Zachem piarshchiku lineyka? Sovety po izmereniyu kommunikaciy (ePub)

Just 20 years ago, the work of a PR specialist could be measured with a ruler. Clippings - publications about the company collected together - were paper, and some managers directly associated the thickness of such collections with the productivity of the PR department. Now working with data has become an important part of PR activity: the ruler has turned into diagrams, graphs and Google tables. Although there has been more public outreach, PR News CEO and communication research expert Lilia Glazova predicts that PR people will soon disappear. Instead, communicators will appear - people who work with information about the company through all channels and will replace SMM, PR and digital specialists. It is worth getting ready for a shift in the profession now - first of all, learn how to work with different data and analytics. In the book "Why does a PR person need a ruler?" the author tells how to choose the right way to monitor the media and save on research; compares different KPIs and explains which of them will better reflect the effectiveness of campaigns; teaches to read audit schedules and measure the effectiveness of sponsorship projects. Lilia Glazova devotes several chapters to how to use other people's memes and create your own, and also predicts what PR tools will be in demand on the Russian market in the near future. In addition to sections for PR specialists, digital specialists and media analysts, the author included information in the book for those who do not work in the media, but read them regularly: she explained how to distinguish true news from fakes and how to choose a trustworthy source.