A shift must occur, where influencers and journalists are identified based on the amount of actual overlap that person has with the brand’s target consumer. PR pros can easily do this by establishing an influencer graph.
An influencer graph is a complete mapping between an influencer, their content, and the actual audience that consumes it.
An influencer graph is simple. By mapping out potential influencers, the content those influencers create and the consumers that read/watch/listen to that content, you can graph the overlap and identify the ideal.
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