O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

7

THE INFLUENCE SCORECARD

If you’re in business, you’re in the business of influence. And when it comes to looking at the business of influence we formed the Six Influence Flows from a deliberately carte blanche starting point, devoid of the baggage and blinkers of traditional terminology, demarcations, expectations, interpretations and misinterpretations. Every organization must exert influence and be influenced.

This could entail paying for the right media space. It might involve identifying who might be effective intermediaries. It could be servicing customers’ needs in a particular way. It could demand particular sensitivity to conversations your customers and prospects are having with a competitor. It could be opportunities to get your message over on the street. It might require getting the right mix of people mixing. It could be some insightful, poignant or entertaining content that’s too irresistible to the right audience not to discuss and share.

It could be the sights, sounds and smells in-store. It might be the most timely and targeted market research. It might require an innovative promotion. It could be the little addition to the proposition the customer wasn’t expecting. It could be your earnest adoption of renewable energy sources. It could be your willingness to engage stakeholders in public and private conversations.

It could be some or all these things, and many other things. Now let’s describe what it will be.

It will be your definition of your influence ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required