When was the last time you bought something without asking someone you trust first? Chances are, you didn’t only rely on ads, but you looked for someone to vouch for it. That’s the job of influencer relations: working with voices whose opinions feel real because they’ve earned their audience’s trust. If trust is the key, how many brands are truly investing in it?

Right now, influencer marketing is one of the fastest-growing strategies. Reports suggest Contact Us, with global spend topping $33B. But more marketing doesn’t always mean more persuasion. People can tell when something’s genuine and when it’s another paid post. Influencer PR works best when a post starts the conversation, and the relationship keeps it going long after the campaign ends.