Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
“ Influencers are powerful, self-made industry leaders consistently creating content to establish their authority and expertise.” (pg131) This week’s chapter reminded me of one of my past internship with a fashion PR firm. The client Betty Boop was looking to invest in their publicity over social media. While the budget was 100,000 dollars, we were torn whether to target one big celebrity like Kim Kardashian, and pay her for one tweet or to spread the money out and try and get the most publicity for the least about of money. In the end we targeted the niche Influencer. We would pitch the client to local fashion bloggers in New York City. That was usually bloggers who were concentrated on street fashion and everyday wear, with high followings over 10K. They would post Instagram pictures of themselves wearing Betty Boop apparel and tagging both your brand and the client’s. This aloud us to form relationships with the bloggers and reach a wider audience at the same time. Even though we paid them to promote Betty Boop, we developed such a strong relationship that they would promote our other clients for free.
Relating it back to our campaign, one tactic use is to target local weathermen in the Hillsborough County. Free publicity is the most effective way to drive sales. Weathermen and women are very trusted by residents and usually have a large following on social media. Since we are a low budget campaign it would be cheap and would borrow a larger audience to outreach to. We need to think of influence over the number of followers. Weathermen are professionals, for them to promote a weather alert system is appropriate and will drive more impressions to the HC website and obtain more subscriptions. Pitching our campaign to local influencers will provide us rapid, repeatable, and sustainable benefits.