Who should manage influencers within a communication department?
This question inspired my research into the topic of influencer relations. While working at the CBC I wanted to use influencers to help promote documentary programming. This idea was met with:
Them: Sounds like a good idea… but it’s not your job.
Me: OK then, I need to first figure out who’s job this is, and then I can do it?
Them: Yes, if you can figure out who will support this then you can do it.
This conversation started the 3 year influencer hot potato. I chased this idea all around the CBC but ultimately I couldn’t action it because there wasn’t clarity about who would take it on.
Does your company have this issue? Is working with influencers a hot potato?
Well, I sort of did some primary research on this and I’ve got the answers:
- Influencer relations is its own unique job (it’s not just a line in a job description)
- It should be managed in-house (outsourcing is a bad idea)
- PR professionals are most adept at influencer relations (not marketing)
Let me help you put an end to the influencer hot potato in your organization.