A crucial part of a public relations campaign are bylines, it is content on a publication that features the authors name. Bylines are featured at the beginning of the content, or at the end as a signature.

Having a list of contributed bylines that have been by a professional is an excellent tactic for any public relations strategy. It’s a way to demonstrate to an audience that the brand or the executive emphasizes thought leadership and helps the brand establish itself as an industry expert and as a voice.

Many people seem to be unaware of the fact that it’s not just Instagram and YouTube where people are able to gain a profit from sharing content. The same thing is also possible on Twitter, as every single account, hashtag, and tweet has an economic market value that anyone is able to calculate.

However, it’s a lot easier to make these calculations for people or accounts that are considered influencers, as they tend to have a higher number of followers, as well as better engagement. As with other social media platforms, the more popular an influencer is, the higher their potential social media-related wages are going to be.

The current trending tactic for marketing strategies is influencer marketing, which has started showing up in practically every strategy. However, there are big differences between influencers, and not just where it concerns the type of audience they have and the brands that they decide to work with. Today’s piece is on the wide spectrum of influencers, which varies depending on their level of popularity. With influencer marketing seeing exponential growth in recent months, many people have started differentiating influencers into four main categories. Each one of them has a different set of standards that an influencer has to achieve before they can move up the ladder.

Additionally, estimates note that the influencer market is going to be worth more than $10 billion this year. As such, knowing the differences between each of the categories of influencers before looking for the right one for the next campaign is essential.

In public relations, media refers to any messaging channel or platform the brand might use to connect with customers. Traditionally, there are three types of media: paid, earned and owned. The modern PR landscape has added a fourth: shared. Funneling all PR messaging through one of these four channels is sometimes called the PESO model, for Paid, Earned, Shared and Owned. While the ultimate goal – building a positive brand reputation – is the same in all cases, the strategy to leverage each kind of media is distinct.

Owned Media is any content or messaging platform the brand owns or exclusively controls. This may include print media, digital platforms, websites or social media pages, as well as all the content on those channels. Other effective forms of owned media could include white papers, presentations, e-Books or other forms of brand-controlled content. Marketing through email, newsletters, or any other direct to consumer or direct-to-list operations also falls under owned media, because the brand controls the content being sent.