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A good communications program is like a basic food chain. Assuming your message is the right one, you educate key spokespeople and influencers on that message, and then the message flows down through the chain and ultimately reaches your publics through a variety of credible sources. Which means that the most critical group in many communications programs are the early champions and influencers. These are the first people to try new products, and you hope they become the source of countless crucial recommendations. Every industry has its analysts, consultants, financial analysts, key customers, academics, and leadership figures that others turn to for advice and recommendations. In cosmetics it is hair stylists, in the medical community it is doctors and nurse practitioners, in high-tech it is …
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