The pay-for-play problem in PR - let's talk influencer programmes

A few weeks ago, I received an email inviting me to a webinar titled:  “What’s Wrong with Your Influencer Program?” It made me think about the question asked in the title and try to address it here.  The answer isn’t simple, so to fully understand what’s wrong with influencer programs it’s important to look at how and why they have become so prominent… and it’s not because they work. 
The Integrated Model
Beginning in 2010, as digit