PR Technology, Data and Insights

PR Technology, Data and Insights
Author: Mark Weiner
Publisher: Kogan Page Publishers
Total Pages: 233
Release: 2021-04-03
Genre: Business & Economics
ISBN: 1398600415
GET BOOK

Download PR Technology, Data and Insights Book in PDF, Epub and Kindle

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.

Unleashing the Power of PR

Unleashing the Power of PR
Author: Mark Weiner
Publisher: John Wiley & Sons
Total Pages: 274
Release: 2006-06-12
Genre: Business & Economics
ISBN: 0787985996
GET BOOK

Download Unleashing the Power of PR Book in PDF, Epub and Kindle

Using dozens of case studies from well-known companies such as General Electric, FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president and public relations scientist Mark Weiner offers a research-based model for creating and implementing public relations programs that will generate desired results and improve an organization’s ROI. Written as a highly accessible hands-on guide, Unleashing the Power of PR explains how to use market research methods to plan and evaluate public relations programs scientifically. The author explores the benefit of learning to speak to senior executives in a way that will improve communications and ultimately help strengthen PR performance and results. In addition, the book debunks common myths—such as “PR is impossible to measure!”—that undercut the effectiveness of PR and obscure its real value.

Real-Time Marketing and PR

Real-Time Marketing and PR
Author: David Meerman Scott
Publisher: John Wiley & Sons
Total Pages: 257
Release: 2010-09-29
Genre: Business & Economics
ISBN: 0470930241
GET BOOK

Download Real-Time Marketing and PR Book in PDF, Epub and Kindle

Launch effective real-time communications to win in today's always-on world Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. "Real time" means news breaks over minutes, not days. It means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!

Handbook on Digital Corporate Communication

Handbook on Digital Corporate Communication
Author: Vilma Luoma-aho
Publisher: Edward Elgar Publishing
Total Pages: 483
Release: 2023-05-09
Genre: Business & Economics
ISBN: 1802201963
GET BOOK

Download Handbook on Digital Corporate Communication Book in PDF, Epub and Kindle

This comprehensive Handbook offers an extensive overview of current knowledge of corporate communication from a digital perspective. It provides a state-of-the-art view of the ubiquitous impact, both positive and negative, of digital technologies and digitalisation processes on corporate communication.

A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition

A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition
Author: David Michaelson
Publisher: Business Expert Press
Total Pages: 251
Release: 2017-01-24
Genre: Business & Economics
ISBN: 163157762X
GET BOOK

Download A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition Book in PDF, Epub and Kindle

Contemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. To help you keep up to speed with the exciting changes and developments of publications, this book has been updated to provide you with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, this book will guide you through the effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This third edition takes a best practices approach-one that focuses on choosing the appropriate method and rigorously applying that method to collect the data that best answers the objectives of the research. It also presents an approach to public relations that emphasizes the profession's impact on the client's return on investment in the public relations function, the measurement of social media and the use of standardized measures.

Public Relations and the Digital

Public Relations and the Digital
Author: Clea Bourne
Publisher: Springer Nature
Total Pages: 244
Release: 2022-09-29
Genre: Language Arts & Disciplines
ISBN: 3031139569
GET BOOK

Download Public Relations and the Digital Book in PDF, Epub and Kindle

This book takes a people-centred approach to the ever-fluid and rapidly-transforming professional world of public relations (PR) in the age of digital platforms. As everyday PR work becomes increasingly shaped by the platform economy, this is transforming how the PR profession talks about itself, its issues and concerns. Drawing on different textual genres and discursive strategies, the author examines the shifting boundaries between PR and adjacent fields such as advertising, marketing and journalism – and illuminates varied lifeworlds of PR professionals from different backgrounds, races and genders. Written for academics, practitioners and those interested in the world of public relations, the book will also be enjoyed by young professionals working in this interesting and fast-changing occupation.

