In the dynamic world of communications and marketing, brands need to choose the best strategies to reach
and engage their audiences. There are two approaches that stand out: collaborations with digital influencers
and partnerships with the traditional press. Although there are significant differences between them, these
two strategies can complement each other to create a robust and effective communications campaign.
Digital influencers: authenticity and proximity
Digital influencers, with their active presence on social media, can reach specific audiences who identify
with their profile, thereby increasing the engagement generated directly with their followers. Authenticity
and proximity are some of the strengths of this approach. Brands that choose to work with influencers
benefit from personalised content, often perceived as genuine recommendations, which can lead to greater
consumer trust and loyalty, directly influencing purchase decisions.
In the tourism and lifestyle sectors, the influence of content creators is particularly significant. According to
the latest edition of the “Tourism and Social Media” study conducted by Marktest, the percentage of
respondents who say they have searched for information about tourist destinations on social media reaches
73 per cent, while 69 per cent say they use these platforms to discover restaurants and bars.
The same study points out that among those who know a hotel chain, online tourism platform, travel agency
or travel influencer, 75 per cent admit that these sites have some kind of influence on the destinations they
ultimately choose for their holidays, with 7 out of 10 following at least one travel/tourism influencer and 55
per cent even guaranteeing that they have already booked accommodation based on information or
recommendations found on social networks. In this respect, the study confirms that Instagram and Facebook
are the most influential networks when it comes to choosing holiday destinations.
Traditional press: credibility and reach
On the other hand, the traditional press holds a position of unquestioned credibility and authority. Articles
in newspapers, magazines and news websites carry a seriousness and rigour that is often difficult to
replicate in social media. This comes with a seal of impartiality and disinterested opinion that is
increasingly valuable to brands in a context where influencer marketing strategies are more prevalent and
where consumers’ digital literacy has reached a point where they can easily spot less genuine
endorsements. What’s more, a press release or news story can reach a wide and diverse audience,
including segments that may not be as present on social media.
Why not combine the two approaches?
However, an effective communications strategy can integrate both approaches. Working with influencers
allows for the creation of authentic and engaging content that can be easily shared and commented upon on
social media. To ensure this, brands should not neglect to invest in a professional, structured and
differentiated influencer marketing strategy with careful content curation. At the same time, developing an
assertive and effective media relations plan that can secure coverage in the traditional press can lend
credibility to the message and extend the reach of the campaign.
It is important for brands to assess the specific objectives of each campaign and select the most appropriate
channels. Balancing the innovation and authenticity of digital influencers with the credibility and reach of the
press can result in a powerful communications strategy capable of engaging audiences on multiple fronts.
While digital influencers provide intimacy and authenticity, press provides reach and credibility. By combining
these approaches, brands can not only reach a wide audience, but also create a deeper and longer lasting
engagement with consumers.
Are you looking to implement a tailored communications strategy that takes advantage of the optimal
combination of media relations and influencer marketing? Get in touch with us.
