The biggest challenge ahead for influencer marketing is the way we think about and categorize influencers. If we do not change from prescribing strategies that are limited to Instagrammers and YouTubers with large audiences, the practice and category will be washed away as a fad and the practice will be folded back into social media or PR or some other discipline. "Influencers" is the wrong way to view our target partners. "People with influence" is the right way. Rick Alcantara will interview Jason Falls, veteran public relations professional, digital marketing thought leader and author of Winfluence - Reframing Influencer Marketing ot Ignite Your Brand to shed light on the problem, investigate this reframing and find solutions that business communicators can use to make influence a broader part of their success.

September 23, 2021
Noon - 1:00 p.m. Eastern

Students: $5
Members: $10
Guests:$20

About Jason Falls

Jason Falls solves problems. Most of the time they have to do with digital marketing for Cornett, a full-service advertising agency based in Lexington, Ky., named the Southeast’s Small Agency of the Year by Ad Age in 2021. There he leads digital strategy and hosts two marketing podcasts (Digging Deeper and Winfluence). His work has touched a number of major brands and has been recognized with several national and many regional awards including a 2020 Shorty Award for his influencer marketing work. His third book, Winfluence: Reframing Influencer Marketing to Ignite Your Brand, was published in February 2021 from Entrepreneur Press.