Swiss PR experts find influencers important, but rarely rely on them themselves
Although influencer PR is highly touted among Swiss media spokespeople, it plays only a minor role in their own media relations. According to the latest PR Trend Monitor, one in two PR professionals considers influencers unimportant for their company’s communications.
Many media outlets still make little use of influencers for their own PR purposes. This was the result of the latest survey by sda-subsidiary news aktuell and Faktenkontor. Around 180 specialists and managers from Swiss media outlets took part in the PR Trend Monitor. A large majority of respondents believe that celebrities, industry experts, bloggers and other opinion leaders will become increasingly important for corporate communications in the future (79%). Only one percent see influencer PR on the decline in the future.
Despite this, only a few media spokespeople use influencers in practice as a mouthpiece for their corporate messages. Half of those surveyed stated that influencer PR is unimportant (42%) or completely unimportant (8%) in their company. Nevertheless, 40 percent of respondents consider collaboration with opinion leaders to be important for their own media work.
