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研报客
BUILDING AN INFLUENCER GRAPH:
AN EARNED MEDIA
MANAGEMENT STRATEGY
How to Rethink Your Influencer
Identification as Part of An
Earned Media Management Strategy
866.639.5087
130 E Randolph St., 7th Floor, Chicago, IL 60601
Copyright © 2018 Cision Ltd. All Rights Reserved.
研报客
THE CHALLENGE:
Understanding Customer-First
Influencer Identification
When a PR pro is looking for journalists and influencers to
pitch, some will reach for a list of people they already know. ! EMERGENCY ALERTS �
Sometimes they will also connect with specific media outlets
that they think will help them reach their target audience. Presidential Alert
Often outlets are chosen for brand name recognition, like This is a random pitch. No action is needed
as no thought went into what influencers we
The New York Times. In extreme cases, PR pros will email want to target with this message.
every single media outlet and influencer they can find.
If the primary goal of a comms professional is to get
their message in front of the brand’s target audience, then are using data from their end-customers to inform how to
the logic of the traditional model where PR pros either strategically communicate to influencers and journalists.
partner with journalists and influencers based on relation- In fact, half of communications teams still feel it’s the
ships or notoriety or pitch their story to as many people as job of influencers and journalists to reach out to them.
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