The challenge of new gatekeepers for public relations A comparative analysis of the role of social media influencers for European and Latin American professionals

Social media influencers (SMIs) have become a primary stakeholder group for communication professionals. However, this phenomenon still lacks a coherent body of theory and significant gaps exist in knowledge of how organisations perceive and identify them in the context of public relations, specially through empirical and cross-cultural studies. This comparative research includes European (n = 2710) and Latin American (n = 914) professionals working on different hierarchical levels, both in communication departments and agencies. Despite the massive implementation of social media channels, only a minority of Latin American and European professionals use specific strategies to identify and engage with SMIs. Practitioners prefer traditional identification indicators: personal reputation, the relevance of topics covered, and the quality of the content shared online.