The Intersection of Influence and Communications
Time and time again this blog has touted the importance for the public relations industry to embrace influence. Well, it is time to get on the digital soapbox once again. PR agencies not only embrace influence, but they have to understand it and most importantly be able to sell it. The ultimate selling feature of influence is that it will connect you to the people who want to buy your products and/or services.
The business of PR is simple: communicate effectively with stakeholders to build or maintain your brand’s reputation. Influence allows you to not only plug into your audience, but to connect with the influential element which can mobilize the larger mass of people.
Embracing influence can actually make the job of communicating much easier and more effective. It is the required groundwork into an unknown area that is seen as an early detriment. All agencies are essentially asked to make the initial investment in both time and money. At first, this can put many agencies up in arms, but the truth is that this is an investment that will provide an return.
The onus is on you to put in the time and get trained on how influence works. Also, it is imperative to know how influence moves the digital world. Just remember there was a time when influence in the offline world was largely a mystery. Instead of embracing the fear, embrace the opportunity and the potential for a lot more business and effective communications.
The digital world and influence is still a shiny new toy, and trust me it will not be put into the back of the closet with unwanted Christmas presents.