It’s easy to glaze over when we all read the word ‘influence’ one more time. I see so many brainless articles on the subject. So this story, in PR Week of all places, jumped out yesterday. At last – someone talking sense on the subject.
Here’s a flavor:
“The very word ‘influence’ is being thrown around in many contexts and some completely abuse the real meaning or conflate it with popularity.
Real influence means to convince someone to choose to do something on their own—without threatening them or bribing them—which they would not otherwise have done. That’s much tougher to come by. It is earned through sustained relationships, and not fleeting or dependent on compensation.
Influence is a demonstrable chain of persuasion from person to person leading to new attitudes and behaviour. Having a large audience does not necessarily mean wielding influence. Views and likes are not measures of influence though they may correlate or be coincidental.”
Thanks to PR Week and Christopher Graves, Global Chairman of Ogilvy Public Relations. I couldn’t agree more.