London,
22
October
2019
|
09:29
Europe/London

#FuturePRoof publishes guide to influencer marketing governance for PR

New guidance on influencer marketing - currently estimated to be worth £4.5 billion - has been published as the Chartered Institute of Public Relations (CIPR) announce a forthcoming Influencer Relations Panel.

The guidance - published by #FuturePRoof - is designed for public relations practitioners and influencers themselves and includes practical advice on media law as well as information from advertising, marketing and public relations professionals.

‘We’re All Influencers Now’ -  co-authored by Stephen Waddington, Managing Director at Metia and Scott Guthrie, independent influencer marketing consultant - highlights best practice and addresses the need for influencer marketing governance in public relations.

Scott Guthrie MCIPR, Influencer Marketing Consultant
The public relations industry has been slow to offer leadership on influencer marketing to practitioners and influencers. We’ve been here before with search engine optimisation (SEO), social media, and content marketing. It’s important that PR doesn’t miss out again.
Scott Guthrie MCIPR, Influencer Marketing Consultant
Deb Sharratt, Chart.PR, MCIPR Independent Practitioner & CIPR Council Member
We recognise that influencer marketing as part of public relations activity can have a big impact on an organisation’s reputation and getting it right ethically and legally can be a challenge.

Within CIPR we are creating an Influencer Relations Panel to lead the exploration of the impact of influencer marketing on public relations and the wider business community. The panel will collaborate with other industry bodies and regulators to not only define and build awareness of the importance of best practice, but also educate, encourage and support members and the industry in adopting this best practice as professional practitioners.
Deb Sharratt, Chart.PR, MCIPR Independent Practitioner & CIPR Council Member

The #FuturePRoof guidance includes contributions from Jake O’Neill, Senior Marketing Manager at Vuelio; Rupa Shah, Founder and Director of Hashtag Ad Consulting; and Andrew Terry, Partner and Head of Intellectual Property & Media, Eversheds Sutherland.

Reading the guide is worth 5 CPD points.

For information on CIPR's Influencer Relations Panel contact co-Chairs, Deb Sharratt or Anne-Marie Lacey.

Notes to editors

About the Chartered Institute of Public Relations

Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the Royal Chartered professional body for public relations practitioners in the UK and overseas. The CIPR is by far the biggest member organisation for PR practitioners outside of North America. By size of turnover and number of individually registered members, we are the leading representative body for the PR profession and industry in Europe.

The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).