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

Data, technology, and insights have transformed public relations and corporate communications, and failure to adapt is more a matter of willingness than inability. PR professionals must understand the fundamentals of business and use technology, data, and insights to optimize PR performance, quantify PR's ability to convert public relations outputs to business outcomes, and deliver insights that empower executive decision-making.

\n Format: Paperback / softback
\n Length: 232 pages
\n Publication date: 03 April 2021
\n Publisher: Kogan Page Ltd
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The impact of data, technology, and insights on public relations and corporate communications has been profound, transforming the way these functions are executed. Failure to adapt to these changes is not due to inability but rather a lack of willingness. Today, technology, data, and insights play a crucial role in informing more meaningful objectives and enhancing performance evaluation. This leads to a positive return on PR investment, reduced reputational risk, and optimal efficiency.

By neglecting these essential assets, PR professionals risk losing the attention of executive leaders and organizational investment. In the past, generating buzz or breaking through media clutter may have been sufficient measures of success. However, top executives who fund and evaluate corporate communications now expect much more. They expect a quantifiable and positive return on PR investment.

Leaders assume that corporate communications and PR professionals already possess a solid understanding of business fundamentals. They expect them to be able to contextualize PR objectives, outputs, and outcomes in the language of business.

PR Technology, Data, and Insights provides valuable resources to communications professionals, offering them a comprehensive understanding of the purpose-built technologies, data assets, and actionable insights available to them. It also shares best practices for applying these assets to improve PR performance over time, versus objectives and against competitors.

Through case studies from various industries, including financial services, technology, travel, automotive, and more, along with best practice examples from renowned organizations such as Adobe, Mastercard, Southwest, Ford, and others, PR Technology, Data, and Insights demonstrates how professional communicators can 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.

In conclusion, the integration of data, technology, and insights has revolutionized public relations and corporate communications. Failure to adapt to these changes is a risk that PR professionals cannot afford to take. By leveraging these essential assets, PR professionals can enhance their effectiveness, build stronger relationships with stakeholders, and achieve greater business outcomes.

\n Weight: 360g\n
Dimension: 156 x 232 x 19 (mm)\n
ISBN-13: 9781398600409\n \n