This is the third installment of our ‘Q&A with the Review’ series in which we talk with prominent members of the influencer marketing community about their work and thoughts on the industry. Amanda Maksymiw and Duncan Brown helped us get the series started, and now we’re grateful that Philip Sheldrake, author of The Business of Influence, is joining us for our third Q&A.
IMR: Thanks so much for joining us, Philip. And congratulations on the book. We know that’s no easy feat.
Philip: Thanks for the invitation to chat here. And thanks for having my book cover on IMR’s homepage :-)
IMR: Oh yeah. It’s probably about time we change the image, huh.
You’ve stated in the book and elsewhere that “the business of influence is broken.” What do you mean by that exactly? Some might think there wasn’t much of a “business of influence” in the first place.
Philip: A definition of influence: you have been influenced when you do something you wouldn’t otherwise have done, or think something you wouldn’t otherwise have thought. There’s influence in everything an organization does, and sometimes in what it doesn’t do, and yet despite this we often apportion responsibility for influence to marketing and PR departments. The 2012 organization looks incredibly similar to the 1992 organization, which is crazy when you consider the impact of social media and related information technologies.