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

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

Appendixes

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