PRmoment Podcast
PRmoment Podcast
May 7, 2019
Rax Lakhani talking about the business of influence on the PRmoment podcast
42 min

This week on the PRmoment podcast, in anticipation of our Influence of Influence conference on 15 May, I interviewed Rax Lakhani, freelance PR and social media consultant, about the current state of influencer marketing.

Here’s a summary of what Rax and I discussed:

[00:01:30] Why Rax turned his back on full-time PR agency employment and became a freelancer.

[00:04:56 ] Why Rax believes PR agencies have become incredibly good at commoditising what they do.

[00:06:22] Why Rax worries that PR sector is not embracing influencer marketing enough and how he thinks PR firms are getting influencer marketing wrong.

[00:07:55] Why ad agencies have forced the term influencer marketing onto PR – and we've just accepted it.

[00:10:22] Why the word influencer has become such a broad term – it's become meaningless.

[00:13:37] Why the multiple points of influence that most of us have, means that paid influencer marketing has a limited impact.

[00:14:13] Why Rax finds it offensive when influencers self define themselves as influencers.

[00:16:37] Why there is now no such thing as a YouTuber – all the channels are interrelated.

[00:18:51] Why PROs should have a different kind of relationship with influencers who are celebrities and those who are influencers because of their expertise.

[00:19:14] Why Rax believes PR should "overwhelmingly" never pay influencers.

[00:20:31] Why Rax believes PR should backtrack out of paid influencer campaigns.

[00:21:47] Why, bit by bit, Rax believes PR people are eroding and diluting the importance of what they do.

[00:22:16] Why margins are rubbish in paid media.

[00:23:38] Why, by entering the earned media space in influencer marketing, PR firms are devaluing their role.

[00:25:40] Why the increasing amount of regulation in the influencer marketing space should help earned posts.

[00:28:10] How to be good at influence relations, PR people have to be active to build relationships with influencers in that sector – there are no homogenous sector influencer lists; it depends on your brand, the age demographic, the target demographic, etc.  

[00:29:24 ] How PR people have become too fixated on where and who influencers are –  rather than how can we work with them.

[00:29:53] Why Rax uses none of the influencer mapping tools that are available.

[00:35:56] What are the influencer marketing KPIs that Rax recommends?

[00:39:09] Why the word ‘content’ annoys Rax.

[00:39:32] Why content is not king, it is merely a vehicle to help you reach your communications objectives.

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