Influencer relations
For part of the audience, creators are as important a source as newsrooms. A partnership only works, though, when the product genuinely fits what the creator makes and their audience matches the brand’s target. Followers can tell a one-off paid post from someone with no connection to the subject. So we build on long-term relationships, ambassadors and seeding products to creators who actually want them.
What we deliver
- Choosing creators by audience make-up, subject and credibility
- Product seeding and long-term ambassador partnerships
- Contracts with clear scope, content rights and disclosure rules
- Checking that partnerships are labelled under advertising rules
- Evaluating reach, audience quality and response
Audience matters more than follower count
Follower count says little. What decides is who those people are — age, country, interests — and whether they follow the creator for content related to the brand. A smaller creator with a tightly focused audience often reaches the target group more precisely than a celebrity.
Before any partnership we ask for audience statistics straight from the platform and look at engagement and comments. Sudden jumps in followers or unnaturally uniform comments are warning signs.
Partnerships must be disclosed
A paid partnership or a gifted product is a commercial relationship, and followers must see that straight away. Advertising rules apply — hidden advertising breaches both the law and the advertising code — and platforms have their own tools for labelling paid partnerships.
So disclosure rules go into the contract and are checked before posting. An undisclosed post harms both creator and brand more than it could ever earn.
Relationships here, performance at OMNIA MEDIA
OMNIA PR looks after relationships: long-term ambassadors, seeding, inviting creators to press events and partnerships that are about brand credibility. Performance campaigns with influencers — paid performance formats, affiliate and boosted posts — are run by our sister company OMNIA MEDIA.
Both are planned together so they do not overlap and creators hear from the brand with one voice.
Frequently asked
- Does an influencer partnership have to be disclosed?
- Yes. If the creator received money, a product or any other benefit for a post, it is a commercial communication and must be clearly labelled — for example with the platform’s paid-partnership tool or unambiguous wording at the start of the post. Hidden advertising breaches the law and the advertising code, and the advertiser shares responsibility.
- What do influencer partnerships cost?
- Creator fees vary with audience size and quality, format and length of partnership, and are shown separately. Send the inquiry form for a concrete proposal.
Related services
Press events and product launches
Press conferences, one-to-one briefings and product launches — prepared so journalists leave with a story, not just a goodie bag.
Read more →17Media relations and press office
Press releases, handling journalists’ questions and long-term relationships with newsrooms — so the company is covered accurately, on time and from its own material.
Read more →22Media monitoring and evaluation
What is said about the company and its competitors, where, in what tone and with which messages — and what it means for the next steps.
Read more →