Strategic Communication Workshop: Understanding Influencer Strategy
Columbia University, Fayerweather Hall, Room 310
This workshop will survey the evolving landscape of brand influencers — individuals with outsized power to shape market opinion and behavior— from traditional celebrities and familiar faces, to bloggers, peers, customers, and potentially anyone with a smartphone and social media amplification. Discussion will include the differences between brand influencers and brand ambassadors, how to determine if an influencer strategy is right for a brand, criteria for identifying an appropriate influencer, and considerations for how to leverage an influencer.
About the Speaker
Sandra Stahl has specialized in marketing communications and PR for 25+ years, holding leadership positions on the agency (Ruder Finn) and corporate sides (CDx Laboratories). She is considered especially valuable to companies for the creativity and stakeholder insights she brings to communications solutions and her ability to distill the complex into the manageable. Stahl has extensive experience in brand, corporate, and internal communications with a strength in developing narratives that are pulled across companies from the inside out. She is a published thought leader in communications strategy and audience connectivity, authoring articles in AdAge, PRWeek, PM360, Pharmaceutical Executive, FoxBusiness.com, and Fox News.com, WomenEntrepreneur, among others. She is a founding partner at jacobstahl, a marketing communications firm she co-established in 2003, and an adjunct professor at the Brand and Integrated Communications masters degree program at City College of New York where she has taught courses on brand influencers and employees as brand icons.