetting influencers.
Revis recommends, “Before reaching out or agreeing to collaborate with an influencer, research their positions on key issues, review their previous partnerships, and use this information as a guideline to assess whether the influencer aligns with your organization’s values.”
Scavuzzo adds, “While influencers may initially seem to align with your brand based on a superficial examination of their profile, past actions or brand associations should disqualify a partner if the potential risk is too significant. Although working with new partners always carries some level of risk, influencer crises can be just as preventable as other brand crises.” He also advises that it’s prudent to have a crisis communications playbook prepared, even if it’s never utilized.
While comprehensive research facilitated by influencer management tools can hone in on suitable partners, fostering partnerships rooted in understanding and empowerment is equally vital.
As Myer suggests, “Any successful partnership should be mutually advantageous. Whenever we choose to collaborate with someone, we ensure that we comprehend their aspirations as a person and a creator. From that understanding, we develop activations that build on what we’re both already contributing to the world. Our relationship with Baz evolved over a year, and we’re thrilled that we took the time to ensure proper timing (and genuinely got to know her and understood her motivations).”
Collaborating closely with the appropriate influencers is the most effective way to ensure your PR and influencer initiatives remain manageable. When undertaking bold influencer marketing efforts, ensure that all parties are informed about potential risks and have safeguards in place. If your Times Square advertisement faces scrutiny (insert your corresponding influencer initiative here), be ready to take advantage of that moment. All publicity is beneficial if there is a strategic plan in place.
The argument: Influencer marketing should be a fundamental aspect of your PR strategy
Returning to the initial query: No, influencer marketing isn’t precisely the new PR. However, it is a critical element of a comprehensive PR strategy. Brands need influencers (now more than ever) to maximize the effectiveness of their PR endeavors.
As evidenced by Swehl’s Just Add Milk campaign, influencer-driven initiatives generate earned media, bolster brand visibility, and forge meaningful connections that cannot be attained solely through conventional PR methods. By synergizing influencer marketing and PR tactics, brands can magnify their reach, enhance credibility, and create human-centric narratives that resonate. Influencer marketing possesses the potential to revolutionize the contemporary PR landscape.
Interested in learning more about executing successful influencer marketing strategies? Download the 2024 Influencer Marketing Report for guidance on creating impactful influencer marketing content, and explore the evolving expectations of consumers and influencers alike.
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