Influencer relations: the new paradigm of public relations
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Keywords:
corporate communication, influencer relations, uses and gratification theory
Abstract
Digitalisation has become an integral part of people's daily lives, particularly with the significant impact of the COVID-19 pandemic. In the past, Public Relations (PR) primarily focused on public branding, catering mostly to a select audience. However, the rise of Digital Uses and Gratifications has led to a transformation in media dynamics, giving rise to a new paradigm known as Corporate Communications and Influencer Marketing. In this research, AI Machine learning and Pattern Analysis was employed to examine the patterns of the Influencer aspect within Public Relations. This emerging PR paradigm demonstrates the dynamic nature of the field as it expands to encompass new dimensions. Incorporating Influencer Relations to promote products requires integrating Corporate Communications skills to establish a thriving Influencer Relations industry. This highlights the evolving nature of PR in response to the changing media landscape, indicating the need for a comprehensive approach to harnessing the potential of digitalisation and Influencer Marketing in modern Public Relations practices.
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Gallagher, S. (2021). Influencer logic: How Influencer Relations Works. Journal of Professional Communication, 6(2).
Halff, G., & Gregory, A. (2014). Toward an historically informed Asian model of public relations. Public Relations Review, 40(3), 397–407.
Heller, M. (2016). Foucault, Discourse, and the Birth of British Public Relations. Enterprise & Society, 17(3), 651–677. https://doi.org/10.1017/eso.2015.101
Jin, S., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning.
L'Etang, J. (1999). The father of spin: Edward L. Bernays and the birth of public relations. Public Relations Review, 25(1), 123–124. https://doi.org/10.1016/S0363-8111(99)80133-7
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86(6), 93–115. https://doi.org/10.1177/00222429221102889
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226–251. https://doi.org/10.1007/s11747-021-00829-4
Lim, W. M., & Ting, D. H. (2012). E-shopping: An Analysis of the Uses and Gratifications Theory. Modern Applied Science, 6(5). https://doi.org/10.5539/mas.v6n5p48
Lolita, T. L. V. (2022). Characteristics of Influencer Relations: A Literature Review. Jurnal Ilmu Komunikasi, 20(3), 288. https://doi.org/10.31315/jik.v20i3.6898
Lonsdale, A. J., & North, A. C. (2011). Why do we listen to music? A uses and gratifications analysis. British Journal of Psychology, 102(1), 108–134. https://doi.org/10.1348/000712610X506831
Miric, M., Jia, N., & Huang, K. G. (2023). Using supervised machine learning for large‐scale classification in management research: The case for identifying artificial intelligence patents. Strategic Management Journal, 44(2), 491–519. https://doi.org/10.1002/smj.3441
Nations, D. (2017). What Is Social Media? Explaining the Big Trend. Lifewire.
Pang, A., Yingzhi Tan, E., Song-Qi Lim, R., Yue-Ming Kwan, T., & Bhardwaj Lakhanpal, P. (2016). Building effective relations with social media influencers in Singapore. Media Asia, 43(1), 56–68.
Polančič, G., & Orban, B. (2023). An experimental investigation of BPMN-based corporate communications modeling. Business Process Management Journal, 29(8), 1–24. https://doi.org/10.1108/BPMJ-08-2022-0362
Putranto, T., Suyanto, B., Ariadi, S., & Santos, R. (2021). The discourse of men's facial care products in Instagram from the Foucauldian perspective. Jurnal Studi Komunikasi, 5(1), 37–57.
Revolusi, P. (2022). The Construct Of New Media Communication Domain As Television Broadcast Mediamorphosis Output (Television Morphosis). International Journal of Environmental, Sustainability, and Social Science, 3(3). https://doi.org/10.38142/ijesss.v3i3.298
Rodríguez-Salcedo, N., & Watson, T. (2021). 2 Public relations origins and evolution: A global perspective. In Public Relations (pp. 23–44). De Gruyter. https://doi.org/10.1515/9783110554250-002
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Shan, Y., Chen, K.-J., & Lin, J.-S. (Elaine). (2020). When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590–610. https://doi.org/10.1080/02650487.2019.1678322
Smith, B. G., Golan, G., & Freberg, K. (2023). Influencer relations: Establishing the concept and process for public relations. Public Relations Review, 49(2), 102305. https://doi.org/10.1016/j.pubrev.2023.102305
Smith, B. G., Hallows, D., Vail, M., Burnett, A., & Porter, C. (2021). Social media conversion: lessons from faith-based social media influencers for public relations. Journal of Public Relations Research, 33(4), 231–249. https://doi.org/10.1080/1062726X.2021.2011728
Sommerfeldt, E. J., Yang, A., & Taylor, M. (2019). Public relations channel "repertoires": Exploring patterns of channel use in practice. Public Relations Review. https://doi.org/10.1016/j.pubrev.2019.101796
Sriramesh, K., Verčič, A., & Vercic, D. (2020). A world in crisis: the role of public relations. Corporate Communications: An International Journal.
