Influencer relations is a fairly recent addition to the marketing mix. Bloggers, YouTubers and social media personalities, or ‘influencers’ as they are collectively known, are presenting new opportunities for brands to reach customers on a more authentic level. At the same time, they are creating quite a lot of headaches as both sides navigate this new form of outreach marketing. This blog post is a guide to how to work with influencers based on my experience of working in the PR and media industries for 20 years, and more recently, as an award-winning travel blogger. Why work with influencers When your business is already juggling a PR and marketing plan…