Mark Weiner
PR Technology, Data and Insights
Igniting a Positive Return on Your Communications Investment
Kogan Page, 2021
What's inside?
Learn how data-driven decisions fuel successful PR campaigns.
Recommendation
PR isn’t an art; it’s a science, argues Mark Weiner. Weiner demonstrates why and how effective PR teams root their strategies and messaging in the science of data. Fewer than 10% of PR campaigns, he reveals, can demonstrate they delivered quantifiable returns on investment (ROI). Weiner urges PR professionals to leverage the power of data and technology and guides you from objective setting to insight gathering, while encouraging PR professionals to embrace continuous improvement.
Summary
About the Author
Mark Weiner is chief insights officer at the international research-driven consulting firm, Cognito.
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