GOLD79’s Director of Corporate and International, James Harris, explores what influence looks like, and why building authentic relationships can make all the difference in effective corporate communications.
The true power of influence doesn’t lie in likes and comments, it comes from making connections with the right people. But how do we explain the power of influence in everyday life – both online and in the real world? Why do memes go viral? How do songs start trending? What makes fashion catch on? Answers lie in understanding the psychology of influence – and how to harness it effectively in PR and comms.
The 90-9-1 Rule
Participation inequality, a concept first researched by Will Hill back in the 1990s but credited to Jacob Neilson, shows that in any large community – whether online or in real life – participation is not equal. Enter the 90-9-1 rule, which explains this distribution of activity:
- 90% of users are lurkers, silently consuming content but never contributing.
- 9% contribute occasionally, but not consistently.
- 1% are the hyperactive contributors responsible for almost all content creation and activity.
This uneven spread of activity mirrors how influence works in the real world. While most people are passive observers or occasional participants, a small, highly active group holds the most power. These are the people who can spark behaviour change on a larger scale. When we focus on engaging the 1%, we’re not just reaching an isolated few, we’re igniting influence that trickles down to a larger audience.
Quality over quantity
In corporate PR and comms, the temptation to try to reach as many people as possible can be overwhelming. But in reality, true success lies in reaching the right people. Trying to influence thousands of passive individuals won’t get the same results as focusing on a small, highly active core of corporate actors.
To make an impact, we must concentrate our efforts on the 1% who drive the most engagement, and the 9% who contribute occasionally. These people – whether LinkedIn content creators, industry leaders, or niche community figures – wield the most influence, and their actions shape the behaviour of the less-active majority.
Real influence is built on trust and authenticity. Influencing this core group means fostering emotional connections, creating content that resonates, and building trust over time.
The Principles of Persuasion
When trying to establish who the influential few are for any brand, we can all take learnings from Robert Cialdini’s book Influence: The Psychology of Persuasion. 40 years on, his six key principles of persuasion provide a roadmap for understanding how influence works:
- Scarcity – We desire what is rare or exclusive.
- Authority – We follow the lead of credible, knowledgeable figures.
- Social proof – We mirror the actions of others, especially in uncertain situations.
- Liking – We are more easily persuaded by people we like or relate to.
- Reciprocation – We feel obligated to return favours or positive gestures.
- Commitment and consistency – Once committed to something, we strive to stay consistent with it.
Plus one later addition:
7. Unity – Shared identity, such as group belonging, strengthens persuasive power.
Cialdini’s principles explain why people adopt certain behaviours when they see them modelled by others – be it buying a book because it’s recommended by a big name on ‘booktok’ or wearing a cycling helmet because an authority figure in the medical industry recommends it.
The key takeaway for corporate PR and comms is that influence radiates from the few to the many. When the small, influential 1% adopts a behaviour, it spreads through the network via social proof and authority, rippling outwards to the wider audience.
Building Your Networks of Influence
1,000 connections can mean nothing, but 100 connections can mean everything.
By cultivating relationships, fostering trust, and focusing on those who can create the ripple effect, you can cut through the noise with unrivalled efficiency. But how do you establish where your brand’s epicentre of influence lies?
Our Networks of Influence programme starts by identifying those who exert real authority – whether it’s regional, national or international.
Every city and every sector has those people and organisations that wield power and influence. We blend art and science to find those exponents and get your brand on their radar.
Drawing on a combination of analysis tools and local industry experts from around the world, we pool PR, social media and events experience, to establish laser-focussed networks of corporate influence for your brand.