Influencer relations have come a long way in the digital world. The days of the paper press kit, clipping services and hand-written notes are long gone and a plethora of social media, online and mobile channels such as Facebook, LinkedIn, Twitter, email and SMS have exploded on the scene. These new channels have changed the nature of “influence” and have made it both harder and easier to cultivate. 

Today’s PR professionals need to think about relationship building in the 24/7 digital age and start becoming true “behind the scenes” influencers across multiple channels. Additionally, as new channels are increasingly connecting us globally -- tightening social bonds and enabling people to maintain constant communications -- the need to reach influencers on their preferred channels is more important than ever. Coupled with recent statistics from Nielsen that found online users spend 22.7% of their time on social networking sites, PR pros can’t ignore new methods and channels for communication. 

But how, on a practical, day-to-day level can we build and maintain relationships in today’s fast-moving digital world? 

Here are a few guidelines on how to create lasting, impactful relationships with influencers today:

#1.) Do your research 

The number one reason reporters lambast PR professionals is that they haven’t done their research. Start your relationship building off on the right foot and make sure you know the correct name of your influencer. Find out if he prefers Michael or Mike or if she prefers Elizabeth or Liz. There is no quicker way to get your email deleted than to incorrectly address or misspell your recipient’s name. 

#2.) Pick your moment 

With influencers now working remotely from every corner of the world, it’s more important than ever to get the timing of your message right. Use online tools to research what time zone they’re in. Find out if they have a preferred time to be reached, and accommodate them.

3.) Pay attention

Influencers today are posting multiple articles 24/7 on their publications, blogs and social networks. Make sure you take the time to read their articles and focus your email or talking points on what they are interested in, not what you or your client is interested in. In your outreach be clear about how your client or news fits into their area of interest. Alternatively, bring up a recent story that resonated with you and tell them what you liked about their article and why. Starting with a compliment is a great way to start a relationship!

4.) Get to the point

In the age of email inbox overload, who wants to read another long-winded missive that takes three paragraphs to get to the point? Influencers get hundreds of emails and phone calls a day – so be upfront about what you are offering and do it in the first sentence or first minute of your conversation. 

5.) Get personal

Take the initiative and use social networks to find out what your influencers are personally interested in. Do you have any shared interests that you can bring up? Are they in a hip city or attending a cool conference you can ask about? Take a genuine interest in them and see what you can learn that might come in handy down the line.

6.) Offer help without asking anything in return

Think of all the times you ask influencers for something – for an interview, a byline, an article, a phone call, an in-person meeting at 6:00 a.m. in New York … But when was the last time you offered them something? Offer them helpful data points or information that you think will be useful to them and don’t ask for anything in return. Even if they don’t use what you sent, you may be the first person on their list when they have an opportunity to offer.

7.) Think creatively

The web is crowded – everyone is online and making noise. In such a jam-packed space, how can you ensure your messages stand out? Think creatively and think outside the box – email and the phone are only two ways to engage with influencers. Find which channels they prefer to engage on. Do they Tweet a million times a day? Would a Facebook message be a fast way to get a response? Could a LinkedIn thread spur a discussion? Can you send a text and find out if they’re in the neighborhood for lunch? Today’s relationships are built across multiple channels in real time.

Have you tried any of these tactics to engage influencers in the digital world? If you have any suggestions I’d love to hear about them. Let me know what you think, I look forward to your thoughts!

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