I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. — Maya Angelou

Someone recently asked me about my personal media relations strategy. For me, it’s all about quality vs. quantity. This is one of the areas where I see social media and media relations overlapping. It’s much more about building real relationships, and building a loyal group of fans, than it is about building a huge network of “fans” who don’t really interact with your brand.

Companies like Old Spice and Ford recently took targeted outreach to a new level. Old Spice’s campaign and Ford’s campaign each took a completely personal approach, creating individual video messages for specific influencers.

Those of us who are charged with telling our organization’s story, this year we will be asked: Who are our top 5 influencers? How can we reach them in a completely individualized, personal way that will really resonate? Do you go public, as Old Spice and Ford did, or do you keep it offline? What do you think?