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Data, technology and insights have forever changed the way PR objectives are set and evaluated, and how messages and campaigns are developed. PR professionals risk losing organizational investment by not taking advantage of these additional assets available to them.
While "building buzz" or "breaking through the media clutter" may have been adequate measures of success in the past, PR and communications professionals today are expected to manage relationships, results and ROI, all while making tangible contributions to the organization. Senior leaders now expect corporate communications and PR professionals to understand the fundamentals of business and how PR efforts demonstrate (and generate) a positive contribution towards the organization's objectives. PR Technology, Data and Insights helps communications professionals understand the purpose-built technologies, data assets and actionable insights that are available to them and how to apply these assets in order to improve PR performance over time, versus objectives and against competitors.
Using case studies from industries as varied as Mastercard, Cisco, Southwest Airlines and General Motors, PR Technology, Data and Insights shows communications professionals how to take advantage of technology, lead with data, quantify PR's ability to convert outputs to outcomes and deliver insights to assist senior executives in decision-making.
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Informazioni sull?autore
Mark Weiner is the Chief Insights Officer for Cision, based in New York City, NY. He is an advisor for The University of Florida Public Relations Advisory Council and a trustee for the Institute for Public Relations. He is the 2018 recipient of the Institute for Public Relations Jack Felton Medal for Lifetime Achievement. He was the Chief Executive Officer for PRIME Research after serving as Global Director and Senior Vice President of Ketchum Research. He has lectured at public relations programs at Columbia University, The University of Texas at Austin, UNC-Chapel Hill and New York University.
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Paperback. Condizione: New. Data, technology and insights have forever changed the public relations and corporate communications function. Failure to adapt is more a matter of willingness than inability.Now, technology, data and insights inform more meaningful objectives and elevate performance evaluation. The result is a positive return on PR investment, reduced reputational risk and optimal efficiency. By ignoring these essential assets, PR professionals risk losing executive attention and organizational investment. While "building buzz" or "breaking through the media clutter" may have been adequate measures of success in the past, the top executives who fund and evaluate corporate communications expect much more, including a quantifiable and positive return on PR investment.Leaders assume that corporate communications and PR professionals already understand the fundamentals of business, and they expect an ability to contextualize PR objectives, outputs and outcomes in the language of business. PR Technology, Data and Insights helps communications professionals understand the purpose-built technologies, data assets and actionable insights available to them while sharing best practices to apply these assets for improved PR performance over time, versus objectives and against competitors.Using case studies from industries as varied as financial services, technology, travel, automotive and more, along with best practice examples from Adobe, Mastercard, Southwest, Ford and other world class organizations, PR Technology, Data and Insights shows professional communicators how to optimize technology, lead with data, quantify PR's ability to convert public relations outputs to business outcomes, and deliver insights that empower executive decision-making. Codice articolo LU-9781398600409
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Paperback. Condizione: New. Data, technology and insights have forever changed the public relations and corporate communications function. Failure to adapt is more a matter of willingness than inability.Now, technology, data and insights inform more meaningful objectives and elevate performance evaluation. The result is a positive return on PR investment, reduced reputational risk and optimal efficiency. By ignoring these essential assets, PR professionals risk losing executive attention and organizational investment. While "building buzz" or "breaking through the media clutter" may have been adequate measures of success in the past, the top executives who fund and evaluate corporate communications expect much more, including a quantifiable and positive return on PR investment.Leaders assume that corporate communications and PR professionals already understand the fundamentals of business, and they expect an ability to contextualize PR objectives, outputs and outcomes in the language of business. PR Technology, Data and Insights helps communications professionals understand the purpose-built technologies, data assets and actionable insights available to them while sharing best practices to apply these assets for improved PR performance over time, versus objectives and against competitors.Using case studies from industries as varied as financial services, technology, travel, automotive and more, along with best practice examples from Adobe, Mastercard, Southwest, Ford and other world class organizations, PR Technology, Data and Insights shows professional communicators how to optimize technology, lead with data, quantify PR's ability to convert public relations outputs to business outcomes, and deliver insights that empower executive decision-making. Codice articolo LU-9781398600409
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Paperback. Condizione: New. Data, technology and insights have forever changed the public relations and corporate communications function. Failure to adapt is more a matter of willingness than inability.Now, technology, data and insights inform more meaningful objectives and elevate performance evaluation. The result is a positive return on PR investment, reduced reputational risk and optimal efficiency. By ignoring these essential assets, PR professionals risk losing executive attention and organizational investment. While "building buzz" or "breaking through the media clutter" may have been adequate measures of success in the past, the top executives who fund and evaluate corporate communications expect much more, including a quantifiable and positive return on PR investment.Leaders assume that corporate communications and PR professionals already understand the fundamentals of business, and they expect an ability to contextualize PR objectives, outputs and outcomes in the language of business. PR Technology, Data and Insights helps communications professionals understand the purpose-built technologies, data assets and actionable insights available to them while sharing best practices to apply these assets for improved PR performance over time, versus objectives and against competitors.Using case studies from industries as varied as financial services, technology, travel, automotive and more, along with best practice examples from Adobe, Mastercard, Southwest, Ford and other world class organizations, PR Technology, Data and Insights shows professional communicators how to optimize technology, lead with data, quantify PR's ability to convert public relations outputs to business outcomes, and deliver insights that empower executive decision-making. Codice articolo LU-9781398600409
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Paperback. Condizione: New. Data, technology and insights have forever changed the public relations and corporate communications function. Failure to adapt is more a matter of willingness than inability.Now, technology, data and insights inform more meaningful objectives and elevate performance evaluation. The result is a positive return on PR investment, reduced reputational risk and optimal efficiency. By ignoring these essential assets, PR professionals risk losing executive attention and organizational investment. While "building buzz" or "breaking through the media clutter" may have been adequate measures of success in the past, the top executives who fund and evaluate corporate communications expect much more, including a quantifiable and positive return on PR investment.Leaders assume that corporate communications and PR professionals already understand the fundamentals of business, and they expect an ability to contextualize PR objectives, outputs and outcomes in the language of business. PR Technology, Data and Insights helps communications professionals understand the purpose-built technologies, data assets and actionable insights available to them while sharing best practices to apply these assets for improved PR performance over time, versus objectives and against competitors.Using case studies from industries as varied as financial services, technology, travel, automotive and more, along with best practice examples from Adobe, Mastercard, Southwest, Ford and other world class organizations, PR Technology, Data and Insights shows professional communicators how to optimize technology, lead with data, quantify PR's ability to convert public relations outputs to business outcomes, and deliver insights that empower executive decision-making. Codice articolo LU-9781398600409
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