ITB Worldwide SVP Michael Jacobson shares his insight with PR Week, on avenues government officials should use when trying to spread health messages.

Here’s what he had to say:

But the use of a handful of influencers is only one avenue that government officials should use when trying to spread health messages, says Michael Jacobson, SVP at talent and influencer marketing agency ITB Worldwide.

“Whether it’s a public health campaign, a nonprofit or a commercial campaign trying to sell a product, the tactical use of influencer marketing by itself does not in and of itself make a successful campaign,” Jacobson said. “It needs to ladder up its goals and fit into an integrated campaign.” 

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