How to strengthen relationships with your key 'advocates'.

• Position: New Products - Brief Article

Every business knows that there are certain key individuals and small groups that can affect--positively or negatively--broad market perceptions and behaviors quickly and directly.

Now, the New York-based public relations firm, Ketchum, has introduced a product, Ketchum Influencer Relationship Management, that identifies and reaches that select group of people who, for each company, mold the perceptions and behaviors of customers and decision makers. The initiative features a customized Web-based portal to manage and measure relationships with these influencers.

The product offers a way for financial services companies to strengthen their relationships with their most powerful and vocal advocates, Ketchum says. The...