The Elements of Influence: Introducing the Playmaker's Standard: The New Essential System for Managing Competition, Reputation, Brand, and Buzz

By Alan Kelly

A landmark system for business leaders and marketers, campaigners and bloggers, political junkies and fans of popular culture, The Elements of Influence takes the mystery out of strategy and how it shapes and shifts niche and global marketplaces alike. Charts & art throughout.

• Format: Hardcover
• Language: English
• ISBN: 0525949844
• ISBN13: 9780525949848
• Release Date: October 2006
• Publisher: Dutton Adult
• Length: 352 Pages
• Weight: 1.56 lbs.
• Dimensions: 9.5" x 1.3" x 7.7"
• Age Range: 18 years and up
• Grade Range: Grade 12 and higher

Customer Reviews

Making sense of instinct in public relations and public affairs

By way of context, I know author Alan Kelly quite well and had been awaiting the publication of his book with some interest. This is a book well overdue. It puts structure and order around what many of us in the public relations and public affairs industry do by instinct (certainly historically). In essence, and as Kelly says in the book, he attempts to impose something akin to the chemist's periodic table of the elements on to PR practices and techniques. For example, he talks about Diverts, Tests, Attacks and Mirrors (and more besides) and categorizes these and many other techniques into a framework or catalogue of moves. In all, there are 25 of these "Plays" in three Groups, the whole creating the "Playmaker's Standard". Does it work and is it helpful? Ultimately, I think yes. Some of the examples are repeated more than they should be. To a non-America eye and ear (I'm an English-born Australian) some of the examples are overtly American (albeit that this is Kelly's experience, so understandable). And some of the examples seem retrospectively shoe-horned into a category. But the book is open on my desk, right now, and I'm creating a "Play" (it's a toss-up between a Call-Out and a Pre-Empt, in the aggressive Engage class, if you're interested) in a way that I wouldn't have done before the book's appearance. I can predict what might happen when (if) we push the button on this Play. This is essential to the comfort of the colleagues who will be on the front line. The book and its Plays require multiple reads to get them into the brain. And there's clearly a commercial element, with an associated web site and software to make Playmaking more effective. (I've gone to neither of these - I'm using a pen and paper, and Kelly's book, for now.) But the question is, should you read it? If you are in public relations, public affairs, corporate communications, or marketing - yes.

Provides a clear system and strategy for 'playmaking'

The Elements of Influence: A New Essential System for Managing Competition, Reputation, Brand, and Buzz provides a clear system and strategy for 'playmaking' - how companies thwart others and provide value and competitive strengths. 'Playmaking' is the fine art of controlling marketplace discussions, direction and strategies, and chapters here survey an array of disciplines - not just the business world - to cover everything from positioning to idea advancement. Diane C. Donovan California Bookwatch

You need these lessons

I've been a mid-level manager all of my professional career. This book has been nothing short of "life-changing" for me. There is sage advice that is relevant to nearly every workplace. Examples are drawn from today's headlines. I've applied the principles espoused in this book. My career is now in high gear. For the first time, I'm outsourcing and it fells great. Maybe you will be a convert too. Give it a try. I think this work is on par with other great authors of business literature such as Drucker, Warner, Ellis, Lloyd and Faulkner.

Forward Thinking!!

This well-written book is like the twentyfirst century sequel to last century's "Hidden Persuaders". Mr. Kelly has given us a way to rationalize and apply logic to what has been "seat of the pants" marketing up until now. With these tools, competition will move much faster in the future.

Breakthrough Thinking

I have never read another book like "The Elements of Influence." It is the first book to deliver both a language and methodology for communicating effectively in business. Using The Playmaker's Standard methodology, market facing executives can design moves and counter-moves that help increase the market visibility and perception of their companies and products. The result is often increased revenue and market share and, almost always, a better perception in the market versus the competition. In the past, executives relied on PR firms or on their intuition to influence markets. The Playmaker's Standard gives executives the ability to move the dial in their company's favor. As a result, the Plays that make up the Playmaker's Standard become the indispensable tools for executives seeking unfair advantage in the market. Smart executives would be wise to embrace the Playmaker's Standard.