David Pasch, Managing Director at Narrative, said on Apr. 1 that organizations involved in policy and reputation campaigns need to treat digital influencer engagement as a core capability rather than an optional tactic. Pasch outlined four main principles for effectively working with influencers in the context of public affairs.
Pasch said the shift in media consumption means millions of voters now spend more time with creators on platforms like TikTok, YouTube, podcasts, and Substack than with traditional cable networks. He said these audiences trust influencers more than legacy outlets. According to Pasch, “For organizations in high-stakes policy fights, failing to integrate credible digital influencers into the core communications plan isn’t a missed tactic; it’s a strategic error.”
The first principle highlighted by Pasch is authenticity. He warned against scripting influencer content: “The fastest way to destroy an influencer campaign is to hand a creator a script.” Instead, he recommended providing creators with information and narrative frameworks while allowing them freedom of expression.
Second, Pasch advised that organizations should prioritize alignment over follower count when selecting influencers: “A mid-tier podcaster with a loyal following of small business owners in swing-state suburbs may deliver more strategic value…than a celebrity with ten million followers and no policy credibility.” The third rule calls for integrating influencer efforts into broader communication strategies rather than treating them as isolated tactics.
Finally, Pasch emphasized risk management when engaging influencers due to potential reputational or legal risks: “A poorly vetted partnership can become the story…Before you engage any creator, run a simple diligence checklist…and define an escalation plan if controversy hits.” He compared this level of diligence to crisis communications planning.
Pasch concluded that organizations who take digital influencer engagement seriously will shape future policy outcomes while those who do not may become less relevant.
