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PRSA 2020 Corporate Communications Conference

June 25–26 | New York City

Thursday, June 271:45 - 2:45 p.m.│Breakout Session

Influencers: Building an Influential Corporate Storytelling Strategy

 Influencer marketing expert, Danica Kombol, is no stranger to helping to develop award-winning influencer marketing campaigns for the likes of Georgia-Pacific, Cox Enterprises & Coca-Cola. In this session, she'll demystify the role of influencers and micro-influencers and review how these digital wunderkinds can breathe life into old stories. Have a CSR initiative that can't seem to get any press? Consider inviting influencers into HQ & share your initiative with them. Want to tell the story of the company behind the brand but have some modicum of control over the story outcome? Source influencers who are passionate about your mission & get them to tell the tale for you. No corp comm person wants to have a reputation management challenge, but if you did, imagine how much easier it would be to combat if you had a stable of supportive influencers at the ready to defend your brand. The smile & dial days of yore are long gone. Print publications are suffering but influencers are on the rise. In this session, Danica will provide solid case studies of Fortune 500 brands who use influencers to humanize their brand and tell corporate stories that deserve to be shared. She'll share a complete guide for sourcing influencers and developing a strategy to implement for your organization.

 In this session you will learn:

  1. The basics of building an influencer marketing strategy - from how to define goals to how to source influencers.
  2. Press releases may be successful for pitching journalists but definitely not what you should use when contracting influencers. Learn the recipe for influencer story-telling success by understanding how you "contract" influencers (instead of pitching) and the type of information they need to build a blog post and social shares.
  3. While paying influencers may seem sacrilegious in corp comm, in fact, it's fairly common. Payment may not necessarily be monetary, but could be an experience or product. Whether dollars are exchanged or not, FTC guidelines must be adhered to. We'll review the do's and don'ts of these guidelines.

Danica Kombol, CEO, Everywhere Agency

Danica Kombol

Danica Kombol is the CEO of the Everywhere Agency, a leading influencer marketing agency that works with Fortune 500 companies to craft and execute successful campaigns. She founded the Everywhere Society blogger network to power the agency’s many award-winning influencer campaigns for clients like Macy’s, Coca-Cola, AutoTrader, Carter's, Newell Brands, Cox Communications, and others. One of her agency’s claims to fame is that they secured the Guinness World Record for the most socially networked message with their cause campaign #BeatCancer. As a social media marketer, Danica draws on her extensive background as a television producer and public relations executive. She began her career at Sesame Workshop and went on to become a successful television producer working on such legendary shows as Saturday Night Live and Kids in the Hall. She’s a frequent speaker at social media conferences and global marketing forums. She's a founding board member of the Influencer Marketing Association and serves on the board of the National Black Arts Festival. She's an alumna board member of She's an alumna board member of WOMMA (Word of Mouth Marketing Association).