Brandnation dives into the relationship between PR and influencer marketing, exploring how to integrate both into your marketing strategy to generate reach and revenue.
Public relations and marketing have an interesting relationship.
Traditionally, public relations concerns earned media. It’s the art of creating newsworthy stories that people want to talk about. In contrast, marketing’s remit often involves paid media, with placements from billboards to Instagram ads.
These days, the rise of social media and with it, social media influencers, means the line between PR and marketing has blurred. Now we have influencer marketing, a relatively new discipline by which brands activate social media users with followings to grow spheres of influence.
“A successful influencer strategy will involve collaborating with creators who align with the brand, tapping into their audience however big or small to drive engagement and reach.” says Brandnation’s Influencer Account Director, Harriet Poole.
PR and influencer marketing naturally align as both use storytelling and content to communicate a brand message. The two make for a powerful duo if used correctly, paving new pathways for brand impact. So, how can brands integrate them to drive better results?
Lead with a creative, culturally relevant angle
Image: Brandnation devised ‘The UK’s Most Remote Gig’ for outdoor clothing brand Columbia.
Storytelling is the pulse of both PR and influencer marketing campaigns. Leading with an idea that sparks interest, engages emotions, or taps into cultural moments makes your message far more memorable. When influencers are integrated into the narrative, they become powerful amplifiers, bringing your story to life across their channels.
Start by crafting a creative concept that is timely, newsworthy, and authentic to your brand. Influencers then act as trusted voices, sharing that story with their audiences in an organic and relatable way. The key is ensuring the influencer’s content feels like an extension of your core PR message, rather than a disjointed promotion.
Brandnation is driven by our Creativity. Multiplied. philosophy – the belief that bold ideas, amplified intelligently, create maximum brand impact. With roots in PR, an approach led by creative storytelling comes naturally to us and time and time again, it proves incredibly effective.
When outdoor clothing brand Columbia wanted to connect with hikers across the UK, Brandnation created ‘The UK’s Most Remote Gig‘. We tapped into audience interests in music and outdoors, creating a culturally relevant campaign that generated cross-channel engagement.
Hikers climbed deep into the Snowdonia mountains to reach an intimate, acoustic gig in a natural amphitheatre. The story’s uniqueness captured attention, while influencers documenting their hiking journey ensured social platforms were filled with engaging content that extended the campaign’s reach.
A storytelling-first approach gives campaigns depth, making them memorable long after the initial coverage.
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Use influencer partnerships to create newsworthy stories
Image: Saucony partnered with the youngest ever Ironman 70.3 World Champion, Rico Bogen.
Influencer marketing provides a powerful way to create the kind of content that media outlets want to write about. By collaborating with influencers to craft unique experiences or insights, brands can generate engaging narratives that naturally attract press coverage.
The trick is finding influencers who align with your brand’s values and can authentically deliver your message in a way that sparks interest. Whether it’s partnering with experts, creators, or industry insiders, these collaborations should provide value to both the influencer’s audience and journalists seeking compelling stories.
When Saucony partnered with triathlete Rico Bogen, Brandnation positioned the athlete’s journey and mindset as the story. A video series shot in Bogen’s hometown showcased his rigorous training regime and highlighted his emotional connection to the sport. This personal, authentic content gave journalists a compelling angle to cover the partnership.
Leveraging influencers in this way enhances PR moments, ensuring your story is covered from multiple angles and engaging wider audiences.
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Amplify a PR moment through influencer marketing
Image: Spa Ceylon won over 25 international awards in a year – a strategic PR moment worth capitalising on.
When you secure a major PR win, influencer marketing can maximise its impact. By strategically activating influencers to talk about the achievement, brands can extend its lifespan and reach.
“Brands can use influencers to build momentum around the news, for example, to share product reviews and personal endorsements,” says Brandnation’s Head of PR, Sarah Hugill. “This generates sustained energy across platforms for greater impact.”
For example, when ayurvedic wellness brand Spa Ceylon won over 25 international beauty awards in a year, Brandnation ensured the celebration didn’t stop there.
Influencers were delivered award-winning products, sharing their experiences online and showcasing the brand’s credibility to their audiences. At the same time, Spa Ceylon’s founders were positioned as expert voices in the wellness industry, securing valuable media coverage that reinforced the brand’s status as an industry leader.
Amplifying PR wins with influencer marketing boosts visibility, drives engagement, and helps translate media success into consumer trust and sales.
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Host events with influencers and journalists for cross-channel impact
Image: Brandnation hosted influencers and journalists in Paris and London to celebrate beauty brand Oriflame’s new fragrance launch.
Events have long been a PR pillar, though historically, journalists have been kept separate from influencers. As brands have cottoned on to the opportunity of combining press and influencer events, it’s since become commonplace to see influencers and journalists in the same room.
A dual-hosted event ensures the impact extends beyond a one-off, in-person experience into multi-channel digital permanence. By inviting both influencers and journalists, brands can generate news coverage and social content that resonates at scale from a single investment.
Curate experiences that provide influencers and journalists with highly shareable content moments. Personal touches like branded spaces, exclusive previews, or interactive elements encourage people to post organically.
Ahead of beauty and wellness brand Oriflame’s fragrance launch, Brandnation orchestrated an immersive two-day influencer experience in Paris. Influencers shared everything from their welcome gifts to the finer details at an exclusive ‘Secret Cherry Party,’ generating social engagement before the product even hit shelves. The campaign sparked pre-launch excitement and maintained momentum with influencer-driven content extending into key markets worldwide.
Combining influencers with PR events amplifies both social engagement and traditional media coverage. Influencer content brings the experience to life for audiences, extending the event’s impact far beyond those in attendance.
PR and influencer marketing each hold their own strengths, but when combined, they drive both media coverage and meaningful audience engagement across multiple touchpoints. By blending creative storytelling, influencer collaboration, and strategic amplification, brands can access pathways to powerful results that go beyond traditional marketing methods.
Want to know how we can help your brand through our Creativity. Multiplied. philosophy? Check out more of our work or get in touch.
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
