构建影响者图表_赢媒体管理策略（英文版）.pdf

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.