Public Relations Tactics

Monitoring and Measuring Digital Influence

Publication Date: 1/2005

Source: SO01 Public Relations Tactics
Product Code: 6C-010507
Organization/Author/Firm: Andrew Bernstein
Industry: Consumer Products
Specialization(s): Marketing / Research - Evaluation / Measurement
Tactics: Internet / New Communications Media - RSS, Blogs, Podcasting
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Creating and managing influence is the ultimate corporate marketing goal. As marketing professionals, our focus is often on how to create trust and credibility that results in a positive corporate reputation.

Digital influence is the latest buzzword to describe the next generation of using unsolicited or seemingly unsolicited media to create credibility, sustain brand strength and promote awareness. Yet, this is not anything revolutionary, but rather a natural extension of media into more open, often unmediated forums and shared opinions.