BOOK REVIEW: The Influentials carries real PR impact

Many PR pros spend their time trying to find a core group of consumers who create trends, drive public opinion, influence a political discourse, or turn a minor problem into a major crisis.

Many PR pros spend their time trying to find a core group of consumers who create trends, drive public opinion, influence a political discourse, or turn a minor problem into a major crisis.

The Influentials offers a complete analysis of the RoperASW's view on the 10% to 12% of Americans who drive public opinion and consumer trends. The book uses a wealth of data, primarily taken from Roper's syndicated consumer trends service, Roper Reports. While most Americans were buying K-Cars, influentials bought mini-vans. When mini-vans took hold, influentials moved to SUVs. The examples are many, and following this group can offer a genuine heads-up on major consumer trends. The book is somewhat predictable, and the many eye-numbing statistics make finding the nuggets of real value tricky. However, by understanding how to identify this core group, one can test if a PR program will resonate with them. And, if influentials believe in an effort, the rest of the public will likely follow. ----- Title The Influentials Authors Ed Keller and Jon Berry Publisher Free Press, 368 pages Reviewed by Dr. David B. Rockland, SVP, global director of research, Ketchum

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