Influencers as support for public relations campaigns

- Dariusz Tworzydło, Ph.D., Norbert Życzyński, Ph.D., Marek Wajda, M.Sc.

The article is a collection of analyses carried out on the basis of literature on the subject and data collected with the utilization of desk research method. It also presents conclusions from surveys conducted by means of a qualitative method – IDI technique – during the Congress of Public Relations Professionals, which took place in April 2018 in Rzeszów. In the group of respondents there were representatives of public relations branch who cooperate with influencers and on top of that have rich experience in the area of PR activities conducted by means of the Internet. The goal of this article is assessment of the relationships occurring in the context of cooperation of PR specialists with influencers, as well as identifying the prospects for changes and potential trends in this area.
Among the key conclusions drawn in course of the conducted research we find the one which suggests that using influencers for communication and promotion-related activities is recognized as both a chance and threat for the public relations industry. However, the aspect of threats is particularly important, as it has a direct impact on the emerging and persisting image crises. Due to the fact that influencers enjoy a lot of freedom in their activity in combination with the faith of their clients in their professional approach, there is a risk of emergence of actions which will not just fail to satisfy the assumptions of a promotional campaign, but may also directly hit the image of a given entity.
Experts predict that using influencers for promotion will also in the nearest time be a growing trend, which will take hold among solutions used in communication with target groups..

Dariusz Tworzydło, Ph. D., University of Warsaw, Faculty of Journalism, Information and Book Studies, Department of Social Communication and Public Relations at the Faculty of Journalism, Poland – head of the Department of Social Communication and Public Relations at the Faculty of Journalism, Information and Book Studies of the University of Warsaw. The president of the management of Instytut Rozwoju Społeczeństwa Informacyjnego and Exacto sp. z o.o. An author of over 230 scientific publications, monographs, scripts, articles and research reports. Former president of the management of Polish PR Association, also a member of the Council of Ethics in Public Relations. Advisor and consultant.

Norbert Życzyński, Ph. D., Rzeszów University of Technology, Faculty of Management, Department of Management Systems and Logistics, Poland – CEO of COMMIT Polska Sp. z o.o., an expert in the field of logistics of distributed retail networks, public relations and implementation of IT systems for enterprises. He is a certified specialist of Microsoft and IBM. His company is a part of an IT consortium that produces, implements and outsources modern EPR systems. He took part in many implementations for the police, city and commune offices and complex retail networks such as Wojas, Ryłko, Recman, ZIBI, Inglot, Orange, T-Mobile, Vodafone and many others. In 2015, he graduated with a doctorate in economics. Since 2017 he has been working as an assistant professor in the Department of Management Systems and Logistics at the Faculty of Management of the Rzeszów University of Technology. His academic work and research focuses primarily on logistical support for distributed retail chains and Public Relations.

Marek Wajda, M. Sc., University of Warsaw, Faculty of Journalism of Information and Bibliology, Poland – Ph. D. student at the Faculty of Journalism of Information and Bibliology at the University of Warsaw. For over 25 years associated with the media and public relations. In the years 1997-2001, a journalist and editor of Gazeta Wyborcza in Opole. From 2001 he was responsible in Orange for an internal magazine (twice awarded in the Corporate Bulletin competition) and corporate Orange blog (Złoty Spinacz, and 1st place in the Corporate Blogs competition). Precursor in cooperation with influencers (awarded, among others, Mixx Awards, Golden Arrow, Friendly Brand to Bloggers).
Since last year, he has been working as a Public Relations Officer at Allegro.pl, where he is responsible, among others, for for media relations and brand journal Magazyn Allegro.pl.

DOI: 10.2478/minib-2019-0016
Contact:dariusz(at)tworzydlo.pl, nzy(at)crm.commit.pl, wajda.marek(at)gmail.com
MINIB, 2019, Vol. 31, Issue 1

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