Do you need someone powerful fighting your corner?

Authenticity is a word that crops up often when discussing communication strategies with clients. Getting your message across is harder than ever – as corporate social media channels struggle to break through – and journalists’ inboxes overflow with press releases.

One way around this has been the rise of “influencers” or “ambassadors”. These are senior people: experts and those with an existing platform who can be invited to support your campaign and get your message out in their own authentic voice.

We’ve supported figures like Lord Bilimoria in highlighting the importance of RE in schools – a relationship that has led to him being invited onto Radio 4 and ITV to discuss the subject as well as writing for publications like Management Today and The Times.

We’ve also collaborated with senior fire safety experts in the US to get the message out about the importance of a life-saving fire safety device. The message is even being heard by senior decision makers on Capitol Hill.

This approach resulted in earned media, heightened credibility, and influence that extended beyond a standard communications campaign — something a paid, transactional post could never replicate.

But it isn’t easy, and it involves a process of openness, mutual trust and professionalism: 

• Finding influencers who genuinely align with your mission

• Supporting them with strong briefing and content tools that allow them to communicate your campaign message on their terms

• Building long-term relationships that provide media opportunities and an expanded profile

When done right, influencers become more than paid promoters – they become powerful allies in building trust, reach, and real-world impact.