Has influencer marketing killed good PR?

Jordan Quinn | PR Account Manager | Seren Global Media

There’s no denying that influencer marketing has become a big business. Huge, even. It is a powerful tool when used well. But there is something I have been wondering about more and more lately: are we starting to lose sight of what makes great PR in the first place?

At its heart, PR is about building reputation and trust, or at least that is what is drilled into any eager PR practitioner during their training or university days. Traditionally, public relations has been about helping brands or businesses tell their stories through earned media, such as press coverage, broadcast interviews, thought leadership, and editorial features.

It is about relationships with journalists, editors, and, increasingly, online communities. When done well, PR has the ability to shape how a brand is seen and thought of by both its audience and the wider public, not only through paid-for advertising, but through credible and trusted third parties.

Not to be completely obvious, but the clue is in the name, public relations.

And before influencers? Brands would work with celebrities, athletes, musicians – people who were known for something. People who often aligned with a brand’s values, tone, or audience, sometimes even acting as aspirational figures or role models.

But today, rightly or wrongly, almost anyone can be an influencer. Many are famous simply for being famous. They are their own brand, with a curated lifestyle, a social following, and the ability to sell products through a single post.

We’re seeing influencers and micro-influencers popping up everywhere; every niche, every fandom. Ex-Love Island stars and reality TV faces suddenly become “authorities” on fashion, lifestyle and product choices. It’s now normal people (with millions of followers, granted) advising other normal people – without much more qualification than online popularity.

Of course, plenty of influencers do add value – depending on your industry. The fitness creators, travel bloggers, beauty experts -they’ve built trust by showing parts of their everyday lives and routines, and by talking to their audience like a friend. It feels more like a two-way conversation than a one-sided broadcast. That’s part of the appeal, and why those parasocial lines get so blurry.

But here’s the thing, as more brands lean so heavily on influencers who are, in reality, brands themselves… are they giving away too much of their own identity in the process?

Arguably, there’s also a transparency issue. Influencer content now legally requires tags like #ad or #gifted, which, while honest, reminds audiences that what they are seeing is ultimately a paid-for endorsement. When you hand your brand message over to someone who is, essentially, a business in their own right, are you also giving up part of your brand’s identity in the process?

Let’s be honest, an influencer can say whatever they like about your brand – hopefully positive, since they are being paid – but is that really the same as building long-term trust? With consistent press coverage or a well-thought-out PR strategy, your business controls its own narrative. After all, you know your brand better than anyone, certainly more than an influencer who gave you a quick Google five minutes before hitting record or agreeing to your paid placement.

As a Gen Z, it does feel ironic to say this – after all, we were the generation that put influencers on a pedestal and helped create the culture around them. We were the guinea pigs. From the rise of YouTubers like Zoella, who mastered the brand deal (at least in the eyes of countless tweens buying her recommended products), to a childhood of reality TV, Paris Hilton, and the Kardashians, we were raised on this. But I have grown tired of it. Everywhere you scroll, a self-proclaimed influencer or micro-celebrity is pushing products or ‘hot takes’ at you – instead of brands or businesses telling their own stories or celebrating their successes through credible media.

I hope I’m not the only one to say this, but good PR should be about building reputation, not just chasing reach. It is about trust, not just clicks. That’s not to say influencer marketing does not have a place – it absolutely does.

Take Gymshark, for example. The UK-founded brand has spent the last few years building a community of ambassadors and affiliates, working with fitness creators like Whitney Simmons, David Laid, and Libby Christensen; all of whom genuinely align with its community-first ethos. The result? Not just viral content and an increase in sales, but long-term brand loyalty and a following that feels authentic.

What I’m trying to say is that influencers should complement a strategy, not become the whole strategy. Because when you forget about media relationships, thought leadership, storytelling, and the steady work that actually builds reputation, you risk losing the very things that help build a longstanding audience for your business.

At Seren Global Media, we know the PR game is changing – and we’re keeping up with the new rules, playing alongside it. We believe influencer marketing can absolutely add value, but it should complement strong PR, not replace it. That’s why we focus on building trust, telling stories that really matter to your business.