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.
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