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Journal of Promotional Communications

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Published

2017-02-07

Issue

Vol. 5 No. 1 (2017): Special Edition on Thought Leadership for PR

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Articles

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Forget Traditional PR: Build your Brand through the Affiliate Channel

Molly Lediard

Abstract

This article is aimed at PRs who work for smaller brands who want to raise their profile and build more of an online or digital presence for their publics. With specific reference to content affiliates, it helps to provide insight on how partnering with the affiliate marketing channel can help build brand awareness and how they can ensure their brand reputation isn’t damaged. It will also discuss the importance of having strong relationships with affiliates. A case study on fashion brand Motel Rocks will also be used to help illustrate how a small fashion brand managed to build brand awareness and became a globally recognised name through the affiliate channel.

References

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Affilinet. 2015. Bloggers trusted more than celebrities, journalists, brands and politicians. Available at: https://www.affili.net/uk/about-affilinet/press-centre/2015/bloggers-trusted-more-than-celebrities-journalist (Accessed: 5 May 2016).

Edwards, L. 2009. ‘Public relations theories: an overview’, in Tench, R. and Yeomans, L. (eds.) Exploring public relations. Harlow, England: Financial Times Prentice Hall.

Broom, G.M., S. Casey and J. Ritchey. 2000. ‘Concept and theory of organization-public relationships’. In. Ledingham. L.A. and Bruning. S.D. (eds.) Public Relations as Relationship Management. Mahwah, NJ: Lawrence Erlbaum.

Charlton, G. 2015. Ecommerce consumer reviews: Why you need them and how to use them. Available at: https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/ (Accessed: 4 May 2016).

Cowan, K. 2012. What impact is digital having on PR agencies? Available at: http://www.boomerangpr.com/blog/what-impact-is-digital-having-on-pr-agencies (Accessed: 3 May 2016).

EtailPR. 2016. EtailPR: Motel rocks. Available at: http://www.etailagency.com/motelrocks/ (Accessed: 3 May 2016).

Grunig, J.E. and F.C. Repper. 1992. ‘Strategic Management and Public Issues’. In Grunig J.E. (eds) Excellence in Public Relations and Communication Management. NJ: Lawrence Erlbaum Associates.

Gutierrez, S. 2015. How to use affiliate marketing without risking brand damage. Available at: https://econsultancy.com/blog/66914-how-to-use-affiliate-marketing-without-risking-brand-damage/ (Accessed: 3 May 2016).

Heathcote, C. 2013. How affiliate marketing can drive sales for fashion brands. Available at: http://startupfashion.com/affiliate-marketing (Accessed: 3 May 2016).

Lu, L. C., Chang, W.P. and Chang, H.H. 2014. ‘Consumer attitudes toward bloggers sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness’, Computers in Human Behavior, 34(28), pp. 258–266.

Marwick, A. E. 2013. “‘They’re Really Profound Women, They’re Entrepreneurs’: Conceptions of Authenticity in Fashion Blogging.†Presented at the 7th International AIII Conference on Weblogs and Social Media (ICWSM), July 8, Cambridge, MA

Morgan, C. 2015. Above the Noise: Creating Trust, Value & Reputation Online Using Basic Digital PR. Florida: Motivational Press.

Nichols, J. 2014. 7 ways consumers are inspiring retailers to change. Available at: http://www.imediaconnection.com/articles/ported-articles/red-dot-articles/2014/jul/7-ways-consumers-are-inspiring-retailers-to-change/ (Accessed: 4 May 2016).

Whitby, S. 2015. Why retailers should embrace affiliate marketing. Available at: http://www.drapersonline.com/business-operations/pr-and-marketing/why-retailers-should-embrace-affiliate-marketing/5077449.fullarticle (Accessed: 3 May 2016).