Despite Influencer-PR being praised by German press officers, it only plays a trivial role in their own media relations. Every second PR-professional regards the use of influencers in their own company’s communication as irrelevant. This is the result of a survey performed by the dpa subsidiary news aktuell and Faktenkontor. Over 590 professionals and managerial representatives of German press offices have participated in the PR-Trendmonitor.
A large majority of the participants believes in the importance of celebrities, industry experts, bloggers and opinion makers in future corporate communications (76 percent). Only 4 percent regard Influencer-PR as a descending branch.
Nevertheless, only a handful of press spokesmen utilize influencers as the mouthpiece of their company’s message. As such, more than half of the participants feel that their domestic Influencer-PR is either unimportant (41 percent) or completely irrelevant (13 percent). But: At least for every third participant the collaboration with opinion makers in their own presswork is important (35 percent) and in 5 percent of the cases, crucial.
Source: PR-Trendmonitor 2018
Data pool: 596 professionals and managerial representatives of German press offices
Method: Online survey, multiple choice
Survey period: February 2018
Initiators of the survey:
About news aktuell:
With the help of its three strong brands ots, zimpel and studio, the dpa subsidiary news aktuell is making the communication of companies and organisations increasingly efficient and successful. The network ots provides coverage and visibility for PR content. The PR software zimpel offers premium contacts for the direct correspondence with journalists. The production service studio creates engaging content and makes company stories tangible. news aktuell has been on the market since 1989 and currently employs over 135 people. The company is based in Hamburg. Additional offices are located in Berlin, Frankfurt, Munich and Düsseldorf.