Groundswell: How People With Social Technologies Are Changing EverythingWinning In A World Transformed By Social Technologiesby Josh BernoffHere's the problem. "Influencers" -- that's reporters, analysts, bloggers, anyone with an audience -- are targets. PR people are the ones who want to influence them. The PR folks subscribe to databases from companies like Cision and Vocus and then send out hundreds of undifferentiated press releases (it's called "spray and pray").
