{"id":436,"date":"2017-04-04T06:30:18","date_gmt":"2017-04-04T06:30:18","guid":{"rendered":"http:\/\/brandfluencer.com\/blog\/?p=436"},"modified":"2017-04-04T12:58:13","modified_gmt":"2017-04-04T12:58:13","slug":"the-rip-off-pr-influencer-marketing","status":"publish","type":"post","link":"https:\/\/brandfluencer.com\/blog\/the-rip-off-pr-influencer-marketing\/","title":{"rendered":"The Rip-Off | PR & Influencer Marketing"},"content":{"rendered":"

There is a growing trend for PR companies to wander into the influencer marketing<\/strong> arena, but there’s a few things you need to be aware of! \u00a0 Is this biting your company in the butt and wallet? \u00a0Let’s take a look at a lesson learned from failure<\/strong>.<\/p>\n

PR & Influencer Marketing | Crossing of the Streams is the Problem<\/h3>\n

Yes, PR companies have traversed into the influencer marketing arena. \u00a0It’s natural and well fitted for a PR company to do this, however there is a substantial difference between influencer marketing, PR and social media marketing. \u00a0The situation presents itself as the PR company provides two services for “Company A”. \u00a0Company A\u00a0 is sold on a $10,000 dollars\u00a0per month PR spend<\/strong> and later sold on a social media marketing spend of $8,000 dollars per month<\/strong>. \u00a0Inside of the social media marketing, Company A’s Digital Marketing Director delegates them to conduct influencer marketing. \u00a0However, the PR side relegates itself to conducting the “influencer marketing” that the Digital Marketing Director relegated to the social media side. \u00a0This is costing the company thousands of extra dollars as the lines between PR and Social Media Marketing have become skewed<\/strong>. \u00a0If you are unfamiliar with some of these terms, we’ll define them for you below:<\/p>\n

If you are a VP of Marketing <\/strong>or CMO<\/strong>, you need to know what to expect when working in the social media <\/strong>and influencer marketing<\/strong> realms, so let’s start here.<\/p>\n

Marketing Definitions per Wikipedia:<\/h3>\n

Influencer marketing<\/b> (also influence marketing<\/b>) is a form of marketing<\/a> that has emerged from a variety of practices and studies, in which focus is placed on specific key individuals<\/a> (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers<\/a>, and orients marketing activities around these influencers.[1]<\/a><\/sup><\/p>\n

Influencer content may be framed as testimonial advertising where they play the role of a potential buyer themselves, or they may be third parties. These third parties exist either in the supply chain (retailers, manufacturers, etc.) or may be so-called value-added influencers (such as journalists, academics, industry analysts, professional advisers, and so on).<\/p>\n

Social media marketing<\/b> is the use of social media<\/a> platforms to market a product or service.[1]<\/a><\/sup> Most of these social platforms have their own built-in analytics, where companies can track the progress, success, and engagement of ad campaigns. Companies address several stakeholders through social media marketing including (potential) customers, (potential) employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of the implementation, governance, scope (e.g. more active or passive use) and the establishment of a firm’s desired social media culture. This requires marketers to incorporate user-generated content (earned media<\/a> rather than paid media<\/a>) into their strategic approach[2]<\/a><\/sup>[3]<\/a><\/sup>[4]<\/a><\/sup><\/p>\n

Public relations<\/b> (PR<\/b>) is the practice of managing the spread of information<\/a> between an individual or an organization<\/a> (such as a business, government agency, or a nonprofit organization) and the public<\/a>.[1]<\/a><\/sup> Public relations may include an organization or individual<\/a> gaining exposure<\/a> to their audiences using topics of public interest and news items that do not require direct payment.[2]<\/a><\/sup> This differentiates it from advertising<\/a> as a form of marketing communications<\/a>. Public relations is the idea of creating coverage for clients for free, rather than marketing<\/a> or advertising<\/a>.<\/p>\n

Influencer Marketing | Go Back to Where You Belong!<\/h3>\n

So, there you have it.\u00a0 Social media marketing, as defined by Wikipedia, incorporates influencer marketing<\/span>, which is inverse to PR, and\u00a0mainly involves the spread of information between the company and public organizations that DO NOT REQUIRE PAYMENT<\/strong>.\u00a0 This “differentiates it from advertising!<\/p>\n

In the case of “Company A”, they are being ripped off<\/strong><\/span> by the PR \/ Social Media agency as they have allowed their work load in PR to drift into social media.\u00a0 And lets face it, I can hire any person with a 5th grade\u00a0education (my kids are looking for digital marketing jobs) to find influencers for a company and contact them.\u00a0 My kids can name more Youtube Influencers<\/strong> than any PR Agency, that’s for sure.\u00a0 So,\u00a0 I expect a PR company to be paid for their inside contacts with celebrities, celebrity agents, magazine editors etc… (my children have no PR contacts).<\/p>\n

So, please, don’t let a sneaky PR agency fool you into thinking that influencer marketing<\/strong> is PR.\u00a0 It just is not<\/strong>, and never will be!\u00a0 If this is the case with you and your company, YOU ARE BEING RIPPED OFF!<\/strong><\/p>\n

Save & Share on Instagram<\/strong><\/p>\n

\"The<\/p>\n","protected":false},"excerpt":{"rendered":"

There is a growing trend for PR companies to wander into the influencer marketing arena, but there’s a few things you need to be aware of! \u00a0 Is this biting your company in the butt and wallet? \u00a0Let’s take a…<\/p>\n","protected":false},"author":1,"featured_media":450,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34,39,29],"tags":[91,20,66,80,74,78,75,77,76,79],"yoast_head":"\nThe Rip-Off | PR & Influencer Marketing – BRANDfluencer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandfluencer.com\/blog\/the-rip-off-pr-influencer-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Rip-Off | PR & Influencer Marketing\" \/>\n<meta property=\"og:description\" content=\"PR & Influencer Marketing can RIP-OFF your company if your don't pay attention. 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