In today’s world of marketing your brand, it is imperative to know who the key influencers are in your industry.  No longer are the influencers just the key media and analysts covering your market. Social media has spawned an entirely new set of influencers that can be a catalyst to promote, validate and even hamper your go-to-market strategy.  With the ubiquity of social media, the role of public relations has evolved into “influencer relations.”  So, who are the influencers, and how do you reach them? 

The first step to reaching the key people in your industry – reporters, bloggers, analysts, etc. – is to be connected.  With so many tools at your fingertips – including social media sites such as Facebook, Twitter and LinkedIn – it has never been easier to access the people who can “influence” your brand.

Next, take the time to find out who these people are – what topics they write or blog about, their style of writing, etc.  Read their articles, reports, blog posts and get to know their “online persona.”  Once you have done this, you can begin to interact with them – sharing content or marketing your brand.

By connecting with these influencers, you can ensure that your message is reaching the individuals most likely to cover breaking news, industry trends, new product announcements, major company milestones and other successful events.

With a defined message, and a strategic approach, you can build lasting relationships.

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