Having a clearly defined strategy when engaging with influencers/content creators will minimise any reputational risk for Victorian Government entities.
Before formally engaging an influencer or content creator, government entities should consider the following:
- appropriate internal approval processes for the engagement (i.e. legal, media and governance)
- consultation with your entity’s media team, to ensure they have awareness of the planned engagement
- developing a clear brief for the engagement (establishing clear objectives, audience, message and KPIs)
- assess how the proposed engagement strategy aligns with your entity’s values and ensures political neutrality
- option of hiring a specialist media agency to engage and manage the influencer or content creator.
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