The rise of social media as a tool for brands to communicate their message has empowered and enabled a new breed of “social stars”. For many comms professionals, however, using the voice of someone who has the ability to capture consumer attention has long been the bread and butter of a PR campaign.

This White Paper seeks to find out how an “influencer” is defined, what impact they have on PR, whether an influencer campaign can really be determined as earned media and what PRs need to think about before trying to find the right person who can positively impact their brand. It also highlights examples of
successful partnerships between brands and influencers.

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