A popular PR tactic is influencer outreach, a post-modern version of a celebrity endorsement. While this approach can create social chatter, its impact is often short-term and ineffective for driving behaviour.
As publicists are starting to turn to brand advocates to generate not just buzz but leads and sales, it's important to understand the characteristics and motivations behind advocates and influencers. This infographic from Zuberance puts them side by side to compares their effectiveness. (click to enlarge)