All PR today is digital and requires the same savvy understanding of how to leverage audiences online - content matters, media lists count but our digital PR execs are hyper-focused on the rankings your story can get.

The modern-day blend of digital PR and today’s celebrities who are now called Influencers is a powerful combination if executed correctly.

Well-selected Influencers can impact in a big way by adding to the ongoing conversation with their personal perspective and legitimacy— -- or they can be a complete waste of money, time, and effort if done haphazardly.

The real skill is about smart curation and selection, collaborative planning, authentic execution, KPIs, and weaving them into a brand’s integrated strategy to assure they add to the brand conversation in a valuable way.