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

Overview

As more and more new technologies—Internet blogs, satellite TV, and TiVo—enter the marketplace, they create new opportunities for corporate communications. How can organizations tap into the power of these technological advances and increase their competitive advantage?

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 ...

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Overview

As more and more new technologies—Internet blogs, satellite TV, and TiVo—enter the marketplace, they create new opportunities for corporate communications. How can organizations tap into the power of these technological advances and increase their competitive advantage?

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.

This groundbreaking resource is filled with the most current and scientifically proven information about the effectiveness of PR, information that will enlighten even the most experienced professional communicator. Using the tools and techniques outlined in this book, PR professionals and marketers can improve their organization's performance and demonstrate'how public relations is a low-cost, high-value alternative for achieving meaningful business outcomes.

Step by step, Unleashing the Power of PR offers PR professionals and marketers a how-to manual for recognizing the misperceptions among their own public relations environment and shows what to do to take corrective action. The book also reveals what it takes to create more effective marketing and public relations campaigns and improve the reputations of organizations and brands.

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Editorial Reviews

From the Publisher
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
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Product Details

Meet the Author

MARK WEINER is president of Delahaye, the world’s most prestigious provider of public relations research, analysis, and consulting. After its founding in 1994 as Medialink Research, the firm acquired The Delahaye Group in 1999, adopted its name, and then became Delahaye in its current form. Delahaye is based in Norwalk, Connecticut, with offices in Portsmouth, New Hampshire; Chicago, Illinois; Washington, D.C.; and London, England, with affiliates around the world. The firm provides research-based consulting in areas related to public relations, marketing, and corporate reputation and employee communications, with client engagements in forty countries. Delahaye’s research is used by the world’s leading companies to set objectives; develop strategy; and evaluate the performance of how their communication initiatives affect the attitudes, understanding, and behaviors of their target audiences. The firm currently employees a hundred researchers and analysts, who provide a range of attitudinal research, traditional and new media content analysis, and statistical modeling services.
Since he entered the field in 1986, Weiner has been a frequent conference speaker and a regular contributor to leading professional journals, sitting on the editorial advisory boards of PRSA’s Strategist and PR News. In addition, he was the 2004 chair of the Measurement Commission of the Institute for Public Relations. He is a member of the International Association of Business Communicators, the Public Relations Society of America, and the Institute for Public Relations. Before public relations, Weiner was an editor and syndicated newspaper columnist with the McNaught Newspaper Syndicate after starting his career with the New York Times News Service.

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Table of Contents

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

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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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