In recent years we have seen a rise in the number of blogs and social networks that include Facebook, Twitter, and Snapchat. Consequently, brands have experienced a flood of both positive and negative opinions coming from user reviews and online word-of-mouth messaging. This should come as no surprise considering it is an age-old fact that recommendations are one of the most influential marketing tactics.
Forbes credits word-of-mouth marketing as the “most important” form of social media, with 92 percent of consumers admitting the “recommendations from friends and family always trump other forms of advertising.” I have no intention of shooting down traditional forms of advertising. However, I would much rather rely on peers’ personal experiences with a product for advice than unsightly billboards or strident commercials in which companies have paid money to try and convince you that their product stands above the rest.
Generational Shifts in Media Consumption
As consumers, the way we receive information has transformed from face-to-face communications to online media – hence the need to reach online influencers. Bloggers are now filling the same role as asking a good friend for advice on which mascara you should purchase. Because of the role bloggers have come to play in our daily lives, they have become wildly influential and should be considered in integrated PR strategies.
Through their writing, influential bloggers have mastered the art of opening up their homes, bringing readers along to spin class with them, and even allowing online audiences to partake in more intimate life events, such as wedding ceremonies. By doing so, author and consumer make a deeper connection, providing a whole new level of trust.
One specific blogging genre that has experienced an exponential boom in recent years is the rise of “mommy bloggers.” Generation Y is the first generation that has been fully reliant on online media. As the females of this generation become first-time mothers, it is common practice for them to turn to bloggers for advice and support during this exciting and emotional time. Bloggers take on the role of trusted advisor and the products they promote are accepted by readers everywhere. The specific brands bloggers promote and recommend benefit immensely from increased sales. In addition, once a connection between blogger and reader is made during pregnancy, reviews evolve to include recipe, restaurant, and vacation recommendations. Influencers begin to play a significant role in everything from what is going to be made for Sunday night dinner to what hotel to stay in on baby’s first road trip.
Influencers vs. Journalists
A recent article by PR Week asked two industry experts to weigh in on the question: “Have influencers eclipsed journalists as brands’ primary pitching targets?” If one were to read up to this point, I think the answer would appear to be quite clear – yes – but don’t underestimate the importance of journalists.
Regardless of whether or not your PR target is a journalist or influencer, pitching is going to follow similar criteria. Securing coverage for a client is going to be irrelevant when placed in front of an audience that does not care. One must define the target audience including which publications are most persuasive and prominent in their lives. If you are looking to get news in front of those 65 and older, you are more likely going to rely on traditional newspapers and/or television news channels as the primary medium. On the opposite end of the spectrum, high-school-aged girls are not spending time reading the Wall Street Journal but rather stalking Instagram and YouTube moguls. Your time is going to be much better spent reaching out to online influencers.
While journalists and influencers have their own appropriate time and place, it is more beneficial to think of the two as a continuum rather that being mutually exclusive. In other words, there is no definitive answer to whether or not influencers have eclipsed journalists as brands’ primary pitching targets. Evaluating the message you are trying to get across and to whom you are targeting it is going to provide you with the direction in which you need to go to best suit your particular case. As the article points out, “There is a science to finding and pitching the right influencers and journalists,” as well as to determine the right outreach approach. If the ROI of having your client’s baby shampoo featured on the latest mommy blog is going to outweigh that of traditional media, then so be it, and vice versa.
Finally, do not be afraid to incorporate traditional avenues with influencers – you never know the successes you might find.