How PR Teams Can Engage with Multi-Hyphenate Influencers

In my last blog, I highlighted some of the key trends from the ninth annual Tyto Tech 500 – our data-driven ranking of the most influential people shaping Europe’s technology conversation – including the rise of the “Multi-hyphenate Influencer”. 

These are the journalist-podcasters, CEO-bloggers, and creator-academics whose work spans multiple platforms and who now play an increasingly central role in how stories break, spread and gain traction. 

Some are essentially becoming brands in their own right, rivalling established media outlets for reach and impact with their own podcasts or newsletters.  

Their growing influence reflects a broader shift in how people consume information and who they trust. While established media brands have long been seen as the go-to sources for news and insight, changing habits and new expectations have created a space for new voices to emerge and drive the conversation in different ways.  

This trend is clear in the Tyto Tech 500. Our research found that nearly three-quarters (72%) of European technology influencers run a blog, podcast, newsletter, or YouTube channel, with one in four (26%) active across two or more channels.  

Why are multi-hyphenate influencers emerging?  

Shrinking newsrooms and changing media habits are prompting more journalists to build their presence across multiple platforms. 

At the same time, business leaders are investing more in building their personal brands as audiences increasingly turn to credible individuals for insight. 

Both trends present an opportunity for forward-thinking comms teams to connect and gain trust with customers and other stakeholders in new and more personal ways. 

What it means for PR teams 

From where I sit, these changes are creating some exciting opportunities, but also real challenges, for PR teams at technology companies.   

Multi-hyphenate influencers don’t just offer reach; they bring depth, credibility and a more human way to connect with the audiences that matter.

But they also change the rules of engagement. Many of them wear several hats at once and their needs, expectations and priorities differ depending on which hat they’re wearing on a given day. 

All of this means we need to think more carefully and strategically about how we approach them, the value we offer, and the kind of relationships we build. There’s more opportunity than ever, but it requires a more nuanced and flexible approach.  

Below are my top takeaways on how PR teams can engage with multi-hyphenate influencers to get the most out of their communications campaigns.   

Broaden your view of influence 

• Expand your stakeholder map: PR teams need to build a broader sphere of influence beyond traditional media outlets, identifying influential figures who are driving debate across blogs, podcasts, newsletters, and other forums. 

• Think globally, not locally: Tech leaders and influencers in the US are increasingly shaping debates on policy and technology in Europe, so PR teams need to recognise that influence does not respect geographic borders and operate with that international landscape and flow of information in mind. 

Support multi-platform storytelling 

• Provide ready-to-use assets: Multi-hyphenate influencers need content that works across multiple channels, so think about what visuals, data, soundbites or short-form clips you can create, or repurpose from existing assets.  

• Plan for multiple formats: Think ahead about how a story translates across blogs, newsletters and social posts. If journalists or influencers have to wait for materials, the moment may have passed by the time it’s ready.  

Respect time and add value 

• Recognise their pressures: Multi-hyphenate influencers are under commercial and creative pressure to produce constant content, so time is tight and attention is limited. 

• Deliver value fast: Offer exclusive data, ready-to-use content, fresh insights or credible spokespeople, and keep outreach focused and relevant for their highly engaged audiences. 

Build genuine relationships 

• Understand their voice: Know what they care about, the stories they want to tell and where their editorial boundaries lie across the different formats they work in. 

• Prioritise trust over transactions: As relationships expand from journalism into newsletters, podcasts or video, consistency, listening and collaboration will always outperform a purely transactional approach. 

Embrace new opportunities  

The nature of influence is at a turning point – it’s becoming more personal, multi-channel and fast moving. For communications teams that adapt, this shift opens real opportunities to build trust, reach new audiences and create more authentic connections. 

Now in its ninth edition, the Tyto Tech 500 is the only pan-European index of its kind. It contains the data and insights PR and comms teams need to identify the right voices to partner with and the most effective ways to work with them across the region.