What makes a great influencer?

With the recent passing of Walter Cronkite, I began thinking about his career as a CBS anchorman and the power he held over the TV-watching public in the 1960s and 1970s - one could even say that he actually held that power until his death.  "Uncle Walter," as he was known, was looking out for the viewing public, presenting important current events and opinions.  He was, as we all know, the most trusted man in America - perhaps one of the ultimate key influencers that there ever was.

With the advent of cable television, the internet and the menagerie of other forms of technology that we use today, the age of the Walter Cronkites of the world has been over for quite some time.  "The Big Three" (CBS, NBC and ABC) have given way to the hundreds of channels that we sift through each day, DVRing, Tivoing and skipping as we go.  Mr. Cronkite however, had a captive audience each night.

Can anyone else wield that sort of force and influence now?  The first person that comes to mind is Oprah Winfrey, but even she is subject to public criticism, most recently from Newsweek for the health/life advice she promotes on her show.  Celebrities?  Some can be too fickle - in the news one week, getting divorced the next, reuniting the week after that.  No one can deny the influence of these public figures, but building a sustainable relationship with them, or any brand for that matter, can be difficult.

From the daily work here at Zócalo Group, I've come to realize the importance of our influencer relations and how reaching out to key individuals can help build a brand. Hours of research go into making sure those we reach out to, whether they are a celebrity, news anchor, or well-known blogger, will be relevant to the brand's message and would legitimately use the particular product or idea we're representing.  The ultimate "win" is when this influencer, or eminent, understands and agrees with the brand's message and is willing to make a public, genuine recommendation for it. A reliable influencer who truly believes in the message of a brand then becomes an incredible form of word of mouth marketing.

Although the era of Walter Cronkite's nightly telecasts have passed, his ability to draw an audience that trusts and respects his thoughts and opinions helps to demonstrate what makes a great influencer.