PR Agencies, Influencers Team Up to Forge Authentic Connections

Insights from the PRCA MENA Annual Conference on Selecting Influencers, Authenticity, and Community-Driven Partnerships

The PRCA MENA Annual Conference brought together key industry players in the Gulf region to explore influencer collaborations. The conversation revolved around how influencers have reshaped the PR landscape. Oscar Wendel, Chairman of Global Stratalogues, moderated the discussion. He framed the evolving role of influencers in modern PR by commenting that managing influencers might be the most influential job of all.

See highlights of the PRCA MENA Panel Discussion: https://youtu.be/rFRvysdOQto
Highlights of Conference: https://youtu.be/hl_Layo80to?si=cGDuSkFUs8PFu1fA 

Judy Bakieh, Associate Integrated Communications Director at Gambit Communications, highlighted the importance of managing influencer collaborations with precision. “When you pick an influencer, you are not just getting their audience—you are getting the full package: their values, content direction, and authenticity,” she explained. This emphasis on authenticity emerged as a recurring theme. She further stressed the importance of aligning influencer selection with a brand’s ethos and target audience. “If you choose an influencer who has no credibility in your industry, the audience will not believe them,” she said. “For example, a beauty influencer talking about sports is not relatable, and their recommendations won’t resonate with the audience.”

Ricardo Amaral, Head of Marketing at PUMA Middle East, noted that influencer campaigns should feel organic and credible. “At Puma, we do not just jump on trends. We look for influencers who genuinely align with our brand values and objectives.” He distinguished between ‘influencers’ and ‘influential people’, as not every large following translates into meaningful engagement.

Authenticity must be authentic. “Maybe you can fake authenticity once or twice, but not in the long term,” Judy said. Platforms like TikTok are examples of raw, unpolished content resonating with audiences. “On TikTok, you see influencers showing real-life experiences, which makes them relatable and credible. That is what drives engagement and purchasing decisions.”

This focus on authenticity aligns with findings from Weber Shandwick’s recent report, “Building long-term, authentic relationships is key,” Ghaleb noted. “It is not just about the money; it is about mutual respect and shared values.”

The Balancing Act of Influencers, Clients, and Crises

According to Judy, one of the most challenging aspects of working with influencers is maintaining their creative freedom while aligning with brand messaging. “Clients need to understand that when they choose an influencer, they are opting for their entire creative approach,” she said. “You cannot stifle their creativity or force them to fit into a mold that does not align with their persona.”

Ghaleb reinforced the importance of collaboration between PR agencies, brands, and influencers. “As PR professionals, we act as matchmakers. Our role is to find influencers who align with a brand’s values and to ensure that the campaign reflects both the brand’s objectives and the influencer’s style.”

Speaking about crisis management, Judy pointed to potential pitfalls in influencer collaborations. “Sometimes, despite the best intentions, things do not go as planned.” She recalled instances where political or social issues led to the need for a ‘blackout phase’, during which brands and influencers temporarily paused their collaboration. “In such cases, knowing when to stay silent and when to speak is crucial,” she advised.

The conversation also touched on high-profile controversies, such as the fallout between Adidas and Kanye West. While these situations can be challenging, Judy said transparency and finding a path forward that minimizes reputational damage for both brand and influencer are key.

The Role of PR in a Changing Landscape

Throughout the discussion, the panelists highlighted the evolving role of PR agencies in managing influencer relationships. Ghaleb described agencies as an extension of a brand’s team, bridging the gap between clients and influencers. “Our job is to ensure that influencers can tell a brand’s story in a way that feels authentic and engaging,” he said.

Judy added that agencies are crucial in vetting influencers and ensuring that campaigns align with broader communication strategies. “It is about building trust—not just between the brand and the influencer, but also between the influencer and their audience,” she explained.

Ricardo shared Puma’s approach to fostering authentic connections through community-driven initiatives like Nitro track sessions and Run Club. “We do not just work with influencers; we build relationships with athletes and community members who share our passion for fitness,” he said. By focusing on organic relationships rather than paid sponsorships, Puma has created a loyal network of brand ambassadors who embody the company’s values.

Judy commended this approach, noting that such initiatives create deeper, more meaningful connections. “It is not just about transactions; it is about creating experiences and fostering genuine relationships.”

As the panel concluded, Judy reflected on the future of influencer collaborations in PR. She predicted that the demand for authenticity and relatability will continue to grow, with micro-influencers becoming increasingly important. “Audiences want real, relatable content. They want to see influencers they can trust, not just celebrities with massive followings.”

Ghaleb added that transparency and regulation will also shape the future of influencer marketing. “Governments are pushing for greater transparency, which is a positive development. It ensures that both brands and influencers are held accountable, ultimately benefiting the audience.”