This summary is provided by the IPR Digital Media Research Center Summary Today’s digital environment has forced public relations professionals to cede at least some control of their messaging to new agents in digital media communities, including social media influencers (SMIs). However, research has found that public relations professionals find it challenging to identify SMIs … Continue reading The Challenge of New Gatekeepers for Public Relations: A Comparative Analysis of the Role of Social Media Influencers for European and Latin American Professionals