Brands' Influencer Communication Strategies: A Qualitative Study from the Perspective of Public Relations Professionals

Yıl 2025, Sayı: 71, 133 - 152, 24.11.2025

Birgül Üstünbaş Erdoğan

https://doi.org/10.47998/ikad.1754304

Öz

In the digital era, brands’ pursuit of effective communication with their target audiences has reshaped public relations practices
and positioned social media influencers as key actors in this process. Consequently, influencer communication emerges as a
strategic tool for increasing brand visibility and fostering more authentic relationships with audiences. This study examines brands’
influencer communication strategies from a public relations perspective, investigating how they are integrated into PR activities
and structured through specific implementation practices. Designed with a qualitative research method, the study conducted
semi-structured interviews with ten public relations professionals from agencies that are members of the Communication
Consultancies Association of Türkiye (İDA). According to the findings, influencers are primarily described as trust-building figures
and brand spokespersons. Their integration into public relations activities is mainly driven by the need for sincere communication
with the target audience, trust enhancement, and increased digital visibility. In influencer selection, the most emphasized criteria
are alignment with the target audience, content quality and authenticity, and the reliability of the follower base. Corporate
reputation management, event management, and marketing communication emerge as the key application areas; campaign
effectiveness is measured using digital metrics such as engagement rates, views, and reach. Instagram stands out as the most
preferred platform. In campaigns, content is produced through the strategic stages of briefing, idea exchange, and alignment, with
brands playing a guiding role.

Anahtar Kelimeler

Digital Communication , Influencer Communication , Strategic Communication , Public Relations Practices , Public Relations Methods and Tools

Markaların Influencer İletişimi Stratejileri: Halkla İlişkiler Uzmanlarının Perspektifinden Nitel Bir Araştırma

Öz

Günümüzde markaların dijital ortamlarda hedef kitleleriyle etkili iletişim kurma arayışı, halkla ilişkiler uygulamalarını
yeniden şekillendirmiş ve sosyal medya etkileyicilerini bu sürecin önemli aktörleri hâline getirmiştir. Bu doğrultuda
influencer iletişimi, markaların görünürlük kazanması ve hedef kitlelerle daha samimi ilişkiler geliştirmesi için stratejik
bir araç olarak öne çıkmaktadır. Bu çalışma, markaların influencer iletişimi stratejilerini halkla ilişkiler perspektifinden
incelemeyi amaçlamaktadır. Markaların influencer iletişimini halkla ilişkiler stratejileriyle nasıl bütünleştirdiği ve bu
süreci hangi uygulama biçimleri doğrultusunda yapılandırdığı araştırılmaktadır. Nitel araştırma yöntemiyle tasarlanan
çalışmada, İletişim Danışmanlığı Şirketleri Derneği’ne (İDA) üye olan ajanslar içerisinden 10 (on) halkla ilişkiler profesyoneli
ile yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Bulgulara göre influencerlar, markalar için en çok güven inşa eden
ve marka sözcüsü gibi işlevlerle tanımlanmakta; halkla ilişkiler faaliyetlerine entegre edilmelerinin temel nedeni olarak
hedef kitleyle samimi iletişim, güven artırma ve dijital görünürlük ihtiyacı öne çıkmaktadır. Influencer seçiminde en çok
hedef kitle uyumu, içerik kalitesi ve özgünlük ile takipçi güvenilirliği dikkate alınmaktadır. Kurumsal itibar yönetimi, etkinlik
yönetimi ve pazarlama iletişimi öne çıkan uygulama alanları olurken, kampanya etkinliğinin ölçümlenmesinde etkileşim
oranı, görüntülenme ve erişim sayıları gibi dijital metriklerin kullanıldığı görülmektedir. En çok tercih edilen platform
ise Instagram’dır. Kampanyalarda içerik üretim süreci stratejik biçimde brief, fikir alışverişi ve uyum aşamalarından
geçmekte; markalar yönlendirici bir rol üstlenmektedir.

Anahtar Kelimeler

Dijital İletişim , Influencer İletişimi , Stratejik İletişim , Halkla İlişkiler Uygulamaları , Halkla İlişkiler Yöntem ve Araçları

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