LONDON, December 6, 2016 /PRNewswire/ --
Gorkana has launched its latest free white paper, the Gorkana Guide to Influencer Marketing, as it looks to define this fast-growing and controversial area of PR, as well as offer top tips for communicators on creating the best influencer marketing campaign.
(Photo: http://photos.prnewswire.com/prnh/20161206/446099 )
The rise of social media as a tool for brands to communicate their message has empowered and enabled a new breed of "social stars" on YouTube, Instagram and other social platforms, yet for many comms professionals, using the voice of someone who has the ability to capture consumer attention has long been the bread and butter of a PR campaign.
Gorkana's latest white paper seeks to find out how an "influencer" is defined, what impact they have on PR, whether an influencer campaign can really be determined as earned media and what PRs need to think about before trying to find the right person who can positively impact their brand.
A panel of senior PR professionals, including Richard Branson's former comms director, Paul Charles, and Frank PR co-founder Andrew Bloch, looks at the impact influencer marketing is having on the PR industry.
Taking sides on one of the more controversial areas of influencer marketing, W founder Warren Johnson and Takumi co-founder Solberg Audunsson go head-to-head to debate whether influencers should receive payment by the brands they promote.
As well as a snapshot of the rules around paid endorsements, the Gorkana Guide to Influencer Marketing finishes off with 10 top tips from PrettyGreen's Kezia Anim-Addo on how best to identify the right influencer for your brand, including building relationships, investing and measuring success.
The full Gorkana Guide to Influencer Marketing can be downloaded for free at http://marketing.gorkana.com/influencermarketing
Cision is a leading global media intelligence company, serving the complete workflow of today's communication professionals. Offering the industry's most comprehensive PR, IR and social media software, rich analytics, content distribution and influencer outreach, Cision enables clients to engage audiences, enhance campaigns and strengthen data-driven decision making. Cision solutions include PR Newswire, Gorkana, PRWeb, Help a Reporter Out (HARO) and iContact brands.
Headquartered in Chicago, Cision serves over 100,000 customers in 170 countries and 40 languages worldwide, and maintains offices in North America, Europe, Asia, Latin America and Australia. For more information, visit http://www.cision.com or follow @Cision on Twitter.
For more information, visit http://www.gorkana.com or follow @gorkana
For media information please contact:
Philip Smith
Head of News and Content
philip.smith@gorkana.com
Gorkana
+44(0)20-7674-0200
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