In this '7 Questions' series, Eileen Kang, Account Executive at Blue Totem Communications shares what it's like to be an influencer and a PR practitioner at the same time.
Working with social media influencers, also called content creators or key opinion leaders (KOLs), has become part and parcel of a public relations (PR) agency’s work in the constantly changing media ecosystem.
It's a special kind of privilege to have an insider who helps bridge the gap between the evolving role of influencers and content creators in storytelling for audiences.
For most of the day, Eileen Kang works as an account executive with Blue Totem, handling various accounts such as 7-Eleven, Yahoo, and LRN among others. Yet the bubbly and energetic PR practitioner, who’s been with the team since 2023, also works on the side as a nano-influencer under the handle @eileenkhl.
How it started
Eileen’s foray into content creation was “accidental” and began in early 2022 during her internship at another agency. “I was organising an event for a client and needed to source for a digital name card vendor, which was actually the very first brand I worked with and will always remember… one of the brands I interacted with reached out and offered to engage me for a paid post. I thought, ‘Why not give it a shot?’ I had no idea that simple decision would kick off a whole new journey for me.”
Not wanting to limit herself to one category, Eileen today works with a diverse range of brands – from food and beauty to travel.
Part of this stems from a strategic decision. “These days, if you’re set on focusing on just one niche, you would need a highly curated feed to catch the brands' eyes. For me, the variety keeps things fresh and exciting while allowing me to connect with different audiences and opportunities,” she shares.
In “7 Questions”, Eileen shares how her work in PR and content creation feed into one another, some common misconceptions, and how businesses – including business-to-business (B2B) brands – can strategically work with influencers to fuel their goals.
7 Questions with Eileen Kang: Being a PR Practitioner and an Influencer
What made you decide to take the leap into PR?
I’ve always been drawn to a fast-paced and dynamic work environment. From a young age, I knew a typical 9-to-5 deskbound job wasn’t for me. I wanted a career that would let me tap into my creativity and constantly challenge my thinking.
I used to notice MRT and bus ads, or newspaper articles and online news, and wonder about their creation. I’d think about how these ads came to be, their messaging, and especially the design and aesthetics. I’d often find myself asking, “How do brands get their ads out there?”, “How do they get featured on these sites?” and now I’m excited to say I know the answer and am part of that process.
PR, with its many facets — from working with the media and influencers to handling events and award nominations — offers endless opportunities for learning and growth. There’s always something new to learn, and helping clients seize moments in the spotlight gives me a huge sense of accomplishment. I can confidently say that I am happy to be doing what I’m doing, especially at a place that gives me the autonomy to explore the areas I am interested in and to continue learning and growing.
Are there any misconceptions about influencers that you’d like to dispel?
From the perspective of both a content creator and a PR practitioner, there are a few key misconceptions about influencers/influencer marketing that are worth addressing.
First: Being an influencer is just about posting glamorous photos and getting free products. In reality, it’s a lot more work than that. Every post requires careful planning, creativity, and effort to make sure it resonates with the audience and aligns with the brand’s messaging. It’s about crafting content that feels fresh and engaging and involves significant behind-the-scenes work.
Second: There’s this notion that more followers equals more value for brands. That’s not entirely accurate. Today, the quality of engagement is far more important than just the follower count. Metrics like audience demographics, engagement rates, reach, and impressions play a crucial role, too. The most effective influencers are those who have a genuinely engaged audience that aligns with the brand’s niche and values, not just those with the highest follower numbers.
Third: There’s a misconception that influencer marketing can only be effective for business-to-consumer (B2C) companies. It can actually be a powerful tool for B2B brands as well. By partnering with industry thought leaders and niche experts, B2B companies can boost their credibility, grow their professional networks and create meaningful connections with potential clients and industry partners. Platforms like LinkedIn are ideal for this, allowing companies to amplify their messaging and reach engaged professional audiences, driving business growth. The power of word-of-mouth and authentic endorsements should not be underestimated, whether for B2C or B2B industries.
Based on your experience, are there any parallels between being an influencer and being in PR?
Definitely. At the heart of both roles is storytelling. For content creators, it's about sharing personal stories and experiences to build trust and engage their audience. PR practitioners, on the other hand, craft compelling narratives to promote their clients' brands and values. In both cases, effective storytelling is crucial to capturing attention.
Another similar aspect is reputation management. Influencers need to be mindful of their personal brand and how their actions affect their online and offline reputation. Similarly, PR professionals work diligently to manage their client's public image and navigate any potential crises that might arise. In both roles, maintaining a positive and authentic image is key.
