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

by Mark Weiner, Tina McCorkindale (Foreword by)

Overview

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.

Product Details

ISBN-13:	9781398600409
Publisher:	Kogan Page, Ltd.
Publication date:	04/27/2021
Pages:	232
Product dimensions:	6.10(w) x 9.30(h) x 0.60(d)

About the Author

Mark Weiner is Chief Insights Officer for PublicRelay, Inc. He lives in Ponte Vedra Beach, Florida. He has lectured at public relations programs at Columbia University, The University of Texas at Austin, UNC-Chapel Hill and New York University. He is an advisor for The University of Florida Public Relations Advisory Council, trustee for the Institute for Public Relations, member of the Arthur Page Society and a member of the PR News Public Relations Hall of Fame. He is the 2018 recipient of the Institute for Public Relations Jack Felton Medal for Lifetime Achievement.

Table of Contents

** Chapter - 00: Introduction; * Section - ONE: Technology, Data, and Insights; ** Chapter - 01: Technology; ** Chapter - 02: Data; ** Chapter - 03: Insights; * Section - TWO: The Public Relations Continuum; ** Chapter - 04: The Landscape Analysis; ** Chapter - 05: Setting Objectives; ** Chapter - 06: Strategy and Tactics; ** Chapter - 07: Evaluation;

Editorial Reviews

"Industry veteran and thought-leader Mark Weiner has written a must-read guide for communications professionals looking to optimize the PR process and quantify the power of corporate communications. Read this book and benefit from his experience and expertise."

Chris Monteiro

"Mark Weiner knows how to organize his experience into logical framework and rephrase it in plain terms so practitioners can not only understand, but also reference in their daily work. PR Technology, Data and Insights will help you navigate the challenges of the big data revolution."

Koichi Yamamura

"Public relations has always embraced technological innovation, but the speed of change and volume of technology and data choices can sometimes feel overwhelming. In this book, Mark Weiner provides a comprehensive overview of the current and not-to-distant future, and provides some practical steps for getting a handle on changes that likely will never end, but will only accelerate."

Joe Mandese

"Data in the digital world is the new gold, and there is no greater asset for PR professionals to show the value and impact their function is having on the business. Mark is one of the industry's leading experts on insights for PR, and this book marries the ago-old benefits of public relations with the new-age technologies that are fueling our world forward."

Atle Erlingsson

"Mark has been an innovator and advocate in the communications profession for a long time. His book provides incredible perspective and actionable advice on how to convey the real power and impact PR and Communications can have on driving real business value and shaping real, sustainable brand momentum."

Manuel Goncalves

"Information and communication technologies (ICTs), particularly those utilizing algorithms, machine learning and other increasingly advanced applications of artificial intelligence (AI), and the data and insights available through such technologies, are reshaping media, and business and government communication. Therefore, public relations professionals, as well as journalists and marketers, need to be able to use these tools and the data and insights derived from them in ethical as well as effective ways. This book examines these developments, making it essential reading for PR professionals."

Jim Macnamara

"An essential resource for public relations professionals and a meaningful tool to drive communication strategies for desired business outcomes. This book will help enable us to demonstrate the real value of PR on the bottom line of our organizations and, hopefully, a larger investment in our work."

Eileen Sheil

"Technology changed how people communicate and consume information, and also enabled speedy data collection and processing. Yet, it still comes back to communication professionals to uncover actionable insights from the data, execute communication plans and manage public relations. Great possibilities of research-driven PR practice can be found in this book."

Patty Lin

"Insights and analytics live at the intersection of code and content in the age of digital storytelling. If companies are not able to listen and learn before they speak, they risk becoming content polluters that distract people away your brand. The lessons shared in this book are invaluable and encapsulate his storied career as the shepherd who guided his clients to safe arbor in time of crisis and opportunity."

Andrew Bowins

"Using data and digital technology to plan, execute and measure PR is indispensable today. Mark Weiner shares his insights and provides solutions; a must-read for communication leaders around the world."

Dr. Ansgar Zerfass

"Mark Weiner is amongst those very few rational advocates of the need for a sounder professional credibility based on fact and data for the 3-5 million 'artists' operating in the world today. His call to 'Begin simple. Simply begin' strikes a bell when we look at ourselves in the mirror early morning in search for a convincing reason to persist. I strongly recommend both young, middle-aged and ancient professionals to 'begin to begin'."

Toni Muzi Falconi

"Weiner has written a classic! He has blended marketing and communication theory with the best practices of the profession. This should be on every communicators' bookshelf."

David Michaelson