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The Business of Influence: Reframing Marketing and PR for the Digital Age by PHILIP SHELDRAKE

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Summary

  • Avoid the trap of measurement because we can, rather than because we should
  • Advertising value equivalence (AVE) is not the value of public relations – it’s a complete waste of time and effort
  • The Barcelona Principles describe seven foundation principles of PR measurement and evaluation
  • Influence-centric approaches are mature and recommended; influencer-centric approaches are considerably less mature and not recommended
  • Influence-centric approaches are focused on business outcomes
  • There is no standard way to determine an individual’s influence
  • An individual’s expertise is not synonymous with that person’s influence
  • There are many specious measures that no self-respecting professional could recommend beyond their casual interest value
  • The vast majority of analysis and research concludes that we are influenced more often by friends and family than by so-called ‘influentials’
  • The conclusions of The Tipping Point are overly simplistic and probably plain wrong
  • The processes of exerting influence and being influenced are complex
  • Innovation is driving complexity
  • Practitioners show signs of wanting to ignore this complexity, perhaps because they wouldn’t then know where to start
  • Influence-centricity entails focusing on the influenced and tracing influence
  • Customers who proactively attract other customers to an organization or brand are incredibly valuable and are known by various names, including apostles, evangelists and owners
  • Tracing influence aims to understand how influence flows and may ...

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