Steyn, B. (2022). Model for developing corporate communication strategy. Communicare: Journal for Communication Studies in Africa, 19(2), 1–33. https://doi.org/10.36615/jcsa.v19i2.1871
Susilo, D. (2022). Teori Komunikasi: Kajian Interdispliner dalam Kajian Publik dan Kajian Media. Indomedia Pustaka.
Tkalac Verčič, A. (2021). The impact of employee engagement, organisational support and employer branding on internal communication satisfaction. Public Relations Review, 47(1), 102009. https://doi.org/10.1016/j.pubrev.2021.102009
Tuten, T. (2020). Social media marketing. Sage.
Van Heerden, G., & Rensburg, R. (2005). Public relations roles empirically verified among public relations practitioners in Africa. Communicare: Journal for Communication Sciences in Southern Africa, 24(1), 69–88.
Wellman, M. L. (2020). Trans-mediated parasocial relationships: Private Facebook groups foster influencer–follower connection. New Media & Society, 146144482095871. https://doi.org/10.1177/1461444820958719
Weng, H. W. (2018). The Art of Dakwah: social media, visual persuasion and the Islamist propagation of Felix Siauw. Indonesia and the Malay World, 46(34), 61–79. https://doi.org/10.1080/13639811.2018.1416757
Wimberly, C. (2021). The Birth of the Post-Truth Era: A Genealogy of Corporate Public Relations, Propaganda, and Trump. The Journal of Speculative Philosophy, 35(2), 130–146. https://doi.org/10.5325/jspecphil.35.2.0130
Xifra, J. (2020). Comunicación corporativa, relaciones públicas y gestión del riesgo reputacional en tiempos del Covid-19. El Profesional de La Información, 29(2). https://doi.org/10.3145/epi.2020.mar.20
Yadav, R., Sharma, S., & Tarhini, A. (2016). A multi-analytical approach to understand and predict the mobile commerce adoption. Journal of Enterprise Information Management. https://doi.org/10.1108/JEIM-04-2015-0034
Yaxley, H. M. L. (2012). Exploring the origins of careers in public relations. Public Relations Review, 38(3), 399–407. https://doi.org/10.1016/j.pubrev.2011.11.014
Yeo, S., & Pang, A. (2017). Asian multiculturalism in communication: Impact of culture in the practice of public relations in Singapore. Public Relations Review, 43(1), 112–122.
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers' narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122–142. https://doi.org/10.1016/j.jbusres.2021.05.011
Agatha, G., Susilo, D., & Juliadi, R. (2023). How did the company respond to reviews on twitter? Es teh indonesia’ case. Jurnal Studi Komunikasi, 7(1), 105–133. https://doi.org/10.25139/jsk.v7i1.6150
Akdeniz, E. (2020). Weber's charismatic leadership in times of crisis. Journal of International Social Research, 13(73).
Allagui, I., & Breslow, H. (2016). Social media for public relations: Lessons from four effective cases. Public Relations Review. https://doi.org/10.1016/j.pubrev.2015.12.001
Angelia, C. R., & Susilo, D. (2023). Endorser, influencer, instagram : imaji konsumsi di era digital. Indomedia Pustaka.
Awais, M., & Saleem, N. (2022). Uses and gratification analysis of the viewers of infotainment programs of pakistan. Gomal University Journal of Research, 38(03), 330–347. https://doi.org/10.51380/gujr-38-03-07
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers' hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/10.1016/j.jretconser.2022.103149
Basen, I. (2015). World War I and the birth of public relations. Journal of Professional Communication, 4(1). https://doi.org/10.15173/jpc.v4i1.2611
Bazarova, N. N., & Choi, Y. H. (2014). Self-disclosure in social media: Extending the functional approach to disclosure motivations and characteristics on social network sites. Journal of Communication. https://doi.org/10.1111/jcom.12106
Behl, A., Gaur, J., Pereira, V., Yadav, R., & Laker, B. (2022). Role of big data analytics capabilities to improve sustainable competitive advantage of MSME service firms during COVID-19 – A multi-theoretical approach. Journal of Business Research, 148, 378–389. https://doi.org/10.1016/j.jbusres.2022.05.009
Bisbe, M., Molner, E., & Jiménez, M. (2019). Public intellectuals, political satire and the birth of activist public relations: The case of Attic Comedy. Public Relations Review, 45(5), 101790. https://doi.org/10.1016/j.pubrev.2019.05.011
Boerman, S. C., & Müller, C. M. (2022). Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment. International Journal of Advertising, 41(1), 6–29. https://doi.org/10.1080/02650487.2021.1986256
Brunner, B., & Smallwood, A. (2019). Prioritising public interest in public relations: Public interest relations. Public Relations Inquiry, 8(3), 245–264.
