This framework, the Influence Scorecard, builds on the Balanced Scorecard and similar business performance management approaches.
"Today, every organization is in the influence business," says David Meerman Scott, bestselling author of The New Rules of Marketing & PR and the new hit Real-Time Marketing & PR, in an endorsement in the book’s cover. "We influence customers to buy from us, employees to work for us, and the media to write about us. Gone are the days when you could be your own island. Now, to be successful, you need to live within the influence ecosystem and that requires a change of mindset. Fortunately, Philip Sheldrake will show you how."
FIR co-host Neville Hobson was at the launch of The Business of Influence in London on April 21 and talked to author Philip Sheldrake about the book.
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About our Conversation Partner
He co-founded an award-winning PR consultancy at the end of the 90s, selling it to W2 Group, a Massachusetts based marketing services group, to become the European HQ of W2’s PR company, Racepoint.
Philip authored The Social Web Analytics eBook 2008, and the digital marketing chapter of The Marketing Century, a book celebrating the centenary of the Chartered Institute of Marketing. He chairs the Chartered Institute of Public Relations group on measurement and evaluation, presents CIPR TV, and designs and chairs Internetome, the Internet of Things Conference.
Connect with Philip on Twitter: @sheldrake.
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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)