PRCA Scotland Group presents Scott Guthrie ‘Influencer relations: A developing discipline?’ 

Event Overview

A 2020 State of the Profession survey identified that 94% of PR professionals are not skilled in influencer relations despite 32% identifying the practice as a key work skill.  

This is remarkable not only because it is the first time that influencer relations has been included within this particular survey as an activity,  but also as the discipline dropped straight into 16th place in a list of top activities undertaken by PR practitioners.  

A key concern for the profession, therefore, must be that only 6% of respondents felt that influencer relations were an area of public relations practice where their skills and experience were ‘strong’. 

So how do we rectify this skills gap?  

PRCA Scotland talks to influencer relations expert, Scott Guthrie CMPRCA about this developing communication discipline. We'll look at how he delivers strategic advice and practical know-how to brands, agencies and platforms as they strive to achieve greater influencer marketing results. Through Scott’s insight and commentary, this webinar will enable communicators to refine their skills, consider their own influence and reflect on how they might manage this new discipline effectively and ethically with clients, publics and brands.   

Meet Scott Guthrie CMPRCA 

Scott worked with influencer marketing platforms. With global PR agencies - Digital Director, Influencer Relations at Ketchum. And with regional leaders - Communications Consultant at iSentia - the leaders in business intelligence products in Southeast Asia and Australia. 

He has twenty years’ experience assisting companies within the business intelligence and financial services industries creating positive business environments and navigating reputational challenges. 

He has extensive commercial experience heading functions ranging from media relations, client services and operations to product management and marketing across industries including communications and financial services. 

His career spans FTSE 100 companies to start-ups including nine years at PR Newswire where he was responsible for the company’s core product in the UK, Europe, Middle East and Africa. Scott is a Council member of the Public Relations and Communications Association (CMPRCA and a member of the Chartered Institute of Public Relations (MCIPR). 

Zoom links will be sent out to all attendees 24 hours prior to the event start time. If you sign up after this time, please contact kyrie.abrahams@prca.org.uk for the link.

This event is worth 15 points in the PRCA CPD Programme.