When public relations first started back in the early 1900s it was defined as a ''management function which tabulates public attitudes, defines the policies, procedures and interests of an organization ----followed by executing a program of action to earn public understanding and acceptance.
People relied heavily on other people for the information they used to make their decision. One of the most important functions of Public Relations at that time was reaching opinion leaders in the media- journalists and analysts were top of the list. And it was not hard to find them.
A more recent definition from the Encyclopedia of PR says ''Public Relations is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to appreciate and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values.'' That seems more appropriate for the media landscape we are operating in today.
The web has given people the power of voice. Peer reviews and opinion are more influential than ever before. Social media has made it a lot easier to foster the ability to listen and respond. But how do we identify the right people?
Are they the same as they were before? Not at all. In fact journalists, analysts and A-list bloggers, although still important, are now only about 40 per cent of your influencers. The other 60 per cent are probably unknown to you.
Only 9 per cent of companies are identifying and making an effort to build one-on-one relationships with those influencers, says Nick Hayes of Influencer 50. ''Influencer marketing is at the same stage PR was at a few years ago with a small number of firms that understand the benefits reaping big rewards.''
David Phillips in the Journal of Communication Management says ''building and managing relationships with those who influence an organization or individual's audiences has a central role in public relations.'' If the role of PR in the past was to find and work with the journalists and analysts (who were the major influencers) then PR's role today is to find these unknown influences and build positive relationships with them.
You may not immediately know who your influencers are. There is no universal ranking system. Someone who is an influencer for me might not be for you.Work with the people you identify and watch your analytics. The proof is in the decision and the action people take as a result of information they get from an influencer.
Correctly identifying influencers is a large part of your social media strategy.
People relied heavily on other people for the information they used to make their decision. One of the most important functions of Public Relations at that time was reaching opinion leaders in the media- journalists and analysts were top of the list. And it was not hard to find them.
A more recent definition from the Encyclopedia of PR says ''Public Relations is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to appreciate and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values.'' That seems more appropriate for the media landscape we are operating in today.
The web has given people the power of voice. Peer reviews and opinion are more influential than ever before. Social media has made it a lot easier to foster the ability to listen and respond. But how do we identify the right people?
Are they the same as they were before? Not at all. In fact journalists, analysts and A-list bloggers, although still important, are now only about 40 per cent of your influencers. The other 60 per cent are probably unknown to you.
Only 9 per cent of companies are identifying and making an effort to build one-on-one relationships with those influencers, says Nick Hayes of Influencer 50. ''Influencer marketing is at the same stage PR was at a few years ago with a small number of firms that understand the benefits reaping big rewards.''
David Phillips in the Journal of Communication Management says ''building and managing relationships with those who influence an organization or individual's audiences has a central role in public relations.'' If the role of PR in the past was to find and work with the journalists and analysts (who were the major influencers) then PR's role today is to find these unknown influences and build positive relationships with them.
You may not immediately know who your influencers are. There is no universal ranking system. Someone who is an influencer for me might not be for you.Work with the people you identify and watch your analytics. The proof is in the decision and the action people take as a result of information they get from an influencer.
Correctly identifying influencers is a large part of your social media strategy.
No comments:
Post a Comment