Chief Influencer®

What does it take to influence people in an era where trust is harder to earn, and attention is harder to capture?

In this episode of Chief Influencer, Anthony Shop sits down with Dr. Loretta Doan, CEO of the American Association of Immunologists (AAI), to explore how leaders can turn expertise into influence, build trust across diverse audiences, and create alignment that drives meaningful impact.

Drawing on a career that spans science, communications, policy, and association leadership, Loretta shares how she helped transform AAI into a more outward-facing organization and talks about the launch of the Immunology Explained initiative. Along the way, she reveals why influence is not about being the loudest voice in the room, but about earning credibility, empowering others, and creating opportunities for trusted messengers to connect with the audiences they serve.

The conversation explores the power of "borrowing trust," building internal alignment before pursuing external visibility, and why authentic leadership is more important than polished messaging in today's environment.

Whether you're leading a nonprofit, association, company, or movement, this episode offers practical lessons on how influence is built, sustained, and scaled.

Takeaways:
  • Influence Starts With Listening: Before leaders can communicate effectively, they must understand their audience. Loretta explains that meaningful influence begins with listening, learning where people are coming from, and meeting them where they are.
  • Trust Is Built Through People: Institutions may struggle to earn trust, but people still trust other people. Leaders can extend their reach by empowering ambassadors, advocates, and trusted voices who can connect authentically with their own communities.
  • Internal Alignment Creates External Impact: Successful public-facing initiatives rarely start with marketing campaigns. They begin with alignment among leadership, staff, stakeholders, and members. When people share a common vision, influence becomes far more powerful.
  • Borrowing Trust Accelerates Credibility: One of the episode's most memorable concepts is the idea of "borrowing trust." Strategic partnerships with respected experts, creators, and advocates can help organizations reach new audiences and build credibility faster.
  • Great Leaders Create Space for Better Decisions: Loretta shares how presenting multiple options rather than forcing binary choices helps encourage collaboration, reduce defensiveness, and create stronger outcomes across teams and boards.
  • Authenticity Matters More Than Perfection: In a world saturated with polished content, authentic human connection stands out. Influence grows when leaders show up as people first and allow others to connect with the human side of leadership.
  • Influence Evolves Over Time: Early in a career, influence often feels tied to personal recognition. As leaders mature, influence becomes less about individual visibility and more about helping others succeed and creating lasting impact through collective effort.

Quote of the Show:
  • "People trust people. We borrow the trust of these influencers who do have these followings of people who trust them."

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Shout Outs:

Creators and Guests

Host
Anthony Shop
Anthony Shop believes in the power of people-centered branding and marketing to create a bright future. He chairs the National Digital Roundtable, the premier convener of digital innovators, leaders and policy shapers. Anthony also is the Co-Founder and Chief Strategy Officer of Social Driver, a digital services firm that helps companies and non-profits establish winning strategies with social media, websites, creative, and advertising. An enthusiastic presenter and teacher, he has led executive-level training for Amazon, PepsiCo, NASA, The British Embassy and the Bipartisan Policy Center. He has been recognized as an “OUTstanding LGBT Role Model” by The Financial Times, “40 Under 40” by The Washington Business Journal, and Business Leader of the Year by the DC Chamber of Commerce. A former newspaper reporter, Anthony was the first new media professional elected to the National Press Club’s Board of Governors. He currently serves on the boards of Leadership Greater Washington and LearnServe International. He earned his MBA from The George Washington University School of Business, where he teaches as an adjunct lecturer.
Producer
Amanda Goyette
Guest
Loretta Doan
Chief Executive Officer, The American Association of Immunologists
Producer
Robert Krueger
Robert is an Executive Director for The Communications Board, an organization with the mission of providing high-quality professional development for every communicator in every location. He is also the Global Lead for Partnership Communications at Gensler, the world’s largest architecture and design firm. Prior to his current role, he performed executive and CEO communications for Gensler, and was the senior director of public relations and social media at the Urban Land Institute. He obtained an MA in Communications and an MA in History from George Mason University. He did his undergraduate studies at the University of Missouri-Columbia. In addition, Robert has taught communications at universities including George Mason University, West Virginia University, and the University of Florida. Robert currently serves as Immediate-Past President for the Public Relations Society of America’s National Capital Chapter (PRSA-NCC) -- the nonprofit’s largest chapter.

What is Chief Influencer®?

Washington is the Center of Influence - in the U.S. and arguably the world. Chief Influencer® spotlights leaders who have figured out how to break through in today’s fragmented and noisy world. Social Driver teamed up with The George Washington University College of Professional Studies and The Communications Board to recognize these leaders as Chief Influencers and highlight how they inspire and influence others.