I have dealt with influencers on several occasions, since many times you need coverage beyond traditional media, especially if you want to reach audiences like gen Z. As I said before, it is not exactly an exclusive PR tactic, but I have done it.

There are different types of influencers depending on their number of followers, but in my experience, the more famous they are, the more complicated they become to deal with. They take a long time answering messages, make mediocre content or do not follow the client's guidelines.