In the context of public relations, what is an influencer?

An influencer is best defined as an individual with a significant following on social media. This role has emerged as central to modern public relations strategies due to the capability of influencers to reach and engage a large and often dedicated audience.

Their influence comes from their ability to create content that resonates with their followers, fostering trust and engagement. Brands leverage this relationship to promote their products or services, aiming to capitalize on the influencer's credibility and connection with their audience. In essence, influencers play a crucial role in shaping public perception and consumer behavior by establishing themselves as authorities or relatable figures within their niche.

The other options describe various aspects of marketing and communications but do not encompass the specific role that influencers play in the current PR landscape. Influencers are distinguished by their social media presence and the engagement they have with their audience, which is fundamental to their effectiveness in public relations campaigns.