No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. He's a marketing strategist, speaker, advisor to emerging companies, and author of ten books including three international bestsellers.
Most PR programs measure the wrong things. Agency people and in-house staff happily build "clip books" or calculate "advertising equivalency metrics" in an attempt to prove the worth of PR. However, management teams simply don't care about these forms of measurement.
What management does care about is achieving their goals for things like revenue, profit, and customer retention. Sadly, few communications strategies actually align with the organizational business goals that really matter!
If you focus on the goals of your organization and build appropriate communications strategies to support the goals, then you can measure the effect of your efforts and show management, investors, and the board the results. Using media measurement and analytics help communicators to directly identify the cause and effect relationships that communications strategies have on revenue.
I hope you enjoy this ebook. The ideas are simple but powerful. People who adopt a disciplined measurement approach like this earn the respect of the management team, become a trusted advisor for the entire organization and build a successful career.