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

Overview

As more and more new technologies—Internet blogs, satelliteTV, and TiVo—enter the marketplace, they create newopportunities for corporate communications. How can organizationstap into the power of these technological advances and increasetheir competitive advantage?

Using dozens of case studies from well-known companies such asGeneral Electric,?FedEx, Procter & Gamble, Merck, Boeing, andIntel, Delahaye president and public relations scientist MarkWeiner offers a ...

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Overview

As more and more new technologies—Internet blogs, satelliteTV, and TiVo—enter the marketplace, they create newopportunities for corporate communications. How can organizationstap into the power of these technological advances and increasetheir competitive advantage?

Using dozens of case studies from well-known companies such asGeneral Electric,?FedEx, Procter & Gamble, Merck, Boeing, andIntel, Delahaye president and public relations scientist MarkWeiner offers a research-based model for creating and implementingpublic relations programs that will generate desired results andimprove an organization's ROI. Written as a highly accessiblehands-on guide, Unleashing the Power of PR explains how to usemarket research methods to plan and evaluate public relationsprograms scientifically. The author explores the benefit oflearning to speak to senior executives in a way that will improvecommunications and ultimately help strengthen PR performance andresults. In addition, the book debunks common myths—such as"PR is impossible to measure!"—that undercut the effectivenessof PR and obscure its real value.

This groundbreaking resource is filled with the most current andscientifically proven information about the effectiveness of PR,information that will enlighten even the most experiencedprofessional communicator. Using the tools and techniques outlinedin this book, PR professionals and marketers can improve theirorganization's performance and demonstrate'how public relations isa low-cost, high-value alternative for achieving meaningfulbusiness outcomes.

Step by step, Unleashing the Power of PR offers PR professionalsand marketers a how-to manual for recognizing the misperceptionsamong their own public relations environment and shows what to doto take corrective action. The book also reveals what it takes tocreate more effective marketing and public relations campaigns andimprove the reputations of organizations and brands.

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Editorial Reviews

From the Publisher
Weiner… has left no stone unturned here; issues relating toaudits, return on investment, new media and shifting objectives arebrought forth. While that might seem very technical, Weiner'slanguage is user-friendly and he carefully explains every aspect ofthe subject to avoid confusion. …Weiner's observations arepeerless and his considerations set a new standard for the field.
Mark Hall on Timessquare.com
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Product Details

Meet the Author

MARK WEINER is president of Delahaye, the world’s mostprestigious provider of public relations research, analysis, andconsulting. After its founding in 1994 as Medialink Research, thefirm acquired The Delahaye Group in 1999, adopted its name, andthen became Delahaye in its current form. Delahaye is based inNorwalk, Connecticut, with offices in Portsmouth, New Hampshire;Chicago, Illinois; Washington, D.C.; and London, England, withaffiliates around the world. The firm provides research-basedconsulting in areas related to public relations, marketing, andcorporate reputation and employee communications, with clientengagements in forty countries. Delahaye’s research is usedby the world’s leading companies to set objectives; developstrategy; and evaluate the performance of how their communicationinitiatives affect the attitudes, understanding, and behaviors oftheir target audiences. The firm currently employees a hundredresearchers and analysts, who provide a range of attitudinalresearch, traditional and new media content analysis, andstatistical modeling services.
Since he entered the field in 1986, Weiner has been a frequentconference speaker and a regular contributor to leadingprofessional journals, sitting on the editorial advisory boards ofPRSA’s Strategist and PR News. In addition, hewas the 2004 chair of the Measurement Commission of the Institutefor Public Relations. He is a member of the InternationalAssociation of Business Communicators, the Public Relations Societyof America, and the Institute for Public Relations. Before publicrelations, Weiner was an editor and syndicated newspaper columnistwith the McNaught Newspaper Syndicate after starting his careerwith the New York Times News Service.

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Table of Contents

Foreword.

Preface.

The Author.

Part One: The Changing Landscape of Marketing and CorporateCommunication.

1 New Opportunities for Marketing and Public Relations.

2 New Challenges Facing Marketing and Public Relations.

Part Two: Using Research to Strengthen PublicRelations.

3 Measuring Public Relations Programming.

4 Setting Meaningful and Measurable Public RelationsObjectives.

5 Using Research to Shape Public Relations Strategy andTactics.

6 Evaluating Public Relations Programs for ContinualImprovement.

Part Three: Transforming Your Public RelationsProgram.

7 Real Business Results: Proving—andImproving—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 BusinessCommunicators.

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted May 18, 2007

    Useful take on measuring the results of PR

    Although hardly the 'contrarian' of his book's title, Mark Weiner correctly identifies two problems common to public relations practitioners: They fail to set objectives, and then they fail to measure what they have accomplished. Weiner explains an uncomplicated way to correct these tendencies. He tells PR managers and their clients why taking a scientific approach can improve the professionalism of PR campaigns and gain respect for them in the marketing world. He uses examples from his own experience to buttress his arguments about the benefits of PR. Occasionally, the book is repetitive, but it is eminently practical. We recommend it to corporate communicators, PR consultants and their clients.

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