Chris Potter, Senior Vice President at FleishmanHillard in Atlanta, recently addressed the PRSA Volunteer Chapter at Blount Mansion on June 6, 2024, offering insights into navigating the vast influencer landscape. Drawing on his experience overseeing communications programming to promote brands and product promotion, Potter provides valuable perspectives on influencer selection and engagement strategies.
The influencer landscape is constantly evolving and holds great potential for collaboration. Potter starts the discussion by outlining that influence is everywhere and anyone, regardless of the size of their following, possesses the potential to serve as an effective influencer within niche audiences. From micro-influencers to those with millions of followers, Potter notes that “authenticity is the currency of influence,” and emphasizes that identifying influencers capable of resonating with target demographics is crucial.
In selecting influencers, Potter emphasizes the need for a thorough assessment of their ability to amplify brand messaging and align with objectives. Factors such as reach, impact, and alignment with brand values should inform the selection process. The degrees of collaboration, spanning organic partnerships to paid arrangements should also be evaluated to ensure successful partnerships.
Potter concludes the discussion by stating that “influence is everywhere.” Through deliberate selection and collaboration, brands can leverage the power of influencers to achieve their communication objectives and foster meaningful engagement.