  Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication
ISBN: 978-0-7879-8279-9
Hardcover
272 pages
June 2006, Jossey-Bass
US $29.95
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Preface.
The Author.
Part One: The Changing Landscape of Marketing and Corporate Communication.
1 New Opportunities for Marketing and Public Relations.
2 New Challenges Facing Marketing and Public Relations.
Part Two: Using Research to Strengthen Public Relations.
3 Measuring Public Relations Programming.
4 Setting Meaningful and Measurable Public Relations Objectives.
5 Using Research to Shape Public Relations Strategy and Tactics.
6 Evaluating Public Relations Programs for Continual Improvement.
Part Three: Transforming Your Public Relations Program.
7 Real Business Results: Proving—and Improving—PR ROI.
8 From Concept to Reality.
Appendixes.
1 Delahaye Executive Audit.
2 Delahaye Media Demographic Audit.
3 Delahaye Journalist Audit.
Index.
About the International Association of Business Communicators.
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