Sometimes you read an article and think, “yes” to a few takeaways. You remember some, you incorporate some and you leave some behind. Other times you read something and you think, “yes, to all of the above”.
When I came across this Entrepreneur article I couldn’t deny that it really encompasses all the things I believe strong PR initiatives require today. But, before you hire a scantily clad woman with unbelievable proportions to grace your social media with a dozen filters to show your ability to hire an influencer, I implore you to do A LOT of research (or ask someone who is willing) on what an influencer is for your specific brand. And, at the very least, make them relatable & authentic for your specific goals.
There are several takeaways here, https://www.entrepreneur.com/article/402683, but I just wanted to clarify that specific point because the water isn’t clear and there are a lot of organizations doing this poorly, to their demise—from a financial standpoint to a branding standpoint—and the right influencer will add to your communications goals without being confusing to your audience or burying your team in unrequited costs.