How to work with influencers…

In simple terms, an ‘influencer’ is a person who has an affiliation with a brand or product and promotes it on their social media channels.

There are different layers to influencers, with some being classed as celebrities, and others seen as  micro-influencers.

With the current landscape of influencers being so broad, brands can target audiences from all walks of life at a manageable cost.

As an agency or brand, if you’ve never worked with an influencer before, it can be tricky to know what to expect and how to pitch its value to your clients.

Newsline works with influencers through social media posts and events, so we want to help you understand the role of influencers in PR and the do’s and don’ts’s of working with them.

How do PRs use influencers?

If your brand has its own social media pages but your goal is to get more traffic to your website – this is where influencers come in.

When choosing to work with an influencer, you need to know what your end goal is. Do you want to push a product? Do you want to send products in exchange for a free review? Or do you want a long-term collaboration, where they become an ambassador for your brand?

We have outlined some of the typical ways to work with influencers:

Social posts

Sending free products in exchange for a review is a common way to work with influencers, especially those who have smaller audiences, or ‘micro-influencers’ as they are called. For well-known influencers with millions of followers, you may be sent a rate card and be asked to fork out hundreds or thousands of pounds for a social post with an image.


Putting on an event specifically for influencers is a great way to get a large number of people together. The aim is to show these ‘celebs’ having fun, using your product and showcasing a desirable lifestyle to their audiences.


You can also work with influencers on a long-term collaboration, which is common for clothing brands. The aim of this is to associate your brand with a person who will continuously post about your brand. Be warned, this can come with a hefty price-tag.

Do’s and don’t’s

Always do your research

It would be embarrassing if you sent an invitation for a hog roast BBQ event to a vegan blogger. Pitching a product that doesn’t fit the values or lifestyle of your influencer is a sure-fire way to burn bridges.

Know your budget

Too many times we have heard a client say they want to work with influencers but can’t narrow down an achievable budget. If you’re a small business, it wouldn’t be advisable to spend thousands each month on influencer activity. Map out the year’s activity and create a sensible budget.

Don’t choose an influencer based on their follower count

Engagement is much more important than followers and you need to know your chosen influencer can engage your target audience. Sometimes a micro-influencer with 300 followers is better because they’re talking about the topics important to your brand. This is important for niche industries where a general blogger won’t always do.

Build a relationship with them 

 It’s important to get to know the influencers you target or work with. Comment on their posts and tag them when you re-share their work. This will make things easier If you’re always reaching out to the same influencers.

It’s important to consider the changes in law by the Advertising Standards Agency (ASA). An influencer guide has been drawn up to help people navigate the world of sponsored posts in order to avoid breaking the law.

Before getting in touch with an influencer, it is your responsibility to ensure your content follows these rules.

Find out more about the ASA’s influencer guide here.