2 of 2 people found the following review helpful
A timely rethink for PR, marketing and social media practitioners,
This review is from: The Business of Influence: Reframing Marketing and PR for the Digital Age (Hardcover)
Firstly I state that I know Philip Sheldrake through the excellent work his does with the UK's Chartered Institute of Public Relations' Social Media Panel. Phil's book, with its central premise that the disciplines in marketing, communications and social media should converge in a role he calls the "Chief Influence Officer", with its own business scorecard, is a compelling insight into how the world of marketing and PR is turning on its axis. And how it is far less dependent on the the silos and demarcations between departments. We all know it's happening, Phil tells it like it is.
Integrated Communications has been around for a couple of decades, Phil argues persuasively that it gets joined up if we take the business of influence seriously and manage it strategically. Phil's perspective as an engineer and professional communicator gives him the authoratative background in processes and measurement, whilst understanding the creativity, which makes for memorable and influential messages.
A couple of small improvements - I would have liked colour charts and bigger illustrations, plus a worked through "influence scorecard" to see how the Caplan and Norton model translates to the business of influence. Also, thanks to Phil for reminding me of the wit and wisdom of Miles Kington, with his pithy quote from Miles on the difference between knowledge and wisdom: "Knowledge is knowing that a tomato is a fruit. Wisdom is knowing that a tomato doesn't belong in a fruit salad". ends/