Strategic Communicators as Online Influencers

Abstract

The use of “influencers” in strategic messaging, particularly as related to marketing and advertising, has become mainstream. Many public relations students and professionals now take for granted the use of influencers in strategic messaging, as something that is necessary and “part of the cost of doing business.” This article presents an alternative way of thinking about influencers, from a public relations standpoint, positing that communication professionals should become influencers themselves and positioning their organization itself as social influencers.