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" ... Definitions and quoteporn aside, the report is a solid start for someone looking to create a POV for their company or just grapple with the issue a bit better. However, throughout the report I was struck that this is just another term for public relations. I grilled Solis further and asked if we are just seeing another unneeded term; "The truth is that any time this topic comes up it is aiming to put a pretty bow on an old way of thinking about engagement. The inference with influence 2.0 is to make a formal push into a new era of engagement that ties more specifically to customer experience or the experience the experience of anyone who is looking for useful information or relationships to make decisions." Whether you believe this or not, "Influencer Relations" is the term du jour across agencies. Some are doing "it" (the "industry" is so amorphous) well and others are simply extending reach - slash that - most are simply extending reach. ... "