About the CIPR Influencer Marketing Panel: 

Globally influencer marketing is a multi-billion pound industry.  Its development is an evolution of media relations in a fragmented and increasingly digital media landscape.  

The CIPR Influencer Marketing Panel defines influencer marketing as follows: 

“The art and science of forming, or changing, a public’s opinions and behaviours via a third party online. The practice can be via earned, paid or a hybrid initiative. Influencer marketing at its core is partnering with individuals who have a significant audience and influence within a particular segment. Influencers can drive a message – often in the form of original or co-created content - to the masses or to a micro-targeted audience.”

Effective influencer marketing is a strategic discipline which follows a detailed workflow methodology. It isn’t just about selling or pushing products. Many of influencer marketing’s tactics are transferable. It is the intent and impact which can be applied towards achieving different outcomes.

Different stakeholders will have different needs and requirements from influencer marketing. Public relations’ aim is to understand all stakeholders and their needs (not only prospects and existing customers). 

The CIPR Influencer Marketing panel purpose:

The Influencer Marketing Panel’s purpose is to educate and empower CIPR members to practise influencer marketing both ethically and effectively for the brands which they represent, while giving a voice of authority to the developing conversation about this developing communication discipline, and enabling communicators to think about their own influence and how this is managed effectively and ethically. 

If PR is all about reputation - the result of what you do, what you say, and what others say about you, then influencer marketing is a key driver in managing this as part of strategic communications, and PR should be leading from the front.
 
Comment: 

Influencing for good, not just profit during Covid-19
Influence Online
9th April 2020

ASA publish updated influencer marketing guidance
Influence Online
6th February 2020

#Futureproof publishes guide to influencer marketing governance for PR
Influence Online
22nd October 2019

CIPR welcomes influencers' commitment to transparency
CIPR Newsroom
23rd January 2019

Brand and Blogger – does it pay to be ethical?
Influence Online
16th May 2018

Have you got it right when it comes to ethical influencer relations?
Influence Online
22nd March 2018

Influencer Marketing Panel Members: 


  • Scott Guthrie MCIPR, Scott Guthrie scott@sabguthrie.com

  • Anne-Marie Lacey Chart.PR FCIPR, Filament PR anne-marie@filamentpr.co.uk

  • Deb Sharratt Chart.PR FCIPR, Deb Sharratt Communications debbie.sharratt@gmail.com

  • Contact information: 


    You can follow the conversation about influencer marketing in PR using the hashtag #IMinPR on Twitter. For further information, please contact one of our co-chairs, using the email addresses above.