How to Build Lasting Influencer Relationships – Both Online and IRL
by Kristin Hoberman
Influencer relationships are essential for any successful PR strategy. But behind every seamless partnership or viral piece of content is a thoughtfully nurtured connection that often starts online and deepens in real life. Whether you’re emailing or chatting face-to-face at an event, building authentic influencer relationships requires intention, personalization, and follow-through. Here’s my approach to building these relationships!
1. Start with Thoughtful Outreach (and Make It Personal)
When pitching influencers online, generic outreach won’t cut it. Influencers receive countless messages a day, and your note should stand out not because of flashy subject lines, but because of genuine connection. That starts with research and review of their brand and who they target regarding their products, brand partnerships, and more!
Find and include personal details wherever possible:
- Mention their kids’ names or ages (if they share that online) within your outreach
- Reference a recent video or post that resonated with you or could align with the products/brand you are sending to them
- Call out their style or values that resonates with your brand so you can build a connection on that
This level of personalization shows you’ve done your homework, respect their work, and see them as a person and not just a post.
2. Communicate Like a Partner, not a Transaction
Once the relationship begins, stay communicative and collaborative. You want to set clear expectations but also remain flexible to their schedules and provide as much detail as you can. Influencers create content that influences others so we can treat and talk to them like any other human being, not just a transactional part of your campaign.
- Ask for feedback and input, especially if you’re building a longer-term campaign or relationship with them
- Celebrate their successes (even the ones that are not related to your brand)
- Always follow up with them by simply sending a kind message post-campaign
3. Make the Most of In-Person Moments
If you have the chance to meet influencers IRL whether it’s at events, activations, or trade shows, don’t treat it like it’s not an important appointment; treat it like a time to truly connect with them and their content on another level.
How to deepen that connection in person:
- Engage thoughtfully with them at in-person events. Ask about their background, how they got started, or what kind of content excites them most.
- Be present. Step away from the clipboard, phone, or schedule. Influencers can tell when they’re just a box being checked for an appointment in person
People remember how you make them feel and if they feel seen and appreciated, they’ll want to work with you again.
4. Keep the Relationship Going Beyond the Campaign
Whether the campaign is over or you’ve just returned from an event, keep the relationship alive:
- Send a quick thank-you note or recap with results if available.
- Stay engaged with their content by liking, commenting, or resharing organically.
- Check in now and then even if they are not the best fit for your next upcoming campaign.
Influencer relations work best when it’s not transactional, but transformational. The strongest partnerships are built on mutual trust, creative collaboration, and real human connection online and off.