About Scott Guthrie

Scott Guthrie is a Digital Director/Influencer Relations within Ketchum's London office. He is responsible for influencer relations in the U.K. and is a member of Ketchum’s global influencer task force. Scott is a chapter contributor to My PRstack: A practical guide to modern PR tools and workflow and #FuturePRoof. Connect with him on Twitter: @sabguthrie

Author Archive | Scott Guthrie

How to Identify the Right Influencers: The 4S Filter

75% of communications professionals say identifying relevant influencers is their biggest influencer marketing challenge. For good reason: Identifying the most appropriate influencers at scale is a blend of PR skill, collective experience and technological acumen. To help enhance your influencer marketing efforts, I have created a “4S filter” to make the process of finding and choosing influencers a bit easier (click to tweet). This influencer identification filter breaks the process down into four core elements:

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The 7 Rs of Influencer Relations

Four years ago this month Brian Solis coined the term “Pillars of Influence” describing it as reach, relevance and resonance. Today, it’s time to add four more pillars.

Communicators love grouping themes around words. We love alliteration, too. There are the four Ps, which was expanded into the seven Ps to embrace the nature of services. Relationship marketing even has its five Cs.

Since Brian coined the original term, it seems we have four more Rs that should be added to influencer relations’ lexicon: reception, relationship, reality and relinquish control.

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