Advertising might give you license to start the process, but it's the deployment of PR to secure editorial exposure, to influence the influencers and to leverage social media that will embed your creative idea beyond the life of your media budget.
To make your score go up, you have to tweet out of obligation, and you have to try to influence the other influencers.
Related: The dirty barbecue – awesome steaks made simple Caribbean flavours are likely influencers this summer, too.
It's all too convenient to default to academic parlance that distances us from an issue, though in the hands of the influencers and policymakers this is an egregious oversight.
Actually, on second thought, it's not in the slightest: the 20 influencers are uniformly male, and – apart from One Direction's half-Pakistani Zayn Malik – uniformly white.
As with book publishing (see article), this means there are now legions of fashion "influencers", with big followings on Twitter, Instagram and Pinterest.
But what does the deal actually mean Mr Armstrong's memo says the acquisition fits into his firm's "80 80 80" focus, which he summarises as follows: "80% of domestic spending is done by women, 80% of commerce happens locally and 80% of considered purchases are driven by influencers".
This is a briefing book for surrogates, and beyond them for the legions of "influencers" so prized by modern political campaigns: the amateur opinion-formers whose friends, colleagues and relatives listen to their political views, or follow them online.
Bombarded with all that blogging, tweeting and Facebooking, consumers will surely, more than ever, be looking to a few trusted "influencers" to tell them what to think, an idea foreshadowed in "Propaganda", a 1928 spinner's bible by Edward Bernays, PR's founding father.
Burson-Marsteller's recent study of business influencers asked how long they thought it took to turn a company around; the answer was an average of a mere 22 months.A chief executive who is perceived to be failing may be quickly dumped.
Finally, firms should make contact with "influencers and shapers"—journalists, financial analysts and even tax specialists.
