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Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication

Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication

Mark Weiner

ISBN: 978-0-787-98279-9

Jun 2006, Jossey-Bass

272 pages

In Stock

$29.95

Description

Using dozens of case studies from well-known companies such as General Electric, FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president and public relations scientist Mark Weiner offers a research-based model for creating and implementing public relations programs that will generate desired results and improve an organization’s ROI. Written as a highly accessible hands-on guide, Unleashing the Power of PR explains how to use market research methods to plan and evaluate public relations programs scientifically. The author explores the benefit of learning to speak to senior executives in a way that will improve communications and ultimately help strengthen PR performance and results. In addition, the book debunks common myths—such as “PR is impossible to measure!”—that undercut the effectiveness of PR and obscure its real value.

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Foreword ix

Preface xiii

The Author xxi

Part One: The Changing Landscape of Marketing and Corporate Communication

1 New Opportunities for Marketing and Public Relations 3

2 New Challenges Facing Marketing and Public Relations 21

Part Two: Using Research to Strengthen Public Relations

3 Measuring Public Relations Programming 47

4 Setting Meaningful and Measurable Public Relations Objectives 79

5 Using Research to Shape Public Relations Strategy and Tactics 107

6 Evaluating Public Relations Programs for Continual Improvement 135

Part Three: Transforming Your Public Relations Program

7 Real Business Results: Proving—and Improving—PR ROI 167

8 From Concept to Reality 191

Appendixes

1 Delahaye Executive Audit 201

2 Delahaye Media Demographic Audit 215

3 Delahaye Journalist Audit 229

Index 237

About the International Association of Business Communicators 248

  • TEST YOUR  PR I.Q. Chapter 2 contains a PR I.Q. test and chapter 8 contains test answers and rankings so readers can self-assess their knowledge of PR
  • CASE STUDIES from Fortune 500 companies such as AT&T, General Electric, Procter & Gamble, Merck, Boeing, FedEx, Wachovia, and dozens of others
Weiner… has left no stone unturned here; issues relating to audits, return on investment, new media and shifting objectives are brought forth. While that might seem very technical, Weiner's language is user-friendly and he carefully explains every aspect of the subject to avoid confusion. …Weiner's observations are peerless and his considerations set a new standard for the field.
Mark Hall on Timessquare.com