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In today’s fast-moving digital world, the way brands communicate with their audiences is constantly evolving. One of the biggest shifts in recent years has been the rise of influencer marketing, a strategy that harnesses the credibility and reach of social media personalities to promote products and services. But while influencer marketing has become a powerful tool, it is not a replacement for traditional PR methods. Instead, it should be seen as part of the wider marketing mix - a complementary piece of the puzzle, rather than the whole picture.
Influencer marketing has seen exponential growth over the last decade. As consumers increasingly look to peers, content creators, and trusted figures for recommendations, brands have leveraged influencers to build credibility and engage with niche audiences in an authentic way. Platforms like Instagram, TikTok, and YouTube have given influencers the power to shape opinions, drive trends, and, crucially, build relationships with their followers.
The numbers speak for themselves. According to *Statista, ad spending on influencer marketing in the UK is expected to reach a whopping £930m in 2024, rising by a total of £434.6m (48.5%) to reach £1.3bn in 2029. With businesses investing more in influencer partnerships, this approach is clearly here to stay. But does this mean traditional PR is being left behind? Not at all.
Despite the rise of influencer marketing, traditional PR methods, such as press releases, media outreach, events, and thought leadership, still hold immense value. PR plays a vital role in shaping brand narratives, maintaining corporate reputation, and securing high-value media coverage in trusted publications. Unlike influencer marketing, which thrives on personality-driven promotion, PR strategies often focus on credibility, professionalism, and long-term brand positioning.
Press releases, for example, remain a key tool for communicating company news and product launches. They offer structure and authority, reaching journalists who can amplify messages to mass audiences through established media channels. Similarly, PR-driven media coverage often carries more weight when it comes to trust and influence, especially in industries where authority matters, such as finance, healthcare, and B2B sectors.
Rather than viewing influencer marketing and traditional PR as competing forces, brands should recognise their symbiotic relationship. When combined, these approaches can deliver a well-rounded and effective communications strategy. PR provides credibility and structure, while influencers add relatability and engagement.
For instance, a new product launch might involve a traditional press release sent to media outlets while simultaneously engaging influencers to create buzz on social media. This dual approach ensures both broad exposure and targeted reach, maximising the impact of the campaign. Similarly, PR teams can use influencers to reinforce key messages, while influencers benefit from the authority and legitimacy that PR coverage brings.
Successful brands understand that marketing is not a one-size-fits-all solution. Instead of relying solely on influencer marketing or traditional PR, businesses should take a blended approach, leveraging both strategies where appropriate. By doing so, they can ensure that their message is both credible and engaging, reaching the right people at the right time.
Influencer marketing isn’t replacing press releases or media relations - it’s another tool in the PR toolkit. By combining the credibility of traditional PR with the engagement of influencer marketing, brands can build stronger, more authentic connections with their audiences.
What’s your take on the role of influencer marketing in PR? Let us know!
Sources - Statistica