Burger, B., Kanbach, D. K., Kraus, S., Breier, M., & Corvello, V. (2023). On the use of AI-based tools like ChatGPT to support management research. European Journal of Innovation Management, 26(7), 233–241. https://doi.org/10.1108/EJIM-02-2023-0156
Capurro, R., Fiorentino, R., Galeotti, R. M., & Garzella, S. (2023). The Impact of Digitalization and Sustainability on Governance Structures and Corporate Communication: A Cross-Industry and Cross-Country Approach. Sustainability, 15(3), 2064. https://doi.org/10.3390/su15032064
Cartwright, S., Liu, H., & Davies, I. A. (2022). Influencer marketing within business-to-business organisations. Industrial Marketing Management, 106, 338–350. https://doi.org/10.1016/j.indmarman.2022.09.007
Comenos, J. (2018). "How to determine if your brand should go with a celebrity endorser or influencer."
Coombs, W. T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review. https://doi.org/10.1057/palgrave.crr.1550049
Cordón-Benito, D., Maestro-Espínola, L., & Abuín-Vences, N. (2022). Comunicación Corporativa. Fonseca, Journal of Communication, 24, 163–182. https://doi.org/10.14201/fjc.28291
Cutlip, S., Center, A., & Broom, G. (2016). Effective Public Relations (9th ed.). Prenada Media Group.
Enke, N., & Borchers, N. S. (2019). Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. International Journal of Strategic Communication, 13(4), 261–277.
Fidler, R. (1997). Mediamorphosis: Understanding New Media. SAGE Publications, Inc. https://doi.org/10.4135/9781452233413
Gallagher, S. (2021). Influencer logic: How Influencer Relations Works. Journal of Professional Communication, 6(2).
Halff, G., & Gregory, A. (2014). Toward an historically informed Asian model of public relations. Public Relations Review, 40(3), 397–407.
Heller, M. (2016). Foucault, Discourse, and the Birth of British Public Relations. Enterprise & Society, 17(3), 651–677. https://doi.org/10.1017/eso.2015.101
Jin, S., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning.
L'Etang, J. (1999). The father of spin: Edward L. Bernays and the birth of public relations. Public Relations Review, 25(1), 123–124. https://doi.org/10.1016/S0363-8111(99)80133-7
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86(6), 93–115. https://doi.org/10.1177/00222429221102889
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226–251. https://doi.org/10.1007/s11747-021-00829-4
Lim, W. M., & Ting, D. H. (2012). E-shopping: An Analysis of the Uses and Gratifications Theory. Modern Applied Science, 6(5). https://doi.org/10.5539/mas.v6n5p48
Lolita, T. L. V. (2022). Characteristics of Influencer Relations: A Literature Review. Jurnal Ilmu Komunikasi, 20(3), 288. https://doi.org/10.31315/jik.v20i3.6898
Lonsdale, A. J., & North, A. C. (2011). Why do we listen to music? A uses and gratifications analysis. British Journal of Psychology, 102(1), 108–134. https://doi.org/10.1348/000712610X506831
Miric, M., Jia, N., & Huang, K. G. (2023). Using supervised machine learning for large‐scale classification in management research: The case for identifying artificial intelligence patents. Strategic Management Journal, 44(2), 491–519. https://doi.org/10.1002/smj.3441
Nations, D. (2017). What Is Social Media? Explaining the Big Trend. Lifewire.
Pang, A., Yingzhi Tan, E., Song-Qi Lim, R., Yue-Ming Kwan, T., & Bhardwaj Lakhanpal, P. (2016). Building effective relations with social media influencers in Singapore. Media Asia, 43(1), 56–68.
Polančič, G., & Orban, B. (2023). An experimental investigation of BPMN-based corporate communications modeling. Business Process Management Journal, 29(8), 1–24. https://doi.org/10.1108/BPMJ-08-2022-0362
Putranto, T., Suyanto, B., Ariadi, S., & Santos, R. (2021). The discourse of men's facial care products in Instagram from the Foucauldian perspective. Jurnal Studi Komunikasi, 5(1), 37–57.
