PR has always been about influence – attracting, engaging and building relationships with people who endorse and lend third-party credibility to a particular person or company. Martin Waxman, President of Martin Waxman Communications explains, “Too often, PR people think the balance of power is equal…it's not.” In fact, journalists and influencers hold more of the power in the relationships. You can’t forget that influencers are people we trust. They have credibility and they’re who we turn to for guidance and advice.
At the 2016 PRSA International Conference in Indianapolis, Deirdre Breakenridge, CEO of Pure Performance Communications, sat down with Martin Waxman to talk about influencer marketing and engagement. In this interview, Martin provides valuable insights into finding influencers, engaging them and maintaining those relationships.
Be sure to read our other interviews from the 2016 PRSA International Conference and the World PR Forum with PR thought leaders who discuss PR measurement, influencer engagement and the impact of social media and technology on public relations:
- Proving Value Within Your Organization: Q&A with Shonali Burke, CEO of Shonali Burke Consulting
- Future of PR: Q&A with Gini Dietrich, CEO of Arment Dietrich and Founder of Blog, Spin Sucks
- PR Measurement Challenges and Expectations: Q&A with Richard Bagnall, CEO of PRIME Research
- PR, Influence and the Future of Relationship Building: Interview with Ketchum’s Stephen Waddington
- The Influential Power of Relationships: Interview with Strategic Objectives’ Deborah Weinstein and Judy Lewis
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Allison Gosman is a Marketing Associate supporting Nasdaq Corporate Solutions. She recently joined Nasdaq full-time after graduating from The George Washington University where she received her B.B.A in Marketing. Allison started her career at Nasdaq in Nasdaq’s Global Internship Program and then worked as a consultant through April 2016 while completing her undergraduate degree. She brings to Nasdaq her expertise in social media marketing and event planning to partner with the entire Nasdaq Corporate Solutions team in the development and execution of our social and event marketing initiatives.
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