Public relations specialists is defined as someone who is hired to build and maintain a positive public image for a company or organization. They create media, from press releases to social media messages, that shape public opinion of the company or organization and increase awareness of its brand. This is usually done by a famous person who is reputable and valued.
In other words, business owners look for reputable people to represent their business based on the values their brand is known for and to spread the word to their network of supporters.
Social media has slightly changed the concept of public relations. In most cases, your popularity, skill level and following can earn you a spot on a PR team and not your fame or sphere of influence. Business owners take risks instead of doing calculated research and give free products, sometimes offering an extra incentive in hopes this risk will translate into sales.
More often than not, it results in a dramatic rant on social media by influencers and business owners whose expectations were not met. A failure to communicate tarnishes the name of the brand and the influencer whom both have a following of loyal supporters. Often times they realize that neither party was compatible before the partnership began. A due diligence must be done to determine the compatibility of brand and influence.
Is their sphere of influence complimentary to the brand's target market? What kind of morals does the influencer have? What is the person's dedication, perseverance, loyalty and/or work ethics? Most of this information can be found on a person's page or through observation of their on-line interactions. A telephone interview would also be beneficial.
They say, if you fail to plan, then plan to fail. But for a true boss, failure is never an option. So, I say if you fail to plan, plan to work a lot harder. I encourage business owners to do some private research on the people that publicly represent their brand. It can make a big difference in what you gain and/or what you lose.