What defines an "influencer" in the context of public relations?

An influencer in the context of public relations is primarily defined as an individual who has the power to sway audience opinions. This influence is often rooted in their credibility, expertise, or relationship with their audience. They have established a level of trust that allows them to impact the perceptions and behaviors of others, making them valuable assets for brands looking to reach specific demographics or to promote products and services.

Influencers typically have a strong presence on social media and are often considered thought leaders or trendsetters within their niche. Their effectiveness in public relations campaigns arises from their ability to engage and connect authentically with their followers, thus driving brand awareness and consumer action.

In contrast, the other options do not adequately capture the essence of what an influencer embodies. For instance, someone who markets products without authority lacks the credibility needed to effectively influence opinions. A generic spokesperson does not possess the specific personal connection or influence that resonates with audiences in the same way a true influencer does. Avoiding public engagement is contrary to what an influencer typically embodies, as their role often involves active interaction with the public to maintain and grow their influence.