The publishing industry and the way that people consume content has changed. Smartphones and tablets have replaced radio and broadsheet newspapers, and the news and the information fed to the general population on a daily basis is more personalised than it has ever been.

A 2013 report published by the Office of National Statistics found that more than half of Britons accessed their news online, and those numbers rocket among younger generations. Brands, therefore, need to think about how they are reaching these audiences. While B2C brands have long worked with online publishers, B2B brands have only recently begun to target them. Communicators should be prepared to work alongside online influencers in order to reach the right audience and achieve their objectives. For PR professionals, this means considering any differences in the way that online publishers operate, and adapting their communication strategies accordingly.

Remy Le Fèvre, head of consumer at Diffusion PR, says, “The rise of next-generation online publishers – like Buzzfeed and Huffington Post – demonstrates an evolution in the way that consumers digest and interact with content. It is the broader reach and deeper engagement these sites generate though shares across social platforms where they can really deliver added value and influence over more traditional publishers.”

Online publishers can range from bloggers or vloggers; who may have begun publishing as a hobby, but who have built up their audience to the extent that they are now able to go full-time, to major online media such as Huffington Post and Buzzfeed. Brands now recognise the value of these publishers, particularly in targeting Millennial audiences or niche groups of people, and they are choosing to reach them with brand messaging that is frequently content-led.

Whether an organisation is looking to connect with a small-time blogger or a global, online media company, it may find that traditional media relations methods are insufficient or inappropriate. That may be because Buzzfeed is looking for more of a paid media approach, or it may be because the blogger or influencer, expects to be contacted via social media, not by email or phone.

There is, of course, an overlap between online publishers and traditional media, and many of the skills communicators possess will crossover easily into this new space. Le Fèvre says, “The fundamentals of good PR remain,” but there are also some significant differences, especially when communicating with bloggers, who are unlikely to follow a specific set of guidelines, besides their own.

When communicating with bloggers, a press release is probably not the best method. Communication tends to be more successful when it is straightforward, upfront and personalised, since the publisher is an individual rather than a group. However, as collaborations between brands and bloggers become more commonplace, exchanges have become more formalised and influencers of a higher level may have their own PR teams, or even agents.

Charley Hayes, digital strategist at communications agency Eulogy, says, “A lot of online publishers will happily give their details and say whether they’re PR friendly.”

Though generally accepted to be of great value to brands, collaborative content opportunities in the online space tend to involve some form of fee. Danny Whatmough, head of social, EMEA at global PR firm, Weber Shandwick, says, “Often, there might be a paid media aspect. The likes of Buzzfeed use native advertising or even co-creation. Increasingly on the blogger side, you’re seeing influencers require some kind of financial incentive to work with a brand to create content.” This might be an area where PR professionals have less experience, and would benefit from some form of training or legal advice. Whatmough adds, “If you’re working with influencers and money is changing hands, then that needs to be contractual.” However, value may be worthwhile in terms of reach. Sharon Flaherty, managing director at content marketing and communications agency BrandContent, says that while engagement with online influencers, such as bloggers, is paid for, it’s not nearly as expensive as traditional advertising and marketing campaigns. Flaherty says, “The good thing about working with vloggers is that you get access to their audience without having to do the traditional paid media. Their audience is so big you’re going to get that natural, organic exposure.”

Though PR professionals haven’t always operated in the paid media space, the convergence of the marketing and communications sector means that the opportunity is available. With experience in storytelling, content and relationship building, PR practitioners are off to a good start.

Online publishers are often amenable to participating in some form of collaborative content, provided that it feels authentic and in-line with their readership. The same goes for larger online publishers. Hayes uses Buzzfeed as an example of a very successful, modern publisher that has very strict rules regarding its brand voice. In its collaborations with brands, Buzzfeed calls all of the shots ensuring that any content stays 100% on-message. In this way it maintains the trust of its readers, while providing quality branded content.

Ian Paget, creator of the Logo Geek blog, says, “People follow me because they trust me, and I respect them. If the content sucks or is irrelevant, I won’t share it.”

The quality of content is crucial. Communicators need to ensure they have a good understanding of who they’re trying to reach, as well as the platform they’re using to reach them. Collaboration is key, since a publisher knows its audience and what they like far better than a brand does, and can help the brand to create something genuine and authentic.

Le Fèvre says, “Remember, bloggers are incredibly creative and talented people. It’s not easy building your own brand and audience (especially at the ripe young age of the majority), so talk to them about what works for them and really listen to their advice.”

Whether the outcome is a post on a blog, a video on YouTube or a series of images on Instagram depends on the communications objective, as well as the platform. Hayes says, “As PR professionals, we make content – whether it be copy or visual assets. So, being able to work with an influencer to co-create something and come up with a really lovely campaign that’s going to resonate with their audience and fit with the influencer’s brand persona is really key. PR is very well- placed to do that.”

The most important thing is to build a relationship – something that communicators are good at. Paget says, “In terms of reaching the right people, although they may not have a desk, office or permanent base, in most cases they will have social media accounts, and will like the attention. This doesn’t mean that you can just send them something and expect free marketing, but it does mean that you can build up a personal relationship with the person, offer them help or advice, and ask for help in return.” Flaherty agrees that building a partnership is key, “It’s not a one-way thing, it’s a two-way thing, and you should be building these relationships – not just for a quick blog – it’s about building these partnerships together.”

Communicators have many of the skills needed to collaborate with online publishers, but they are also at a risk of repeating the same mistakes that are sometimes made in interactions with traditional journalists; sending out mass emails without conducting sufficient research around the publisher that they’re trying to reach, failing to deliver fresh and on-brand content that feels collaborative, rather than similar to a sales pitch and making requests out of the blue without forming a relationship beforehand. Lots of guidelines for good practice will cross over into the online space, but communicators may also benefit from familiarising themselves with paid, as well as earned, media.

Whatmough says, “PR hasn’t always been involved in paid media discussions with publishers. From my point of view, it feels like a very natural space for us to go, because I feel as though we are the ones that know how to work with influencers and we know how to create content that really resonates with audiences, we just have to learn some of the other skill sets that allow us to do this in the new media world within which we live.”

The publishing industry is much wider, more complex and more diverse than it once was. For communicators, there are challenges, but there is also opportunity for exciting, original and focused media campaigns.