PUBLIC RELATIONS STRATEGIES FOR SUCCESSFUL INFLUENCER PARTNERSHIPS

Abstract

This study examined public relations strategies for successful influencer partnerships within the Nigerian digital communication environment. Anchored on Source Credibility Theory and Relationship Management Theory, provide explanations for how influencer trustworthiness, expertise, authenticity, and long-term stakeholder relationships shape communication effectiveness. A quantitative survey research design was adopted. The estimated study population is 1,200 respondents made up of public relations practitioners, social media managers, communication professionals, and digital marketing personnel in selected Nigerian media and corporate organizations. A sample size of 300 respondents was determined using the Taro Yamane sample size formula, while purposive and simple random sampling techniques were employed in selecting participants. Data were collected using a structured five-point Likert-scale questionnaire validated by communication experts. Reliability was established through Cronbach’s alpha, which produced reliability coefficients above the acceptable threshold of 0.70. Data were analyzed using frequencies, percentages, mean scores, and inferential statistics. Findings revealed that strategic influencer selection, content authenticity, transparency, ethical communication, audience engagement, and long-term relationship management significantly influence the success of influencer partnerships. The study concluded that effective influencer partnerships require organizations to move beyond short-term promotional collaborations toward data-driven, ethical, and relationship-based communication strategies. The study recommends that public relations practitioners adopt comprehensive influencer evaluation frameworks and establish transparent communication policies to achieve sustainable digital engagement and protect organizational reputation.