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Unleashing the Power of PR. A Contrarian's Guide to Marketing and Communication. J–B International Association of Business Communicators

  • ID: 2243936
  • Book
  • July 2006
  • Region: Global
  • 272 Pages
  • John Wiley and Sons Ltd
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Now You Can Unleashthe Power of PR in Your Organization

"As communication professionals have evolved from tacticians to strategists, measurement has grown from a series of random ideas and steps to a science that has a clear direction and real–world application. With each year since the development of studies like the ′Excellence′ project, new experts have developed ways to identify desired outcomes, employ proper measurement techniques, and apply their limited resources with the biggest impact. In this book, Mark Weiner applies his years of experience with Delahaye to offer case studies and analyses that break down the science of PR measurement in a way that is easy to understand and apply. The book offers a fresh and innovative approach that takes the profession one step closer to understanding and demonstrating the value of organizational communication. On behalf of IABC, I′d like to thank Mark Weiner for contributing to the communication profession by sharing his knowledge of public relations."
From the foreword, by Natasha Spring, executive editor, Communication World, and vice president, publishing and research, International Association of Business Communicators (IABC)

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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


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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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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