Revolusi, P. (2022). The Construct Of New Media Communication Domain As Television Broadcast Mediamorphosis Output (Television Morphosis). International Journal of Environmental, Sustainability, and Social Science, 3(3). https://doi.org/10.38142/ijesss.v3i3.298
Rodríguez-Salcedo, N., & Watson, T. (2021). 2 Public relations origins and evolution: A global perspective. In Public Relations (pp. 23–44). De Gruyter. https://doi.org/10.1515/9783110554250-002
Santoso, N. R., & Negoro, S. H. (2019). Public relations and tourism: finding public relations' role in communicating tourist destination. Jurnal Studi Komunikasi, 3(2), 138–150.
Shan, Y., Chen, K.-J., & Lin, J.-S. (Elaine). (2020). When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590–610. https://doi.org/10.1080/02650487.2019.1678322
Smith, B. G., Golan, G., & Freberg, K. (2023). Influencer relations: Establishing the concept and process for public relations. Public Relations Review, 49(2), 102305. https://doi.org/10.1016/j.pubrev.2023.102305
Smith, B. G., Hallows, D., Vail, M., Burnett, A., & Porter, C. (2021). Social media conversion: lessons from faith-based social media influencers for public relations. Journal of Public Relations Research, 33(4), 231–249. https://doi.org/10.1080/1062726X.2021.2011728
Sommerfeldt, E. J., Yang, A., & Taylor, M. (2019). Public relations channel "repertoires": Exploring patterns of channel use in practice. Public Relations Review. https://doi.org/10.1016/j.pubrev.2019.101796
Sriramesh, K., Verčič, A., & Vercic, D. (2020). A world in crisis: the role of public relations. Corporate Communications: An International Journal.
Steyn, B. (2022). Model for developing corporate communication strategy. Communicare: Journal for Communication Studies in Africa, 19(2), 1–33. https://doi.org/10.36615/jcsa.v19i2.1871
Susilo, D. (2022). Teori Komunikasi: Kajian Interdispliner dalam Kajian Publik dan Kajian Media. Indomedia Pustaka.
Tkalac Verčič, A. (2021). The impact of employee engagement, organisational support and employer branding on internal communication satisfaction. Public Relations Review, 47(1), 102009. https://doi.org/10.1016/j.pubrev.2021.102009
Tuten, T. (2020). Social media marketing. Sage.
Van Heerden, G., & Rensburg, R. (2005). Public relations roles empirically verified among public relations practitioners in Africa. Communicare: Journal for Communication Sciences in Southern Africa, 24(1), 69–88.
Wellman, M. L. (2020). Trans-mediated parasocial relationships: Private Facebook groups foster influencer–follower connection. New Media & Society, 146144482095871. https://doi.org/10.1177/1461444820958719
Weng, H. W. (2018). The Art of Dakwah: social media, visual persuasion and the Islamist propagation of Felix Siauw. Indonesia and the Malay World, 46(34), 61–79. https://doi.org/10.1080/13639811.2018.1416757
Wimberly, C. (2021). The Birth of the Post-Truth Era: A Genealogy of Corporate Public Relations, Propaganda, and Trump. The Journal of Speculative Philosophy, 35(2), 130–146. https://doi.org/10.5325/jspecphil.35.2.0130
Xifra, J. (2020). Comunicación corporativa, relaciones públicas y gestión del riesgo reputacional en tiempos del Covid-19. El Profesional de La Información, 29(2). https://doi.org/10.3145/epi.2020.mar.20
Yadav, R., Sharma, S., & Tarhini, A. (2016). A multi-analytical approach to understand and predict the mobile commerce adoption. Journal of Enterprise Information Management. https://doi.org/10.1108/JEIM-04-2015-0034
Yaxley, H. M. L. (2012). Exploring the origins of careers in public relations. Public Relations Review, 38(3), 399–407. https://doi.org/10.1016/j.pubrev.2011.11.014
Yeo, S., & Pang, A. (2017). Asian multiculturalism in communication: Impact of culture in the practice of public relations in Singapore. Public Relations Review, 43(1), 112–122.
Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers' narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122–142. https://doi.org/10.1016/j.jbusres.2021.05.011
Published
2023-07-29
How to Cite
Sumandiyar, A., Smith, J. C. M., Syahr, Z. H. A., Husain, M. N., & Suharyanto, A. (2023). Influencer relations: the new paradigm of public relations. Jurnal Studi Komunikasi, 7(2), 401 - 416. https://doi.org/10.25139/jsk.v7i2.6688
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