Why a ruler for a piar? Tips for measuring communications. Glazova L.

Just 20 years ago, the work of a PR man could be measured by a ruler. Clippings-the 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, work with data has become an important part of PR active: the line has turned into diagrams, graphs and google tables.

although there are more public work, the general director of PR News and the communication expert Lilia Glazova predicts that PR managers will soon disappear. Instead of them, communicators will appear-people who work with information about the company on all channels and replace SMM-, PR- and digital specialists. It is worth preparing for a shift in the profession now - first of all, to learn how to work with different data and analytics.

in the book "Why Piarrushchik a ruler?" The author tells how to choose a suitable method for monitoring the media and save on research; compares different KPI indicators and explains which of them will better reflect the effectiveness of campaigns; He teaches to read audit graphs and measure the effectiveness of sponsorship projects. Several chapters of Lilia Glazova devotes how to use other people's memes and create his own, and also predicts what PR tools will be in demand on the Russian market in the near future.

In addition to sections for PRA, specialists and media analysts, The author included information in the book for those who do not work in the media, but regularly read them: explained how to distinguish truthful news from fakes and how to choose a source that deserves trust.

You will learn:

• What kind of online tools forgotten by all are still working.

• How are the media enthusiasts of people of different generations.