The Business of Influence - Reframing Marketing and PR for The Digital Age

The Business of Influence, Reframing Marketing and PR for the DigitalAge--------------------------------------------------Media has most definitely evolved, as have the ways in which we contemplate,design, communicate and execute strategy. And rather than technologicalevolution, we're plainly in the midst of a technological revolution.We have no choice then but to reframe marketing and PR in the contextof 21st Century technology, 21st Century media and disintermediation,and 21st Century articulation of and appreciation for business strategy.The Business of Influence provides answers to the pressing questionsfacing everyone in business in this digital age: 1. Following therise and rise of social media, how can we make sense of the noise inour marketplace to help us achieve our objectives and beat our competitors?2. How should the influence processes permeate the organisation moresystematically and measurably, accruing its practitioners more authorityand accountability in the boardroom? 3. What big trends must everyonein the business of influence get to grips with? 4. Who does this stuff?What traits and skills are demanded of the modern practitioner? Fullof perceptive thought leadership, this book offers a framework to helpshape an organisation's structural and cultural design. This framework,the Influence Scorecard, builds on the Balanced Scorecard and similarbusiness performance management approaches.--------------------------------------------------Author Biography: Philip Sheldrake is a Chartered Engineer, a Co-FoundingPartner of Meanwhile, the venture marketers, a Main Board Directorof Intellect, the UK trade association for the technology industry,and Board Director of 6UK, a government backed non-profit to promoteadoption of the new Internet protocol in the UK. He co-founded an award-winningPR consultancy at the end of the 90s, selling it to W2 Group, a Massachusettsbased marketing services group, to become the European HQ of W2's PRcompany, Racepoint. Philip authored The Social Web Analytics eBook2008, and the digital marketing chapter of The Marketing Century, abook celebrating the centenary of the Chartered Institute of Marketing.He chairs the Chartered Institute of Public Relations group on measurementand evaluation, presents CIPR TV, and designs and chairs Internetome,the Internet of Things Conference.