The greatest challenge facing the rapid growth of brand-influencer relations and
public relations now is disclosure.
The actual practice of disclosure isn’t embedded or practiced in Kenyan business
and corporate communications society. It tends to be a position of mere reputation
management when details erupt and corporate governance is in question. With
politics being as closely tied as it is to business, even wealth declaration and the
means to which it was amassed has always been avoided by powerful individuals.
So why should a blogger or Twitter personality share that they are being paid
Ksh. 30,000 ($352) per tweet or clarify that their last 3 retweets were all paid for
by a brand?
2014 will be a year where we see the audience demand more transparency of
brands, bloggers and the influencers they interact with. Sponsored content has
come a long way and presents a great opportunity for value for the content creator
and for the audience. The clearer this is, the greater the value for all parties involved.
The worst-case scenario would be for a campaign to fail once it is apparent that
there is money involved but undisclosed. The influencer loses the trust and credibility
that earned them their spot as well as recognition from the brand, and the brand
simultaneously loses interest in that particular influencer.
The remedy for this is for the respective parties: the brand, the intermediary (agency,
bloggers organisation, etc.) and influencer to all be clear and up-front with the
audience on what is happening. This will only lead to smarter engagement from
all parties and foster greater trust and respect in this ecosystem.
— The Nendo Report 2014-2015 (via nendoblr
Quote from the report. Download it at bit.ly/NendoReport or listen at bit.ly/NendoPodcast