Category Archive for: Influence

reaching influencers

A New Approach to Reaching Influencers

It’s no secret that the discipline of earned media has always played second fiddle to paid media — but that may be finally changing. We now have the ability to target opinion formers directly and use paid media to amplify their voice and distribute content, making the role of paid secondary to earned, owned and…

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Lobbying

Lobbying for Your B2B Client or Pitch Idea

I was recently speaking with a lobbyist that works with a client. The lobbyist was explaining his role, not only on behalf of my client but also more generally, including his job description and goals. He stressed that while most people think a lobbyist strictly influences laws or policies to benefit a company or organization,…

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Learn from Luxury brands

What Social Media Marketers Can Learn from Luxury Brands

When implementing strategies that involve social media optimization, experts can use a software program that offers detailed statistics, post videos that feature a company’s products, add reviews that describe services that a business offers, evaluate the strategies that competitors utilize, offer rewards for individuals who buy the company’s products and examine the interests of potential…

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end of instagram influencers

The End of the Instagram Influencer (As We Know It)

Facebook, Instagram’s parent company, has had it with influencers, at least as many of them stand on the service now. They’re taking strong action to nullify the automated tactics of many Instagram influencers. The collateral damage? Like its parent, Instagram will be far more pay-to-play for brands and businesses. The free ride is over. What’s…

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top tier influencers on pr budgets

How To Reach Top-Tier Influencers on PR Budgets

An astonishing amount of mindshare has been devoted to influencer marketing this year. Interest in influencer marketing is at all-time highs, and based on Google searches for the topic, there’s little indication that interest will flag. However, for public relations practitioners, influencer marketing poses significant challenges, such as: Cost: influencer marketing costs reach into 7-figures…

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influencer programs

Consumer Corner: 3 Tips for Building Successful Influencer Programs

Influencers programs have become an important part of many PR strategies, particularly consumer PR strategies, and especially when coupled with traditional media relations. When done well, influencer programs can create powerful brand advocates for your client who spread awareness and drive conversions. If executed poorly, you could end up with indifferent partners who are only…

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How Influence Works

How Influence Works: Social Media and the Social Impact Theory

The Social Impact Theory In 1981, long before social media existed, Ohio State University psychologist Bibb Latané coined the social impact theory after conducting a series of experiments to validate his hypothesis about how influence works. Three factors make up social impact within his theory: Strength: How important is the influencing group to the target…

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influencer marketing

Consumer Corner: Influencer Marketing vs. Earned Media

It’s no secret the traditional media landscape is changing – and rapidly. In response, brands, journalists, marketers and communicators are constantly adjusting how they operate. As PR professionals, navigating this swift evolution of the news industry means continually evaluating where – and how – consumers are being influenced most. Due in part to a major…

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Celebrity Ambassador

Consumer Corner: Selecting the Right Celebrity Ambassador

Like me, you’ve probably watched a movie and seen a product integration that seemed out of place, or seen an ad with a celebrity ambassador that just didn’t seem like a good fit. Most recently, the Twittersphere was in a tizzy over Ed Sheeran’s cameo in Game of Thrones. Diehard fans were NOT into it,…

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crisis issue

Crisis Issue? Own It: Shark Week Case Study, Part 4

Miss earlier posts in this series? Check out part 1, part 2 and part 3 before diving into the below.  Despite G.W.’s best efforts, the Shark Week crisis issue is really hammer(head)ing his donut business. He’s done his research so he knows that sharks are getting a bad rep for no good reason, but his…

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