“If we don't have a good story to tell, then we can't create content that is going to help build a relationship that is going to get us the influence that we need,” says Mary Barber, President of the Barber Group. As communicators, it's natural for PR professionals to build relationships online. Even though in person interactions are important, the web and online social networks are being used more frequently than ever before. To find your influencers, you first need to understand they can come in all shapes and sizes and can be found in many different places. It’s your job to identify where they are, what kind of content they produce and share, and how they interact with their communities. Your audience values what the influencers in your industry say and do, so they’re more likely to behave in a certain way when your influencers promote your brand.
At the 2016 PRSA International Conference in Indianapolis, Deirdre Breakenridge, CEO of Pure Performance Communications, sat down with Mary Barber to talk about relationship building. In this interview, Mary provides valuable insight into the importance of building relationships to create inspiring content.
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:
- Influencer Relationships as a Basis of Strategic Communications: Q&A with Mark McClennan, SVP at MSLGROUP
- Influencers and the Essence of Building Relationships: Q&A with Martin Waxman, President of Martin Waxman Communications
- 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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