Both roles hinge on cultivating and maintaining strong relationships too. As influencers work to build genuine connections with their audience to foster trust and loyalty, PR practitioners are also constantly focused on developing and nurturing relationships with media, clients, and stakeholders.
As an influencer yourself, has this given you a unique or richer perspective on dealing with KOLs in PR campaigns? Could you share how this has helped you?
My experience as an influencer has definitely provided me with a unique and richer perspective on working with KOLs in PR campaigns.
Having been on the other side of the collaboration table, I understand the needs and value of influencers in a partnership. This empathy allows me to approach KOLs with a more personalised strategy, focusing on authentic and meaningful collaboration rather than just transactional interactions. I prioritise fostering genuine relationships that go beyond one-off campaigns. It also helps me balance the expectations of both parties, facilitating clear communication about deliverables, timelines, and campaign goals, so that both the brand and the influencer are aligned and set up for success.
Being actively involved in the influencer space also means I’m constantly exposed to and engaged with current content trends. This helps me greatly in ideating content for our clients, where I can better pinpoint what’s trending, crafting and suggesting engaging and relevant ideas.
As an influencer and a PR practitioner, how are KOLs important in helping a brand achieve its PR goals?
As both an influencer and a PR practitioner, I’ve witnessed how KOLs can bridge the gap between a brand and its target audience in a way that traditional advertising alone can't.
Although KOL fatigue may come creeping in at times, the most effective KOLs have cultivated strong relationships with their followers, built on trust and authenticity. When they endorse a product or brand, their recommendations are seen as genuine and credible. This can significantly enhance a brand's reputation and foster trust among potential customers. Additionally, different KOLs have different niches and audiences. By partnering with the right profiles, brands can reach specific demographics more effectively.
KOLs also help present the brand in a relatable and attractive way when they produce engaging, organic content that resonates with their followers. Brands can also gather valuable feedback from KOLs' engagements in real-time as KOLs usually spark conversations and interactions through their posts and live sessions. The insights they offer can immediately inform future PR strategies and help refine the brand’s messaging to better align with audience expectations.
When is it appropriate or strategic for a brand to work with a KOL? What should they consider?
Partnering with a KOL is a great move when launching a new product or service, as they can quickly generate buzz and build credibility for the brand. It’s also a great strategy if the brand’s goal is to drive specific actions pertaining to conversions like increasing purchases or even boosting event attendance.
Working with a KOL not only amplifies your brand’s visibility but also creates genuine interactions with their audience. To make sure the partnership is a good fit, check that the KOL profile matches the intended target audience’s interests and demographics, as well as the brand’s values and reputation. Additionally, consider their recent collaborations and if they’ve worked with competing brands in the past 3 to 6 months. It’s also useful to evaluate their engagement rates and how well their previous collaborations have performed to gauge how effectively they can foster impact among their audiences.
There are tools that can help you check for the above and measure them accurately, but these subscriptions can be costly for brands for whom influencer marketing is only one of several ways they reach out to their audiences. Partnering with an agency that has access to these tools and uses them for their services across a wide variety of clients might be cost-efficient and effective.
How should a brand best approach a KOL? Any do’s and don’ts?
When approaching a KOL, it’s important to be strategic and respectful to foster a successful partnership. Personalise your outreach to show genuine interest in working with them. Clearly outline what you’re offering, including the scope of work, deliverables, goals and expectations, so better and informed decisions can be made on both ends.
Most importantly, allow influencers or content creators the creative freedom to stay authentic, and respect their expertise by being open to their suggestions and ideas. Strive to balance the brand voice and content goals with their own unique style to maintain authenticity and resonate with their audiences.
Contacting influencers easily comes to mind for any brand that wants to generate buzz. Having come from both sides of the fence, I can say that working with a PR agency to engage influencers is especially helpful for brands that want to maximise the potential of their influencer outreach, whether for one-off events or longer campaigns. They can help provide strategic guidance in developing the most effective messaging for your target audience and help measure performance. At a time when audiences are becoming more discerning about the content they consume, a PR agency can help you make informed decisions in engaging the right influencers that genuinely resonate with your target audience and find ways to creatively and authentically create engaging content.
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Interested in working with influencers for an upcoming product launch or campaign? Blue Totem Communications has formed trusted partnerships with influencers in Singapore and Malaysia, and has helped brands connect with the most credible and suitable influencers that provide impact and enhance your brand’s message. Ensure success in your digital strategy and see potent results with the right influencer collaborations. Get in touch with us at bluetotem.co/contact-us today.
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