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公关科技、数据和洞察力
书籍

公关科技、数据和洞察力

让宣传投资有回报

Kogan Page, 2021 more...

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关键特征

  • 综合性
  • 实用性
  • 结构清晰

导读荐语

马克·韦纳(Mark Weiner)认为,公关不是一门艺术,而是一门科学。在这里,他向读者展示了为什么要让高效的公关团队将战略和信息传递建立在数据科学之上,以及应当如何执行这一构想。他指出,只有不到10%的公关活动能够证明他们提供了可量化的投资回报率(ROI)。韦纳还敦促公关专业人士在持续提升自己的同时,利用数据和技术的力量,帮助自己完成从设定目标到收集见解等步骤。

浓缩书

公关专业人士应当采用更高的标准,并且学会量化公关活动带来的影响。

人们仅仅将公关(PR)视为一项艺术,因为他们认为公关是无法量化的,是充斥着主观性的领域。要反驳这种错误观念,公关领域的专业人士必须学会利用机器学习、人工智能(AI)等科技、接受全球化理念,并意识到智能手机已经融入人们生活的方方面面。变革日新月异,它们同样也会推动企业利用数据和新科技,以跟上时代的步伐。公关专业人员应当利用通讯技术(CommTech)、敏锐的洞察力以及数据来评估制定公关策略,并将其可行性传达给企业领导者,帮助其制定决策。此外,通讯技术还能为你广泛收集有价值的观点,从而加深你对组织的了解,助你抓住机遇。

过去,公关行业从业门槛并不高,相关从业人员往往是从旅游行业或是营销行业转职。但如今,像美国公共关系学生协会(PRSSA)这样的组织则认为公关专业人员应当拥有该行业更高的教育标准以及职业标准。现阶段,不少首席传播官也都拥有工商管理学硕士学位。公关专业人员应当基于公司的历史特色精心策划组织活动,并在这过程中,善用搜索引擎(SEO)的力量,将活动推向目标受众。同时,你必须响应公众对社会责任企业的要求,表明你的品牌关心目标受众所重视的事业,并致力于推动其发展。

关于作者

马克·韦纳(Mark Weiner)是国际研究驱动型咨询公司Cognito的首席洞察官。


恭喜你又学完了一篇干货!复述、评论及做笔记是对知识最大的致敬↓

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