1.
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Cision Communication Cloud™:
Uncover Your Audience’s Influencers!
Valerie Lopez, VP, Media Research
Stacey Miller, Director, Communications
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2.
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▪ Stacey is responsible for media relations,
analyst relations, influencer relations,
social media, blog and internal comms.
Pioneered influencer relations for Cision.
Tweet me @staceylamiller
▪ Val oversees the enhancement and
maintenance of the Cision media
database containing information for over 1
million media outlets, journalists and
bloggers. Tweet me @valerielopez
▪ Both 10 year veterans of Cision
A Little About Us
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3.
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By the numbers

4.
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92% of people trust recommendations from individuals (even if they don’t know
them) over brands. (Source: Nielsen)
37% better retention is reported for customers acquired through word-of-mouth.
(Source: Deloitte)
47% of of users are influenced in their purchases by social media. (Source:
Deloitte)
81% of marketers who have used influencer marketing judged it to be effective.
(Source: eMarketer)
The “WHY?”

5.
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Content SlideWorking with Influencers Can...
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Boost Brand
Awareness
Educate the
Masses
Increase SEO
Authority
and
Search Ranking
Help Mitigate
Crises
Establish Trust
and Credibility
Enable More
Content
Acquire New
Clients
Retain Clients
Encourage
Loyalty and
Advocacy
Drive Traffic
Break Through
the Noise
Grow Social
Communities

6.
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Social vs. Traditional

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• In an era of social media, influencers are everywhere and are not bound
by employment with a traditional news source.
• Ability to cover news faster than many traditional news sources.
• Many specialize in niche topics and might be more receptive to details
which a general interest news source would only cover sporadically or
reactively.
Inspire others to act!
Social Influencers

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• Social media in the newsroom is
here to stay
• Social media competition & the
coveted millennial demographic
• The PR-Journalist relationship is still
important
• Press releases and story leads are
valuable
State of the Media Report

9.
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State of the Media Report
54.1% say they will pursue a pitch that is thorough and has all the details they may need

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Types of Influencers
Celebrities Experts
Social Media
Influencers
Journalists
Organic
Advocates

11.
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Who is really influential?

12.
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• Narrow your search. Looking to promote a new organic restaurant? Don’t
look for people covering general food or restaurant reviews; find those
specifically covering organic food.
• Those organic food influencers will be following – and have followers –
who live, breathe, and love organic.
• They may not have a huge audience, but they WILL have an audience
who will absorb and share on-target news.
The Power of a Few

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• Do your homework (Part 1). Know what they cover & know their audience
• Lead Times & Media Types
• Location (National vs Local)
• Editorial Roles
• Don’t be tone deaf! Get to know their tone and style.
One Pitch Does NOT Fit All

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Building Rapport
#besties

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• Do your homework (Part 2). Know your brand, product, expert, etc.
• Personalize. Foster new relationships.
• Keep it brief & stay relevant. Don’t forget to spell check!
• Be authentic, kind and honest. Keep an open mind.
• Pitching experts? Start with the CEO. Pitching data? Helps if it’s quoted
elsewhere.
Creating the Perfect Pitch

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1. Sending irrelevant pitches
2. Spray & Pray
3. Being overly persistent
4. Using outdated lists
5. Not honoring opt-out requests
5 Biggest Mistakes You Can Make