In brand communication, influencers are sometimes credited with almost unlimited power: create a strong piece of content and visibility, sales and reputation seem ready to follow together. The reality is more complex.

Creators and influencers can connect a brand with specific communities, understand the language of platforms and make a conversation feel immediate. The trust they build with audiences has value, particularly when their content and partnerships are consistent and transparent.

Journalism serves a different purpose. Checking information, comparing sources, asking questions and deciding what matters to readers requires editorial independence. An article may contribute to a company’s reputation, but it is not produced to guarantee a campaign’s commercial results.

The distinction concerns the remit before the format. A video can be journalism; a long text can be advertising. What makes the difference is the method, independence and clarity about the relationship with whoever funds the content.

In my experience across communication and media, confusing these roles weakens everyone’s work. Sending the same material to a newsroom and a creator, with the same expectations, overlooks their different professional needs.

With a newsroom, we need to recognise the value of a story and make verifiable information available. With a creator, we need to build a partnership that fits their language, audience and objectives, clearly identifying its commercial nature where applicable.

An effective strategy can include both activities. The useful question is what contribution we expect from each professional and how we will assess the result.

Attention matters, but it does not capture the whole value of communication. Credibility, strong relationships and continuity take time. That is where I prefer to begin when developing a project.