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

Mark Weiner, International Association of Business Communicators

Hardback (21 Jul 2006)

Not available for sale

Out of stock

Publisher's Synopsis

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.

Book information

ISBN:	9780787982799
Publisher:	Wiley
Imprint:	Jossey-Bass
Pub date:	21 Jul 2006
DEWEY:	659.2
DEWEY edition:	22
Language:	English
Number of pages:	247
Weight:	466g
Height:	162mm
Width:	236mm
Spine width:	26mm