Description
Marconi (a marketing consultant) discusses both theoretical and practical aspects of PR, and presents numerous examples of successful PR strategies. Chapters focus on aspects like planning, marketing, the message, the image, investor relations, employee relations, choosing agencies, the media, social responsibility, ethics, speeches, crisis management, and evaluation. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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With the rise of integrated marketing communications (IMC) and the decline of paid media, the importance of public relations is on the upswing. Companies are realizing the benefit of speaking with “one voice” in both paid media and nonpaid efforts. And as media rates continue to rise though response rates fall – and potential buyers are less moved by what they view as “sales messages” — effective PR will only grow more vital. An excellent resource for professionals in every field, Public Relations: The Complete Guide provides a valuable hands-on reference for professionals ranging from midlevel marketing and sales managers to senior-level executives.
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