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The Business of Influence: Reframing Marketing and PR for the Digital Age Hardcover – May 23, 2011

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Editorial Reviews

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questions current approaches to influence, and measuring influence, in all aspects of business. (Global Innovation Report, July 2011). thought provoking a lively approach to the mass of material visionary Communication Director

From the Inside Flap

The Business of Influence provides answers to the pressing questions facing everyone in business in this digital age:
  • 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?
  • How should the influence processes permeate the organization more systematically and measurably, accruing its practitioners more authority and accountability in the boardroom?
  • What big trends must everyone in the business of influence get to grips with?
  • 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.

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Product Details

  • Hardcover: 232 pages
  • Publisher: Wiley; 1 edition (May 23, 2011)
  • Language: English
  • ISBN-10: 0470978627
  • ISBN-13: 978-0470978627
  • Product Dimensions: 6.3 x 0.9 x 9.2 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #1,498,056 in Books (See Top 100 in Books)

More About the Author

Philip is a Chartered Engineer, Managing Partner of Euler Partners, and a Main Board Director of techUK, the UK trade association for the tech industry. He previously co-founded and sold an award-winning PR consultancy, now Racepoint Global.

Philip has written:

> Attenzi - a social business story (2013). A free ebook in association with Social Media Today with foreword by Microsoft Yammer co-founder and CTO, Adam Pisoni. Available at www.attenzi.com

> The Business of Influence - Reframing Marketing and PR for the Digital Age (Wiley, 2011)

> The chapters on real-time public relations, 'beyond social' and a new public relations model in Share This (Wiley, 2012) and Share This Too (Wiley, 2013)

> The digital marketing chapter of The Marketing Century, a book celebrating the centenary of the Chartered Institute of Marketing (Wiley, 2011)

> The Social Web Analytics eBook 2008

He blogs at www.philipsheldrake.com.

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3 of 3 people found the following review helpful By Shockwave3 on July 5, 2011
Format: Hardcover
Philip Sheldrake's book on influence is one of the most rewarding reads I've had this year. It's not for the faint hearted and requires concentration as it is simply JAM packed full of nuggets of wisdom and insight. In fact, I think this book will become a reference book for me over the next 6 months. I love the way that Philip tries to help people in my industry align activity and tactics to real business value and insight. I think he provides a thought provoking framework to help shape how businesses are structured and how they need to change mindsets and adjust to the new world that surrounds us all. The Influence Scorecard, builds on the Balanced Scorecard and similar business performance management approaches and is certainly something I want to get my head around so I can take this back into businesses that I work for. I highly recommend this read for ANYONE in marketing, communications and PR, it's simply a must read.
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2 of 2 people found the following review helpful By Dr. Peter Davies on October 11, 2011
Format: Hardcover
One of the joys of Amazon Vine (I'm a UK based Vine reviewer) is that you can take a chance on a book you wouldn't normally buy, and which is outside your area of speciality, but which might be interesting, and have something in it you can learn from. My choice of this book was a good one that met all these criteria.

At some level we are all in marketing. We all have ideas, products, goods and services that we want to present to others, and influence others towards thinking favourably about us and our products or services. We all want credibility and respect, and a good reputation. We might be doing this in a direct commercial environment, or we may be doing it in an indirect setting of providing a professional service. In professional services, especially if state funded such as most UK medicine and teaching, the commerce is still there, but it is surreptitious, and not advertised. But all of us are trying to influence others to think well about us, and so to value us more highly, so that we can earn more.

The book is well written and direct. The author seems likeable and credible. He is generous in giving credit to others, and even when he disagrees with others he explains why he does so clearly and courteously.

I think his main point is that influence is an important activity, and that everyone in an organisation should be influencing others (staff, colleagues, contractors, customers, even competitor companies) towards defined goals. The important thing is the mission of an organisation- the reasons why it exists- and what it exists to do. The communication of this mission can then be done in many different ways- traditional and paper based, or more modern and internet based- but whichever tool is used should serve the organisation's mission.
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2 of 2 people found the following review helpful By M. Sponder on November 17, 2011
Format: Kindle Edition Verified Purchase
Please Refer to my blog post [..] to see a more attractive format for this review.

It takes me a long time to read a book (I'm much better reading articles and posts in my RSS feeds); in fact, I have a number of books on my Amazon Kindle that I still haven't read yet.

When I last saw Philip Sheldrake, at the London offices of the COI, (Center of Information) a few months ago, I had not read his book (felt it would have added to the presentation that day, had I).

Anyway, I decided to make it my priority to read The Business of Influence by Phillip Sheldrake, a little bit at a time, over the period of the last seven weeks.

All of my quotes are from the Kindle edition, which I just finished yesterday, and so I feel that I can review the book.

Influence is defined by Sheldrake as ...

..when we think in a way we wouldn't otherwise have thought, or when we do something we wouldn't otherwise have done. Sheldrake, Philip (2011-05-04).

I look at influence that way too.

Phillip mentions "The fragmentation of media and the increasing resistance of audiences to marketing communications" as arguments for why we need to redefine influence now, although I recall those same issues even in the early 1970's, so I don't think this is a new problem, but it may be amplified by the fragmentation of media messaging via the Internet. Phillip Sheldrake goes on to say...

The definitions of marketing and PR are contentious. They vary, overlap and contradict. (Kindle Locations 519-520).

Fundamentally, I'm interested in finding ways for organizations to perform better - to improve the consistency with which they delight, and learn from, their stakeholders to the advantage of pursuing the vision.
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