Navigating Digital Communication and Challenges for Organizations

Navigating Digital Communication and Challenges for Organizations
Author: Andrade, José Gabriel
Publisher: IGI Global
Total Pages: 325
Release: 2022-04-15
Genre: Business & Economics
ISBN: 1799897923
GET BOOK

Download Navigating Digital Communication and Challenges for Organizations Book in PDF, Epub and Kindle

Public involvement has the power to promote an active circulation of media content and can generate economic and cultural value for organizations. The current perspectives on interactions between audiences, organizations, and content production suggests a relational logic between audiences and media through new productivity proposals. In this sense, it is interesting to observe the reasoning of audience experience through the concepts of interactivity and participation. However, there is a gap between the intentions of communication professionals and their organizations and the effective circulation and content retention among the audiences of interest, as well as the distinction between informing and communicating. Navigating Digital Communication and Challenges for Organizations discusses communication research with a focus on organizational communication that includes a range of methods, strategies, and viewpoints on digital communication. Covering a range of topics such as internal communication and public relations, this reference work is ideal for researchers, academicians, policymakers, business owners, practitioners, instructors, and students.

Marketing Communications

Marketing Communications
Author: PR Smith
Publisher: Kogan Page Publishers
Total Pages: 673
Release: 2019-12-03
Genre: Business & Economics
ISBN: 074949865X
GET BOOK

Download Marketing Communications Book in PDF, Epub and Kindle

"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation.

Data-Driven Public Relations Research

Data-Driven Public Relations Research
Author: Jim Eggensperger
Publisher: Routledge
Total Pages: 358
Release: 2018-09-03
Genre: Language Arts & Disciplines
ISBN: 135176778X
GET BOOK

Download Data-Driven Public Relations Research Book in PDF, Epub and Kindle

The public relations industry is undergoing a revolution in using data to define promotional programs, to measure influence and to address the needs of clients with more precision than ever. Applying tools that range from online surveys to social-media listening to applying big data with sophisticated algorithms, today’s PR professionals are data-driven in virtually everything they do. Data-Driven Public Relations Research is the first book for PR students and practitioners to offer an overview of these new practices as well as a glimpse into the future of these new applications, including "big data" and some of the applications from real-world PR campaigns and strategic planning. It includes contemporary cases involving brand name companies who are blazing new trails in the use of metrics in public relations. This book presents a practical, accessible approach that requires no prior training or experience, with easy to follow, step-by-step measurement examples from existing campaigns. Using Excel, the book enables readers to export lessons from the classroom to the office, where use of statistical packages is rare and can give PR practitioners the advantage over competitors. This pragmatic approach helps readers apply metrics to PR problems such as: Finding the best target audiences Understanding audience communication needs and preferences How best to present research outcomes How to manage major projects with specialized research firms. Accompanying electronic resources for the book include sample answers to the book’s discussion questions, PowerPoint lecture slides for instructors and sample research exercises using Excel.

The Future Starts Now

The Future Starts Now
Author: Theo Priestley
Publisher: Bloomsbury Publishing
Total Pages: 273
Release: 2021-04-15
Genre: Business & Economics
ISBN: 1472981510
GET BOOK

Download The Future Starts Now Book in PDF, Epub and Kindle

Featuring contributions from an international array of futurists, The Future Starts Now provides fascinating insights and guidance into how society and business will transform in the years to come. The future is an uncertain, uncomfortable prospect for employees, employers and society at large. A flurry of unprecedented events have proven that, despite what some politicians and economists may tell us, the future is not set in stone. Instead, it is constantly being shaped and redefined by the everyday decisions of individuals and organizations. In light of this uncertainty, The Future Starts Now looks toward the various innovations and technologies that may shape our future. Authors Theo Priestley and Bronwyn Williams have brought together the world's leading futurists to articulate and clarify the current trajectories in technology, economics, politics and business. This is a comprehensive history of tomorrow, exploring groundbreaking topics such as AI, privacy, education and the future of work. While the guidance, insight and predictions are fascinating for anyone curious about what the future may hold, the book also functions as an invaluable guide for business professionals looking to steer their career or their organization with foresight and confidence.