- The document discusses how influence is changing from traditional gatekeepers like mainstream media to a more open model with citizen-created media and bloggers as influencers. It provides examples of how bloggers have brought attention to stories and impacted companies. - New influencers like bloggers are less predictable and companies have less control over messaging. Traditional news consumption is declining while blogs and online media are increasing. - Anyone with an online presence can now influence audiences and break news faster. Companies need to learn about their audiences and engage in real-time, two-way communication across multiple media to remain influential.

1. Expanding Scope of Influence Some lecture content courtesy of

8. Classic Influence Model

9. New Influence Model

36. Transparency and Trust