Spending large sums of money on marketing deals with movie stars, athletes, or fashion icons is still common, but another strategy is becoming increasingly popular: influencers act as authentic brand ambassadors, reaching a wide audience and building trust among the target group. We’ll show you how thepublic\u00ae uses influencers in PR with the example of Germany’s most popular apple brand: Pink Lady! <\/strong><\/p>\n\n <\/p>\n\n How do we conduct influencer relations at thepublic?<\/strong><\/p>\n\n At thepublic\u00ae, we clearly define what the customer and we want to achieve together before starting a collaboration. Possible goals include increasing brand awareness, enhancing credibility, or promoting a new product. We then look for influencers who are a good fit for the brand and the goals. <\/p>\n\n One example is the influencer campaigns for our client Pink Lady\u00ae Europe. There are usually clear criteria: we are looking for influencers who primarily create content on the topics of cooking, health and fitness, or family. <\/p>\n\n What else do we pay attention to?<\/p>\n\n <\/p>\n\n The first contact with the influencer should ideally be made via a personal message or email. Alternatively, you can contact an influencer marketing agency that specializes in this area\u2014such as our partners at LookFamed. In your cover letter, you should briefly introduce the brand, explain why a partnership would be beneficial for both sides, and what you hope to gain from the collaboration. <\/p>\n\n A willingness to negotiate is essential, as influencers often have their own ideas and needs. Important points of negotiation include the type of content, the time frame of the campaign, remuneration, and any exclusive rights. <\/p>\n\n At Pink Lady, we often have to take into account that content (reels, images, or recipe suggestions) may be published on multiple platforms\u2014website, Instagram, TikTok\u2014and in different countries.<\/p>\n\n\n