公关能量释放：营销与交流指南（UNLEASHING THE POWER OF PR）
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作者： Mark Weiner 著
出 版 社： John Wiley & Sons
出版时间： 2006-12-1字数：版次： 1页数： 247印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780787982799包装： 精装内容简介
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.
作者简介
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.
目录
Foreword
Preface
The Author
Part One: The Changing Landscape of Marketing and Corporate Communication
1 New Opportunities for Marketing and Public Relations
2 New Challenges Facing Marketing and Public Relations
Part 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 Improvement
Part Three: Transforming Your Public Relations Program
7 Real Business Results: Proving—and Improving—PR ROI
8 From Concept to Reality
Appendixes
1 Delahaye Executive Audit
2 Delahaye Media Demographic Audit
3 Delahaye Journalist Audit
Index
About the International Association of Business Communicators
