For several years, engaging influential third parties and stakeholders has been a strategy of PR executives as they look to build awareness and improve the reputations for their organizations or clients. Jennifer Scott, managing director of research and insights at Ogilvy PR, saw the practice really hit its stride a few years ago. “A big trigger was increased investment in PR in general,” says Scott. “As organizations moved away from platforms such as ads, mapping influencers and stakeholders was a clear way to understand and reach the key players who could move an organization’s needle.” As the years have passed, improvements in mapping tool technologies have made influencer analysis more accessible to resource-challenged PR executives.
Influencer Mapping: Identifying and Mobilizing Key Constituents
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