Once you've identified opinion leaders, what do you do with them?
You don't send opinion leaders press releases and opeds, as if they're members of the media.
What you do is build relationships with opinion leaders, if they have common ground with you. Because they can be quite helpful with making things happen.
Say you're part of the local Red Cross and doing publicity for a blood drive in a city.
I'd get in touch with people like local doctors, the union representing nurses, the fire chief and the police chief. Those are people with credibility on health care and public safety. They're not only opinion leaders, but stakeholders. I'd also talk to local churches and groups like the Lion's Club.
It'd be smart to have some of those local stakeholders and opinion leaders at any sort of press event. It'd also be smart to have them write letters to the editor or opeds asking folks to donate blood.
A media campaign with a snappy slogan can raise awareness. Yet that's only the first step.
Opinion leaders help persuade people to act.
Seeing somebody they know and trust talk about the issue can close the deal.