Becoming ‘insta-famous’ by spontaneously scaring your Irish mother like James Patrice or talking about the latest trends in fashion and make up like So Sue Me (aka Suzanne Jackson) might, on one level, seem like the extent of the impact influencers can have on social media. However, they have also created unpredictability in a profession that depends on stability and patterns: public relations. The unfettered rise of social media platforms, a phenomenon that has created a generation of ambitious young bloggers, vloggers and youtubers, has disrupted traditional communications and brand-building strategies. While creating opportunities, it also poses challenges. While influencers…

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