With mainstream media rapidly declining in scope, influence is increasingly being exerted from below by individuals using the power of self-publishing to reach out to their peers.<\/p>\n
In recent influencer engagements, we’ve learned a few things about how to work with these new media.\u00a0 An important point to remember is that they do not behave like reporters.\u00a0 Journalists are skilled in the “game” that goes on with public relations professionals.\u00a0\u00a0 You know: It’s the one in which PR is paid to keep pushing and the journalists is paid to be skeptical.\u00a0 The two parties engage in this back-and-forth with a wink and a nod, knowing that each has a job to do.<\/p>\n
Influencers often don’t work this way.\u00a0 To them, their online outpost is a display of their passion for the topic that they cover.\u00a0 They care deeply about the subject matter and they usually know at least as much as the PR person who contacts them.\u00a0 Often they know quite a bit more.\u00a0 In some ways, engaging with influencers is like pitching product reviewers.<\/p>\n
You’d better come prepared to this engagement, because some influencers will take lack of knowledge on your part as an insult.\u00a0 This can capsize junior agency people who aren’t prepared for the depth of questions they will get or the scorn they may endure if they can’t answer.\u00a0 Again, journalists know how the game is played, but influencers are more likely to expect the person on the phone to share their enthusiasm.\u00a0 I recommend you put experienced people on this job.<\/p>\n
Influencers are also likely to have an opinion.\u00a0 While journalists are expected not to share any biases, bloggers often do what they do precisely\u00a0because\u00a0they have opinions to share.\u00a0 Fortunately, a little advance reading can often clue you in to someone’s agenda and even help you decide if they’re worth contacting all.\u00a0 You don’t want to come in with a strong Windows pitch, for example, to a blogger who’s passionate about the Mac.\u00a0 You also don’t want to be blindsided by someone who has made his or her opinions clear and who is offended by the fact that you don’t know them.\u00a0 Again, 15 to 20 minutes of reading can save you a lot of aggravation.<\/p>\n
Finally, influencers are more likely to want to get their hands on the product or to talk in depth with the people who develop it.\u00a0 Unlike journalists, they’re probably not interested in analyst quotes or customer case studies.\u00a0 It’s more likely they’ll want to talk to the VP of engineering or the CEO than to the head of marketing.\u00a0 Before you start an influencers program, be sure that you have these people on board.<\/p>\n
Their time will be well spent.\u00a0 The right influencers have as much credibility in their community as product reviewers or analysts.\u00a0 They usually have extensive networks of online and real-world contacts and they’re likely to have experience with not only the your products but those of your competitors.\u00a0 Engage in a conversation.\u00a0 You might learn something from them.<\/p>\n","protected":false},"excerpt":{"rendered":"
With mainstream media rapidly declining in scope, influence is increasingly being exerted from below by individuals using the power of self-publishing to reach out to their peers. In recent influencer engagements, we’ve learned a few things about how to work … Continue reading