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内容概要

　　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

书籍目录

ForewordPrefaceThe AuthorPart One: The Changing Landscape of Marketing and Corporate Communication　1 New Opportunities for Marketing and Public Relations　2 New Challenges Facing Marketing and Public RelationsPart Two: Using Research to Strengthen Public Relations　3 Measuring Public Relations Programming　4 Setting Meaningful and Measurable Public Relations Objectives　5 Using Research to Shape Public Relations Strategy and Tactics　6 Evaluating Public Relations Programs for Continual ImprovementPart Three: Transforming Your Public Relations Program　7 Real Business Results: Proving—and Improving—PR ROI　8 From Concept to RealityAppendixes　1 Delahaye Executive Audit　2 Delahaye Media Demographic Audit　3 Delahaye Journalist AuditIndexAbout the International Association of Business Communicators

作者简介

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  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 aresearch-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.

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