Influencers and Earned Media

January 3, 2020

In an ever-changing media landscape, publicists and clients need to be open to changing practices and exploring new media channels. For some, working with influencers is an area to tread lightly, and there is uncertainty in how to best leverage influencers to promote their brands. While paid influencer marketing campaigns typically involve contracts to negotiate deliverables, PR partnerships require a different approach. 

At MMGY NJF, we work with influencers to secure earned media just as we would with journalists. As is standard protocol, we conduct our due diligence to research and vet influencers whose brands align with those of our clients. Once we’ve built a database of target contacts, we’ll reach out to these influencers with ideas and recommendations for social media content and blog posts. As we would with editorial coverage, we do not request control of social content. Our strategy involves nurturing the relationships with our influencer partners to secure our desired results. 

One example of an organic partnership that exceeded expectations for our client is our work with influencer @amberfillerup (1.4 million followers). Our goal was to target influencers in the parenting space to experience JW Marriott Essex House’s Family by JW package. We proactively reached out to Amber and scheduled a visit to New York with her family. She covered her own flights and we provided a complimentary four-night stay in a family suite. Amber featured JW Marriott Essex House in three Instagram posts and 12 stories that highlight the fun, kid-friendly offerings as well as the property’s beautiful views. The stories were pinned to her “highlights,” which extended their digital presence far beyond the usual 24 hours.

As a result of our strategy to engage influencers from an earned media perspective, we’ve been incredibly successful in our ability to leverage our savvy media relations skills to build rapport with non-traditional media contacts. These relationships have led to buzzworthy social media content that exposed our clients to a new and actively engaged audience.