Love them or hate them, but influencers can't ignore their PR

Anyone who has watched Urfi Javed’s ‘Follow Kar Lo Yaar’ reality show on Amazon Prime can’t help but feel sorry at times for her public relations (PR) team. From handling her whimsical demands and balance it with client expectations as well as getting her the coverage she thinks she deserves; they have their hands full.

In the glittering world of influencer marketing, where one viral post can catapult you to fame, the temptation to rely solely on content is strong. But the true power of influence goes beyond curated grids and witty captions. It involves creating a unifying brand image that resonates with audiences—both, online and offline. And that’s where PR comes into the picture.

A strategic PR approach is not just an add-on—it is a necessity for influencers looking to build something enduring. These professionals can be crucial in elevating the influencers’ image beyond the content.

A lynchpin for influencers

Influencers are more than just content creators; they are modern-day brands, often with greater influence over their audience than traditional celebrities. Yet, many fall into the trap of focusing solely on content creation, neglecting the broader narrative that may set them apart.

PR plays a pivotal role in shaping and communicating this narrative, ensuring the influencer isn’t just another face in the crowd but a distinctive voice with a compelling story. They help influencers manage their public image, navigate crises, and cultivate media relationships that extend their reach beyond social media platforms.

With the right PR strategy, influencers can establish themselves as experts in their fields, gain credibility, and unlock opportunities that content alone cannot deliver.

Beyond content creation

While good content is the bedrock of an influencer’s brand, it is not the entire house. PR goes beyond the likes and comments, ensuring the influencer’s message aligns with her/his long-term goals.

Whether it is features in reputed publications, speaking on panels, or launching their own product lines, PR acts as the bridge between an influencer’s current visibility and her/his future aspirations.

Content can capture attention, but PR builds reputation. It is about having a consistent presence, creating buzz, and being seen in places where the audience expects the least but respects the most. That is how you move from being a social media personality to a recognised and trusted brand.

Leveraging authenticity

Authenticity is an influencer’s superpower. It makes audiences tune in, trust recommendations, and feel a personal connection. But why let this authenticity stay confined to social media posts when it can be leveraged for media relations as well?

Influencers often perceive media outreach as a formal, impersonal affair. But the most impactful media interactions are those that feel genuine and relatable.

PR professionals should guide influencers to be as transparent and real in interviews as they are on their platforms. Sharing personal stories, struggles, and the ‘why’ behind their brand helps influencers connect with journalists and editors, making them more likely to be featured. Remember, media loves a good story, and influencers are in the business of storytelling.

Versatile brand identity

Consistency is key in PR. A strong, flesh-and-blood brand identity provides a framework that keeps an influencer’s messaging coherent across platforms. When an influencer’s brand identity is well-defined, it becomes easier for audiences to recognise and connect with them irrespective of the medium. This identity is built on more than aesthetics; it is about values, voice, and vision.

PR helps influencers carve out a unique space in the crowded digital landscape. It ensures that every piece of content, interview, or public appearance ties back to a central narrative that reinforces the brand. This consistency builds trust, making the influencer more than just a fleeting presence but a reliable, respected voice in her/his niche.

Tackling negative publicity

The digital realm is volatile—today’s trending influencer can become tomorrow’s scandal headline. When negativity strikes, having a solid PR strategy is crucial. Whether it is a misconstrued comment, a product fail, or a public fallout, how an influencer manages a crisis can define her/his brand for years to come.

Swift, transparent communication is essential. Acknowledge the issue, own it up if necessary, and communicate the steps being taken to address it. This is not the time for defensiveness; it is the moment for authenticity. A well-executed PR crisis management plan can help control the narrative, rebuild trust, and show an influencer’s commitment to accountability and growth. Remember, audiences are often forgiving when they see genuine efforts to make things right.

Transcending social

Social media is just one facet of an influencer’s brand. To ensure longevity, influencers need to diversify their presence. This means exploring traditional media, podcasting, public speaking, writing books, launching product lines, or even developing their own digital platforms. A strong PR strategy guides these moves, ensuring that each venture reinforces the influencer’s brand narrative and expands her/his reach.

The goal is to build a brand that exists beyond the algorithm—a brand that resonates in boardrooms, on magazine covers, and in everyday conversations. That is where PR shines, creating opportunities for influencers to evolve from content creators to industry leaders, entrepreneurs, and trusted voices.

For influencers, PR is not just a tool—it is a strategic partner in brand building. Beyond the allure of likes and shares, PR crafts the bigger picture, guiding influencers in shaping a public persona that is authentic, resilient, and built to last. It’s about moving from the momentary thrill of going viral to the enduring impact of becoming a brand that people turn to, trust, and champion. And that, more than any viral post, is the real power of influence.

- Aakanksha Gupta, CEO, The Other Circle