[PDF] PR Technology, Data and Insights:

PR Technology, Data and Insights: Igniting a Positive Return on Your Communications Investment by Mark Weiner

• PR Technology, Data and Insights: Igniting a Positive Return on Your Communications Investment
• Mark Weiner
• Page: 216
• Format: pdf, ePub, mobi, fb2
• ISBN: 9781398600409
• Publisher: Kogan Page, Ltd.

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Overview

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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