The Influence of Influencers
Busy, busy, busy. Last week was so jam-packed with work that there was no time to blog. Most of the work I was doing involved food influencers.
Who are food influencers? They are the cookbook authors, freelance food writers, chefs, cooking teachers and others who shape America’s appetites about food. Getting to know these influencers — what they think and more importantly, how they think — is key to being successful in my field.
Public relations is primarily about what you know. But there is also a component of who you know, that separates an adquate public relations effort from an outstanding one. I tap into my considerable network of food influencers in a variety of ways to enhance a client’s marketing communications programs.
I bring the right combination of influencers to focus on a particular topic. This is where personal relationships help. Who are the food influencers with the brightest ideas for a creative ideation session? Who are the analytical ones who can best evaluate flavors or product usage? Who are the experts in a particular food field, such as chocolate or ice cream? It’s more than bringing together credentialed people — it’s orchestrating the magic combination of skills, talents and personalities to ensure a desired outcome to meet the client’s objectives.
Here are some ways influencers add tremendous value:
INSIGHT:There’s more to marketing communications than just reaching food media — connect with influencers to give depth and credibility to your communications programs.
