How To Harness Influence

Time100landingimage «Influence is not something done by certain people to other people. It’s the result of those people we call The Influenced doing something in response to those we call Influential.» [Mark Earls]

Influence is not something that is done to people. Public relations professionals work on identifying the people they’d like to reach and crafting messages that appeal to them in order to get the word out and sway publics.

To understand why your PR pitches may strike out, we’ll take a look at the three main components and six drivers of influence through a PR lens.


Time100landingimage «Influence is not something done by certain people to other people. It’s the result of those people we call The Influenced doing something in response to those we call Influential.» [Mark Earls]

Influence is not something that is done to people. Public relations professionals work on identifying the people they’d like to reach and crafting messages that appeal to them in order to get the word out and sway publics.

(1.) the content of your message
In the promotional part of PR, it must address what the product or service is and does to influence buying decisions. What’s the function of your product or service? Who does it help? Is there a case study you can point people to that illustrates this point? How does this product or service make people feel?

Another aspect of PR is concerned with informing people about the importance of an issue to persuade them that your point of view has merit.

The Chevy Volt influential initiative at SxSW blended these two.

Plenty of control here.

(2.) the identity of the person who sends the message

The person on the receiving end of a message, or influenced, must trust the sender and believe that he or she really knows the product or service in question. While you may believe someone when she talks about designer clothing, you may be less inclined to take a recommendation on a car purchase from the same person.

While one can only influence as many people as he has access to, those connections come with other connections in turn — it’s the people on the other end of those connections that carry that influence forward.

Trust and competence are the key concepts here.

(3.) the context where the conversation is held

This is crucial to the power of messages. Messages passed on within trusted networks have less reach and greater impact than those circulated through dispersed communities. Because in part there’s usually a high correlation between people whose opinions we trust and the members of networks we most value.

That’s why old-fashioned kitchen table recommendations and their online equivalents remain so important. A person with six thousand connections on Twitter may pay attention to the messages of a handful people.

The real influence resides with the small, close-knit network of trusted friends.

According to psychologist Robert Cialdini, the six drivers of influence are:

  1. reciprocation
  2. consistency
  3. social proof
  4. liking
  5. authority
  6. scarcity

How do you navigate these drivers within the three components of influence?

© 2010 Valeria Maltoni. All rights reserved.
http://www.conversationagent.com/2010/05/how-to-harness-influence.html

To understand why your PR pitches may strike out, we’ll take a look at the three main components and six drivers of influence through a PR lens.

Reblog this post [with Zemanta]

Autor: Gabriel Catalano - human being | (#IN).perfección®

Lo importante es el camino que recorremos, las metas son apenas el resultado de ese recorrido. Llegar generalmente significa volver a empezar!

Un comentario en “How To Harness Influence”

Comentarios cerrados.

GENTE COSMO

LIFESTYLE - by Esther Herrero

Being Your Brand

Branding and Strategy for Business and Life

Cruces, Sol y La Imaginación

Cuando la imaginación y la creatividad suman infinito

tranquicomix

fanzine bejarano de historietas hecho en los 80

A Stairway To Fashion

imagination is the key

Vinod833's Blog

This WordPress.com site is the bee's knees

Apasionada de las Redes Sociales

Compartir conocimientos 2.0 y Marketing Online

Zona de Promesas

Blog de Tecnología en Español - Internet - Redes Sociales - Entrepreneurship - Innovación

Top Master | Blog

LOS PROGRAMAS DE MBA Y POSTGRADO MAS INFLUYENTES DE TODO EL MUNDO

La realidad alterna

Poesías, relatos, diario de sueños

Unencumbered by Facts

Taking unsubstantiation to new levels

PsicoEmocions Blog

Un Pont entre la Psique i les Emocions

TEA PTLS NACHO

AUTISMO.TEA..PTLS

Comunicación & Marketing

De Lilian Lanzieri

Xtratexia

Dirección estratégica para la vida

StellarHIRE Partners

Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.

ivanbrunpr's Blog

4 out of 5 dentists recommend this WordPress.com site

BLOGTEC

Noticias de Tecnologia.

T a l e n t o  en  E x p a n s i ó n

Gestión de personas y transformación digital para las organizaciones líderes de la Era del Conocimiento

Two Leaves Tea SPAIN

Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides

Ideas para la clase

Experiencias creativas en la clase de español.

Little Grey Box

Travel Well

No solo los 80's

La mejor música de la historia

Molly Balloon's Blog

Identity + Dressing + Colour

El OJO PUBLICO. / Глаз общественности

Ver para contar & contar para ver. / Чтобы рассказать

Think Creative Idea Growth Hacking

Expertos en estrategia y auditoria de marketing

The Coaching Alliance

El camino hacia el éxito

Erick Lovera

Mi Pasión en un Blog

Estampas de México.

“Un fotógrafo tiene que ser auténtico y en su obra, debe expresar emociones, provocar reacciones y despertar pasiones.” ~ Javier García-Moreno E.

Natalia Gómez del Pozuelo

Escritora y formadora en comunicación

aloyn

Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.

Blog de Jack Moreno

Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción

Mashamour

Ensalada de Manjares

be.blog

be. Intelligent Multimedia Education

~~Mente en Gravedad~~

************************************************************************************************************

The Xtyle

Fashion Blog - Un Blog de Moda y Tendencias by Bárbara Sanz Esteban

aníbal goicochea

Tecnologías de la Información y Estrategia

A Waterfall of Sound

"Poetry is when an emotion has found its thought and the thought has found words." Robert Frost

Health & Family

A healthy balance of the mind, body and spirit

Style & Design

Fashion Trends and News

U.S.

News, Headlines, Stories, Video from Around the Nation

A %d blogueros les gusta esto: