The Business of Influence: Reframing Marketing and PR for the Digital Age [Hardcover]

Media has most definitely evolved, as have the ways in which we contemplate, design, communicate and execute strategy. And rather than technological evolution, we’re plainly in the midst of a technological revolution.

We have no choice then but to reframe marketing and PR in the context of 21st Century technology, 21st Century media and disintermediation, and 21st Century articulation of and appreciation for business strategy.

The Business of Influence provides answers to the pressing questions facing everyone in business in this digital age:
1. Following the rise and rise of social media, how can we make sense of the noise in our marketplace to help us achieve our objectives and beat our competitors?
2. How should the influence processes permeate the organization more systematically and measurably, accruing its practitioners more authority and accountability in the boardroom?
3. What big trends must everyone in the business of influence get to grips with?
4. Who does this stuff? What traits and skills are demanded of the modern practitioner?

Full of perceptive thought leadership, this book offers a framework to help shape an organization′s structural and cultural design. This framework, the Influence Scorecard, builds on the Balanced Scorecard and similar business performance management approaches.

Media has most definitely evolved, as have the ways in which we contemplate, design, communicate and execute strategy. And rather than technological evolution, we′re plainly in the midst of a technological revolution.

We have no choice then but to reframe marketing and PR in the context of 21st Century technology, 21st Century media and disintermediation, and 21st Century articulation of and appreciation for business strategy.

"The Business of Influence is a whack on the side of the head for traditional marketers. By focusing on influence, instead of traditional marketing think, it reframes and redefines everything that that a modern marketer does. The Business of Influence should be found, dog–eared and jam–packed with marks in the margins on every successful CMO′s desk."
Katie Delahaye Paine, Founder and CEO, KD Paine & Partners, author Measure What Matters

"Philip Sheldrake shares an important vision of the new communications world order. PR and advertising professionals need to sit up and take note. Influence is the future watchword – and the smart companies are already exploring it and switching models."
Robert Phillips, President & CEO EMEA, Edelman

"The Influence Scorecard shares ... principles with the Balanced Scorecard, and applies them to the emergent, cross–disciplinary domain of influence. ...Readers will find helpful the author′s syntheses of recent research and writing in the art and science of influence – including insights into social media and web 3.0 developments, chapter summaries, and a glossary. ...Influence – like strategy itself – is a team sport. Influence is everyone′s responsibility. This book will help you understand your contribution to that reality."
From the Foreword by Robert L. Howie, Jr., Managing Director, CMO, Palladium Group, Inc., Director, Kaplan Norton Balanced Scorecard Hall of Fame for Executing Strategy

"Readers should embrace this book and let it challenge their beliefs about the future of marketing and business."
David Alston, CMO, Radian6

"This is a book I hope major corporations will put on the recommended reading list for their senior management."
Barry Leggetter, Executive Director, the International Association for Measurement and Evaluation of Communication (AMEC)

"A highly detailed, authoritative examination on the business of influence, a book of the now... a practical study of material which I am sure will prove to be invaluable insight."
Mark Borkowski, Founder and MD, Borkowski

Philip Sheldrake is a Chartered Engineer, a Co–Founding Partner of Meanwhile, the venture marketers, a Main Board Director of Intellect, the UK trade association for the technology industry, and Board Director of 6UK, a government backed non–profit to promote adoption of the new Internet protocol in the UK.
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.