Unleashing the Power of PR. A Contrarian's Guide to Marketing and Communication (Mark Weiner).

"Unleashing the Power of PR. A Contrarian's Guide to Marketing and Communication" - книга, написанная президентом агентства по связям с общественностью Delahaye, Марком Вейнером. В книге автор использует десятки примеров известных компаний, таких как General Electric, FedEx, Procter & Gamble, Merck, Boeing и Intel, чтобы предложить научно обоснованную модель создания и реализации программ по связям с общественностью, которые будут генерировать желаемые результаты и улучшать ROI организации.

"Unleashing the Power of PR" написана в формате практического руководства и объясняет, как использовать методы маркетинговых исследований для планирования и оценки программ по связям с общественностью. Автор обсуждает преимущества общения с высшими руководителями таким образом, чтобы улучшить коммуникацию и, в конечном итоге, помочь укрепить результаты PR. Кроме того, в книге развеиваются распространенные мифы, такие как "PR невозможно измерить!", которые снижают эффективность PR и искажают его реальную ценность.

Using dozens of current case studies of widely known companies like General Electric, Fed Ex, Procter and Gamble Inc., Merck,Boeing and Intel among others, Mark Weiner presents his innovative "research- based" model of creating and implementing PR programs that operate at desired goals, specifically contributing to improving an organization's market standards. This essential, thoroughly approachable reading resource takes the reader step by step through the process of designing and scientifically evaluating PR programs in a manner tailor-made for practitioners. Specially the powerful reason behind developing an understanding about executing meetings effectively with executives, leading to improvement in interpersonal skills, ultimately strengthens the impact of the PR campaigns and broadcasts their success. Additionally, this amazing book busts some of the common PR myths prevalent in the domain, such as "PR can scarce be measured!", which contributes to the acclaimed efficacy of PR methodology and effectively aids in vastly expanding its true potential.

Using dozens of cases studies including those from renowned companies such as GE, Fed Ex, Proctor & Gamble Cooperative Corporation, Merk and Co., Boeing Company, and Intel Corporation, president of the Public Relations Society of America and a scientific public relations researcher, Mark Weiner, introduces a model based on research to create and implement public relations plans that will lead to the desired results, contributing to improvements in integrated organization return on investment ('ROI'). 'Unleashing 'The Power of Public Relations' can be defined as a hands-on, scientific guide to scientific planning and appraisal of public relations campaigns. It also demonstrates the wisdom of teaching executives how to communicate effectively and ultimately improve PR activity and it conclusively defends against vehicles such as, "PR is immeasurable!", a weakening which detracts from the importance and truthfulness of public relations.