Value-Added Public Relations (Paperback)

Part I: How Public Relations Adds Value to Integrated Marketing

Chapter 1. The Secret Weapon of Integrated Marketing

Chapter 2. Public Relations: The Credibility Quotient

Chapter 3. Marketing and Corporate Brand Building

Chapter 4. Positioning Your Brand

Chapter 5. Creating Marketplace Excitement

Chapter 6. Introducing New Products Before the Advertising Breaks

Chapter 7. Introducing High-Tech and Health-Care Products

Chapter 8. Introducing New Products When There Is No Advertising

Chapter 9. Revitalizing Old Products

Chapter 10. Maintaining Market Leadership

Chapter 11. Making Advertising News When There is No Product News

Chapter 12. Making Promotion News When There Is No Product News

Chapter 13. Making Packaging News When There Is No Product News

Chapter 14. Using Databases to Communicate with Target Customers

Chapter 15. Building Person-to-Person Relationships with Customers

Chapter 16. Involving People with Products

Chapter 17. Cultivating a Core Consumer Base

Chapter 18. Providing a Value-Added Customer Service

Chapter 19. Bringing a Brand to Life

Chapter 20. Leveraging Event Sponsorships

Chapter 21. Target Marketing Public Relations

Chapter 22. Targeting Secondary Markets

Chapter 23. Influencing the Influentials

Chapter 24. Identifying Brands with Causes That People Care About

Chapter 25. Allaying Consumer Fears to Gain Market Acceptance

Chapter 26. Defending Products at Risk and Giving People Permission to Buy

Part II: How to Write an Integrated Marketing Public Relations Plan

Chapter 27. Step One: Reviewing the Situation

Chapter 28. Step Two: Setting MPR Objectives

Chapter 29. Step Three: Developing MPR Strategy

Chapter 30. Step Four: Marketing Public Relations Tactics

Chapter 31. Step Five: Measuring and Evaluating MPR Programs