Unleashing the Power of PR

A Contrarian's Guide to Marketing and Communication

Mark Weiner

272 pages, parution le 05/07/2006

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Résumé

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.

Sommaire

The Changing Landscape of Marketing and Corporate Communication
- New Opportunities for Marketing and Public Relations
- New Challenges Facing Marketing and Public Relations
Using Research to Strengthen Public Relations
- Measuring Public Relations Programming
- Setting Meaningful and Measurable Public Relations Objectives
- Using Research to Shape Public Relations Strategy and Tactics
- Evaluating Public Relations Programs for Continual Improvement
Transforming Your Public Relations Program
- Real Business Results: Proving-and Improving-PR ROI
- From Concept to Reality
- Appendixes
- Delahaye Executive Audit
- Delahaye Media Demographic Audit
- Delahaye Journalist Audit

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Jossey-Bass
Auteur(s)	Mark Weiner
Parution	05/07/2006
Nb. de pages	272
Format	16 x 23,5
Couverture	Relié
Poids	465g
Intérieur	Noir et Blanc
EAN13	9780787982799
ISBN13	978-0-7879-8279-9