LEWIS 360° – The blog of global communications agency, LEWIS PR

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The end of short-termism as we know it

shutterstock_170323379With the earnings period and DiCaprio’s latest flick on Wall Street’s culture both grabbing headlines, it appears fitting to bring up the concept of short-termism. Some argue that quarterly earnings create an obsession for short-term thinking – at the expense of a long-term visionary approach that characterises strong and stable leadership.

Investors want to see quick delivery on their money and analysts are scrutinising sales figures. As a result, corporate leaders have little choice but to respond quickly and deliver on their firms’ promises as quickly as possible.

This debate also applies to influencer relations. Here, the need is very much for long-term thinking. For a long time, PR has been a profession of short-termism. You get an interview or issue a piece of content and you expect coverage later that day.

While this thinking still has its applications, it needs to be married with its opposite. If opposites attract, this integrated model between media relations and influencer relations will create a very happy couple. Those organisations who will master both will have the edge. Simple as that.

Adopting a long-term mindset is not always easy and it doesn’t come naturally to all. A meeting with a think tank, academic or a politician will not give you an instant result (or at least not in the vast majority of cases). But the meeting will bear fruit with patience. Cultivating a relationship over time can result in an invitation to a panel discussion, research partnership, the opportunity to debate in parliament, or being featured in a book or report. Those results don’t happen overnight, but when they happen they matter.

The discussion is also less about you or what’s happening right this minute. Rather, it’s about the issues that matter to the broader public. This, too, doesn’t come naturally to many people but when the narrative is right and it flows, you can become a game changer.

So, as part of long-term thinking, start thinking today about your narrative and whether it matters to many of us.  If it does, you are in a very good place.

To build a picture of how influencer relations activity is prioritised within communications budgets, current approaches, opportunities and challenges of implementing an influencer relations program, we’re conducting a study. Please complete this short 2 minute survey to help shape this research. We will share our findings and conclusions in due course.

If you’re looking to develop your influencer relations strategy, read our 5-step action plan to maximise your influencer marketing activity.

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