The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge (Wiley Series on Business Strategy) [Paperback]

Thomas L. Harris (Author)

Book Description

Publication Date: January 1993 | ISBN-10: 0471579629 | ISBN-13: 978-0471579625

The Marketer’s Guide to Public Relations How Today’s Top Companies Are Using the New PR to Gain a Competitive Edge "Tom Harris has done more than anyone else to explain how public relations should be an important element in the marketing process. Every marketer should read this book." —Joe Cappo, Vice President/Publisher Advertising Age "Tom Harris might well be consumer marketing management’s next folk hero. His book provides a wealth of information that will be useful to consumer marketing executives and public relations professionals alike." —Harold Burson, Chairman Burson Marsteller "Tom Harris illustrates how companies can gain competitive advantages in the vicious marketing climate of the 1990s while reducing costs. This book will be must reading at business schools like Chicago, Stanford, and Harvard." —Robert L. Dilenschneider, President The Dilenschneider Group "It’s all here: what to do and what not to do, checklists and case histories, even crisis management and minority marketing. Best of all, it’s projected through the experience of a true professional in marketing PR. All you need is this book and a client." —John O’Toole, President American Association of Advertising Agencies "I just could’t stop reading Tom’s book. It’s right on the money and demonstrates clearly, comprehensively, and scientifically the critical role that public relations plays in marketing consumer products—and shows why it’s going to be increasingly important in the future." —Daniel J. Edelman, Chairman and CEO Daniel J. Edelman, Inc.

Editorial Reviews

From the Publisher

The 1990s will mark an era of intense competition, both domestically and globally; businesses must win a share of the consumer's mind and heart and build strong consumer awareness and preference. However, in today's ``overcommunicated'' society, mass and even target advertising lose some of their cost-effectiveness. That's where ``marketing public relations'' (MPR) comes in, making the most of the strength of news, events, community programs, and other powerful communication modalities. Covers this emerging trend in public relations, showing not only why MPR helped companies gain a competitive edge, but also how it is used by its most sophisticated practitioners to get maximum mileage from product introductions, special events marketing, brand name associations and company reputation, how to extend a product's life cycle, defend products at risk, and more. Features examples and actual cases illustrating the success of MPR.

Product Details

• Paperback: 320 pages
• Publisher: Wiley (January 1993)
• Language: English
• ISBN-10: 0471579629
• ISBN-13: 978-0471579625
• Product Dimensions: 9.1 x 6.2 x 0.9 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #3,199,834 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars Useful, but Woefully Outdated, August 21, 2002

By A Customer

This review is from: The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge (Wiley Series on Business Strategy) (Paperback)

Thomas Harris enjoys a well-respected reputation in the public relations industry. The Marketer's Guide to Public Relations is an excellent example of why. Relying on clear writing and numerous case histories and examples, Harris never fails to demonstrate the value of a good public relations campaign to any marketing department. Nonetheless, the work is nearly a decade old. Given the tumult of the 90s, one needs an updated edition. I found using Michael Levine's Guerrilla PR: Wired to be quite useful in that regard, covering how to use the Internet for an effective public relations campaign. Still, I hope to see a book by Harris that fully delves deep into the merging worlds of the Internet and public relations in the near future.

4.0 out of 5 stars Marketer's Guide, August 12, 2002

By A Customer

This review is from: The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge (Wiley Series on Business Strategy) (Paperback)

This book shows haw companies use strategies to wage effective PR campaigns. The real life examples show how classroom techniques translate into actuality. This book, along with Michael Levine's Guerilla PR Wired, are both must-haves for anyone entering in the world of PR.