We've been talking influencers for many episodes now, and this conversation is about how you build an influencer relations program. We kinda wend our way there with solid tips in the Heart of the Matter, so listen to the end!

John Gregory Olson and Jayme Soulati are co-hosts of The Heart of Marketing. With Jayme's perspective and orientation to public relations, and John's orientation to marketing, each brings thoughts on defining influencers and who they are.

Both agree, influencers are NOT free!

To build a program:

• Define your goals and set strategy
• Determine outcome and ability to measure
• Find the influencer with the right chemistry for your program
• Execute some test tactics to see if the fit is right
• Launch wider and see how it goes

You'll get more out of this episode because we cover a lot of ground. Take a listen and let us know how you like it!