Almost overnight, the term "influencer" has found its way into social media, impacting the way individuals purchase products because of shared product reviews and experiences.
Tapping into this online trend, College of Communication and the Arts alumna Taylor Key '18 recently joined Influenster, an online product-discover and product-review platform as the executive assistant to the company's Chief Executive Officer (CEO) Aydin Acar and President Elizabeth Scherle. Influenster is a rising mobile and online application that sends targeted members a "voxbox" of free products and brands for individuals to share their honest experiences on Instagram.
In her role, Key exclusively manages Acar's and Scherle's schedules and helps maintain a positive work environment in the New York City headquarter office. Alongside these responsibilities, Key harnesses her public relations background to analyze the company's review platform, formally presenting her suggestions and recommendations to the Influenster team. "Being an executive assistant is public relations in itself," said Key. "I'm the bridge between the company, key leadership, clients, and investors."
Notably, Key applied her learnings during the development of new Influenster merchandise. She assisted in the design process by drafting copy for the website, helping approve the final looks and modeling the merchandise to present a cohesive visual and written narrative. "I always have our primary audience in mind while analyzing our content, especially in terms of branding, user-experience and purpose," said Key.
Echoing her professional interests, Influenster was a natural fit for the recent graduate. Key's senior thesis examined how brands use social media to influence public opinion and turn it into advocacy. "Influenster connects brands to authentic public opinion—stemming from product reviews on our feedback platform—which impacts brand credibility for our audiences," noted Key. "This is exactly what my research examined. Being able to work alongside two business entrepreneurs in the field is also incredibly inspiring and extremely rewarding."
During her undergraduate studies, Key was actively involved in the Public Relations Student Society of America (PRSSA), the Litore Agency, and the Black Student Union (BSU). The ability to gain hands-on experience while working with real-clients and learning from practicing professionals helped refine her technical skills and relationship management experience, noted Key.
Looking ahead, Key hopes to take her passion for the field and open her own public relations firm, honing her ability to help organizations reach their goals and build valuable connections in honest and authentic ways.
For more information about the Public Relations program, please contact Dr. Kristen Koehler at email@example.com.