Influence with Responsibility: Navigating an Evolving Communications Landscape

First Published here: https://prcai.org/cms/images/PRCI-Brochure_PRlogue-2023.pdf

Digital platforms and social media have not merely revolutionized how we communicate and disseminate information, but it has also created a shift in Public Relations and Communications as an industry. The modern-day storytellers or influencers as we have coined them have harnessed the strength of their narratives, grasp on a subject and have intertwined these with personal anecdotes and emotional appeal that makes them relatable to their audience. Wielding their influence to impact not just consumer choices, but even matters of policy, news, and advocacy, as the social media landscape evolves, it becomes imperative to understand the implications of this phenomenon on both the PR industry and the wider society.

Social Media, Rise of Influencers & changing Communications landscape

As on date we have seen influencers who have carved credibility of their opinion and knowledge with focused storytelling and built their content with personal experiences, anecdotes, and emotions making their narrative personal and relatable for everyone. Influencers are no longer only limited to lifestyle and fashion; they are also valued for their knowledge and deep understanding of various subjects. Even the data supports this, for example as per a study by the UK-based Reuters Institute, of the 94000 respondents that were interviewed almost 55% of TikTok, Snapchat, and Instagram users rely on “personalities” for their news consumption. This trend is more prominent amongst younger users. In comparison, 33-42% of users on these platforms turn to mainstream media outlets and journalists for news.

Earlier this year Prajakta Koli was chosen among the six YouTube influencers to cover the World Economic Forum 2023 (WEF 2023) at Davos. Leading content creators Dolly Singh and Kusha Kapila also graced the Cannes red carpet this year along with a slew of celebrities. A London School of Economics study done for BBC confirms that influencers can reach audiences that traditional media is unable to tap into or does not have much influence with.

Is it scary that influencers today are also reaching their audiences on important matters including policy, news, and advocacy? I’d say it is, but it is important to acknowledge that influencers have ushered in a new era of storytelling in the PR landscape. Similarly, it is also important for the audience to be able to make a distinction between the authenticity of the influencer’s opinions and whether ethical practices have been maintained in voicing their opinion. Moderated content is no longer viable, and fact-checks are passé.

During the worst phases of COVID various influencers created content to spread and amplify messages related to public health and safety. While most of these influencers created content for their own handles,
governments across the globe, UN and related bodies, health councils, etc. also appealed to the influencers to spread the right information and quash disinformation.

Kusha Kapila known for her satirical and humorous content, used her platform to create engaging and relatable content that conveyed important messages about COVID-19 safety protocols while still keeping
the tone lighthearted. Through a series of short videos and memes, she effectively communicated the seriousness of the pandemic while encouraging people to wear masks, practice social distancing, and stay
informed. Similarly, Sonu Sood also received massive applause for his efforts in safely transporting people to their homes, while also spreading the message of positivity, and community and yet maintaining social
distance.

Round-up and Conclusion

WEF and COVID-19 are milestone events and highlight the rising popularity of influencers not only as subject matter experts but also how audiences today consume content. Today influencers are not merely
content creators but are trusted purveyors of information. As the landscape continues to evolve and influencers continue to tackle complex subjects with personal flair and ability to engage with their
audience and amplify critical messages, it is important that all creators are genuine with their representation of stories and experiences which will help both the consumer and brands harness the power of these partnerships. As we navigate this evolving terrain, one thing remains clear: the rise of influencers is not just a trend, but a seismic shift that demands a discerning eye, an informed mind, and a commitment to harnessing the transformative power of digital influence. It is no more fun, publicity and money-the job of an influencer is a responsibility and therefore they should create content that is honest, authentic, and relatable.