Branding Influentials

Catalog description

This course explores how certain individuals in a market have outsized influence on the market behavior, and how professional communicators can work with these particularly influential individuals. The practice of public relations is founded on a premise that communications is a self-perpetuating process that can be guided and focused by appropriate interventions. It is not a process of communicating to ?everyone,? but a process of communicating to the ?right people? whose behaviors and whose own communications will affect others. At times, public relations practitioners work with professional shapers of opinion: securities, technology, and economic analysts, cultural and fashion reviewers, and, nearly always, the media. At other times, public relations practitioners work to reach the Innovators and Early Adopters of the classic Production Adoption Curve. In recent years, the development of social and new media technologies has added another ? and evolving ? dimension to marketplace influentials.