Atteline Speaks to Sapak Kural

 

In the world of public relations, and especially in the Middle East, influencer engagement and activations are a huge part of the job. Whether you love them or loathe them, influencers are now considered an integral part of public relations, both strategically and tactically. With Atteline’s focus on luxury fashion and lifestyle brands, influencers are considered one of the crucial elements for brand awareness activations and events. Saying this, it is important to build and maintain influencer relationships. In a report published in 2018 by ITP Live, it found that 68% of marketing, PR and brand representatives surveyed in the Middle East had created a campaign involving influencers, with 84% believing that the use of influencers in marketing and PR activations was essential for brand awareness strategies.

Knowing the importance of working together from an agency perspective, what is it that influencers think about working with PRs? We picked the brain of Turkish born lifestyle, fashion and travel social media star, Safak Kural of @safak_kural_official on his journey to becoming an influencer and his thoughts on how to build and maintain relationships between PRs and influencers.

  1. What was your journey to becoming an influencer?

About five years ago, I was living in Turkey and travelling around using taxis wherever I went. I began to document my journeys and experiences, posting them via my Facebook page. After relocating to Dubai, I saw a film called “Taxi Driver”, and it inspired me to connect fashion and lifestyle, thus launching my web page, “Taxi Driver Drives Fashion”.

  1. What are some of the positives of being an influencer?

Being an influencer allows me to connect with so many people from all walks of life. Whether it be attending an event or taking part in a photoshoot, I am exposed to so many wonderful people from all over the world. I also love being a part of the brand journey, meeting the people behind the label and having a better understanding of its insights.

  1. What are some of the negatives?

Once you get to a certain amount of followers, you tend to get recognized whilst you are out and about. Although I love meeting people who follow me, it does mean that I have less privacy. But it is all a part of it, and I wouldn’t have it any other way.

  1. How do you find working with PR’s?

Working with PRs, it really depends on the agencies and teams as there are so many in Dubai and the UAE, never mind the Middle East region. As they differ in terms of their communication and partnership agreement preferences, it is important for both sides to be transparent and honest about expectations from the get-go, fulfilling the agreed-upon deliverables, which I definitely find is a strong suit of Atteline.

  1. What is some advice you would have for PRs to build and maintain relationships with influencers?

In my opinion, respect, communication, appreciation, and being welcoming are important elements to having a mutually beneficial relationship.

  1. Do you have any stories that stand out from working with PRs?

When I attend events, it is important for me to meet the concerned PR team or individual I have been in contact with. It is all about professionalism, and as the PRs are an extension of the brand, I want to be able to speak directly to them in order to receive the full story on the brand activation and understand what is to be expected at the event. You never want to have those attending your event feel as if they are just another body filling the space, so it is important for PRs to take the time to greet attendees. I do tend to limit which events I attend however Atteline team are great at making me feel welcome at every event, and therefore, I love attending those they are a part of. 

  1. What would be your advice to someone wishing to build themselves as an influencer?

Honesty to your followers and yourself is key. Don’t pretend to be someone you’re not as people will be able to see right through it. When it comes to the products and brands you endorse, ensure you are working with those you would actually use or shop. Most importantly, be yourself and be transparent. When it comes to your followers, it is so important to make sure you are taking the time to answer comments and DMs as your followers are everything when it comes to being successful as an influencer. I love to give back to my followers by providing small giveaways and prizes. At the end of the day, make sure you are doing something you really believe and success will surely follow.