Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication (J-B International Association of Business Communicators)
Books / Hardcover
Books › Business & Economics › Marketing › Research
ISBN: 0787982792 / Publisher: Jossey-Bass, June 2006
Public relations consultant Mark Weiner describes a research-based model for creating and implementing effective public relations programs. Dozens of case studies from such well-known companies as General Electric, FedEx, Boeing, and Intel are used as illustrative examples. Each chapter concludes with a set of questions for reflection, and sample surveys are found in the appendix. Bibliographical references are lacking. Jossey-Bass is an imprint of Wiley. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)
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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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