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As communicators, we spend most of our time thinking about influence. Who has influence in our industry? How can we get more for our organizations? Which outlets carry the most and how can I tap into it? However, we rarely reflect on our own influence. And yet, the influence we wield – internally within our organization or externally to our clients – is the single most important factor in our ability to produce great programs and help organizations make sound decisions. Named a “Woman of Influence” by the Austin Business Journal in 2011, Stacy Armijo provides a perspective about how PR practitioners can increase their influence and how to use it elevate the role of the PR function in your organizations.