Recently, Josh Bernoff of Forrester proposed a new way to measurepublic relations pros and their pitches. Establishing a rating system of PRpeople is way off base. Topics, clients and objectives shift hourly.

However, as PR people target influencers, the influx of datawill allow us to create new definition of what an influencer is. Mainstreamwill continue to further fragment and isolate influencers that have animmediate impact on communications goals, linked to business and brand. Therewill never be a singular model to promote this type of influence.

Instead of working toward models that relievejournalists of overloaded inboxes, we should be working toward nurturing theanalytical minds to understand what influence really means.

Jennifer Becker