Product Description
Using dozens ce studies well-known companies Electric, FedEx, Procter & Gamble, Merck, Boeing, Intel, Delahaye president public relations scientist Mark Weiner offers a research-based model creating implementing public relations programs generate desired results improve organization’s ROI. Written highly accessible hands-on guide, Unleashing Power PR explains market research methods plan evaluate public relations programs scientifically. author explores benefit learning speak senior executives improve communications ultimately help strengthen PR performance results. addition, book debunks common myths—such “PR impossible measure!”—that undercut effectiveness PR obscure real value.
Unleashing the Power of PR: A Contrarian’s Guide to Marketing and Communication
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Great book, full of useful practical examples. I would recommend to all in the business.
Rating: 5 / 5
Comment by K. Burgess-Fairn — December 15, 2009 @ 6:21 pm
Mr. Weiner’s book is an excellent reference tool for those in the profession, and it is an interesting exploration for those outside the field but with an interest in what motivates the Public. Well worth a read!
Rating: 5 / 5
Comment by Penelope Riche — December 15, 2009 @ 9:03 pm
Mark has achieved a first – a compelling, real and usable view of public relations measurement and the communications planning implications that can result from its applications. Being someone who has been dedicated to public relations measurement for eight years, I have read any and everything on the topic, and Mark’s book is by far the best. Mark’s book stands out because of the real world examples he illustrates – while Mark understands the theory behind public relations measurement, he shows it in action. There is no other text where this is done as well, and there are few who have the ability to so effectively demonstrate the real world business applications of public relations measurement.
Rating: 5 / 5
Comment by Gregory Haas — December 15, 2009 @ 11:46 pm
As a long-time PR professional and M.A. graduate in mass communication, I’ve read a number of publications highlighting best practices. Mark Weiner’s book, Unleashing the Power of PR: A Contrarian’s Guide to Marketing and Communication (J-B International Association of Business Communicators), is by far one of the industry’s most powerfully informative.
Public relations professionals tend to be measurement agnostic — an unfortunate occurrence for practitioners who answer to P&L-savvy organizational leaders. Weiner’s book addresses this issue, detailing practical analysis techniques that both improve the impact of communication programs, and reliably measure the effects of those programs.
For example, Chapter 1 details research, initiated by AT&T, which measured the interaction and effect of public relations within the marketing mix. The study revealed a surprising finding: public relations generated as many new customers as mass-market advertising — at a fraction of the cost. Further, positive news about AT&T enhanced the effects of other marketing mix components. Such findings offer practitioners a powerful argument when competing for finite budgeting dollars.
In summary, I highly recommend this book for practitioners committed to powerful PR. For communication professionals, the book is a literary workhorse.
Rating: 5 / 5
Comment by Mary K. Pinkerton — December 16, 2009 @ 1:20 am
I have been in marketing communications and public relations for years, and shortly will have a doctoral degree in public relations, and I have to say, I have never read a more concise and valuable book for public relations. There are things in this book that years in public relations did not teach me, and every public relations professional, whether executive or new practitioner, should read this book.
Too many practitioners get into public relations and think it’s about writing press releases, getting media coverage, and planning publicity. In this book, Mark Weiner goes beyond the alleged “secrets” of good PR to provide the kind of holistic strategic perspective of public relations that most organizations overlook. And yet, his information is extremely practical and accessible to even the most neophyte practitioner.
Mark Weiner is one of the most talented and intelligent public relations executives in the world, and this book is testament to his simple genius.
This is the only professional business book I have used in my university teaching…and it’s the first book I recommend for anyone interested in succeeding in public relations.
Rating: 5 / 5
Comment by B. Smith — December 16, 2009 @ 1:23 am