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

by Mark Weiner

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.

Genres: Business

272 pages, Hardcover

First published June 1, 2006

Reviews

[Keith · Rating 3 out of 5]

This book is about measuring public relations activities. It doesn't provide a lot of guidance on PR basics, but it does provide valuable information on PR planning and techniques that can be used to measure it.

For someone working with a serious PR budget, an effective marketing plan and a clear mandate from senior management, I would recommend this book. Otherwise, this book requires so many significant pieces to be in place to implement this program that I don't think it is likely to happen at many organizations.