By Cathy Prior, Senior Adviser at Six O’Clock Advisory

6 May2026

In today’s digital media landscape, and in an age where disinformation can infect the integrity of what we read, watch and hear, controlling a story following its publication can feel like reining in a horse that’s bolted.

What was a tightly managed narrative when the story landed – perhaps aiming to inform or educate, or to encourage a certain decision or action – can take on a life of its own in the hands of powerful social commentators, each with their own agenda and unique approach.

At this point, the question becomes: can we maintain control over a story when the very people shaping the conversation rely, rightly, on freedom of thought and expression?  

Influencers today, both online and offline, ought to be a pillar of any communications strategy.

The best of them hold considerable sway across different parts of civil society from politics to education, to finance and sport, to health, small business and beyond. Many are genuine subject-matter experts and trusted ‘validators’. Importantly, they have communities that listen to and, often, act on their perspectives and commendations.

They can shape consumer sentiment, mobilise critics, or conversely, and rally support. It’s no secret that extreme or contentious views proliferate on social media with emotionally charged discussions travelling like wildfire, driven by an algorithm that feeds on controversy.

Such is their gravitas that journalists increasingly monitor the views of influencers and those who follow their conversations, with a highly engaged social comment often finding its way into mainstream media.

Despite this reality, it’s often the case that corporate communication professionals don’t bother to engage influencers either because they’re seemingly out of reach, or they potentially serve as an antidote to over-engineered company messages.

The same professionals, however, can ensure accurate information is in the public domain by investing in the right relationships before the proverbial horse has bolted by treating relevant influencers as genuine stakeholders, not merely a channel.

It means understanding their playbook — how they speak, what they value, and what resonates with their audience. It might also involve offering behind the scenes access, an exclusive interview or new data in the same way as might be done with a traditional journalist. Either way, it’s about enabling them to create unique stories that are audience-appropriate and not already well trodden.   

What it doesn’t mean is scripting or delivering corporate content to be shoe-horned into the social space. This ignores the commentator’s power that comes from delivering a truly unique take on a story, however unorthodox it might be.

By their nature, influencers tend to engage in a style and language that speaks to their audience. It might not always be politically correct or grammatically on point, but it’s ‘real’ to the audience and needs be seen as such if it’s to carry weight and, ultimately, influence.

If they’re treated as credible ‘experts’, as many of them are, they can often do a better job than a company talking head of explaining complex concepts.  This involves providing them with the ‘raw’ information and trusting them to craft the message in a way that will resonate with the people they seek to reach.

And like any relationship, the notion of the value exchange is key. When it’s based on mutual respect for each other’s skills, interests and objectives, it’ll go well beyond a purely financial interaction.  

In a media landscape that is often unpredictable, organisations that invest consistently in meaningful, trusted relationships before they need them will generally hold a competitive advantage. While communicators may never fully control what happens to a story post publication, engaged in the right way an influencer may help hold the reins on the preferred narrative that bit tighter.