Everyone does what they do, buys what they buy, and goes where they go based on an influence.  Maybe your influencer was your parent when deciding where to go to college? Maybe you teachers influenced you on what major to choose? Or maybe a friend encouraged you to buy the iPod over a Zune.  No matter what, you are being influenced every day.

So as PR people how do we reach new influencers to get people to buy our product, use our service, or come to our business?

Everyone knows that celebrities and people in the social spotlight influence what other people do.  According to Craig Newmark, an entrepreneur best known for being the founder of the San Francisco-based international web site Craigslist, the three top influencers are Barack Obama, Jon Stewart and Stephen Colbert.  He also recommends Tina Fey, Jimmy Wales, George Clooney, Oprah and Nancy Pelosi.  Several of these people have their own talk show.  To reach someone to get them to talk about you on their talk show you need to already be famous or do something pretty extraordinary.  But when planning some extraordinary event remember to keep it tasteful.  Or you may just get unfriendly discussion from those big influencers, so beware.