Marketing Public Relations [Paperback]

Gaetan T. Giannini (Author)

Book Description

ISBN-10: 0136082998 | ISBN-13: 978-0136082996 | Publication Date: July 27, 2009 | Edition: 1

KEY BENEFIT: Marketing Public Relations breaks from the norm by presenting public relations using a marketing, rather than a communications studies or journalism, approach. This text recognizes the similarities between PR, word-of-mouth, and social networking media and creates a framework for constructing marketing strategies that incorporate these highly credible and cost-effective tools.

KEY TOPICS: An Introduction to Marketing Public Relations; Marketing Public Relations and the Marketing Communications Mix; Marketing Public Relations and the Organization it Serves; The MPR Framework - Objectives, Target, Connectors, Message & Measure; About the Media; Non-Media Connectors and Word-of-Mouth; Building a Connectors List; The Press Kit and Press Release; Selling the Story; Social Media; Events; Experts and Interviews; Crisis Management; Planning and Measuring

MARKET: For readers interested in learning the theory and then how to apply it, in order to “do Marketing Public Relations” in the real world.

Product Details

• Paperback: 336 pages
• Publisher: Prentice Hall; 1 edition (July 27, 2009)
• Language: English
• ISBN-10: 0136082998
• ISBN-13: 978-0136082996
• Product Dimensions: 9.1 x 6.9 x 0.6 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #512,134 in Books (See Top 100 in Books)

More About the Author

Gaetan Giannini is an Assistant Professor and Chairman of the Department of Business, Management and Economics at Cedar Crest College, as well as a sales and marketing speaker, consultant and writer.

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Practical, Real-Time PR Help Is Here, October 5, 2009

By 

Debbie Burke (Pocono Mountains, USA) - See all my reviews

This review is from: Marketing Public Relations (Paperback)

Although designed as a textbook, the wide range of case studies and real-life examples of public relations done right and wrong abound in this book, making it useful for the PR layperson. Data from today's market gives an up-to-date snapshot of what consumers are really looking for. As an example, those under 30 really do a minimum of cruising for news in newspapers, instead relying on (no surprise) the Internet. However, the same goes for those under age 50. Ignore social media marketing at your peril, then. Other practical primers include setting up a press conference, writing a press release, creating your own resident experts to confidently and skillfully deal with the press, and generating off-line word of mouth. "Three billion+ offline word-of-mouth conversations take place each day," Giannini writes. While intended for college students, business owners and professionals new to any facet of marketing can use this as an easy-to-read launch pad to better public relations. -- Deb Burke, Pocono Business Journal

1 of 1 people found the following review helpful:

5.0 out of 5 stars Chockfull, September 25, 2009

By 

Ken Lizotte "author of 'The Expert's Edge' (M... (Concord, Massachusetts) - See all my reviews
(REAL NAME)   

This review is from: Marketing Public Relations (Paperback)

A spectacularly comprehensive compilation of all the best practices of marketing/public relations today, this book is an absolute must-have for anyone wanting to ramp up their knowldge of how to do PR right. Not just neophytes but longtime practitioners will learn a thing or two from "Marketing Public Relations" as well, chockfull as it is of case studies, traditional media/PR advice and ever-evolving social media relevance. You will learn not only HOW to do things but WHY to do them, thanks to background explanations and deeper details. Perfect for marketing/PR/media/communciations course studies everywhere! As author of a book in a similar vein, and a practicing PR expert for over 30 years, I unhesitatingly recommend this volume. Study it and learn how to be the very best.

5.0 out of 5 stars A perfect read, April 14, 2010

By 

J. Workman (Philadelphia, PA) - See all my reviews
(REAL NAME)   

This review is from: Marketing Public Relations (Paperback)

The book has a lot to offer to not only established public relations professionals, but especially to the current generation of marketing public relation students. This is a great resource on the latest in public relations. The book is upfront and direct on what public relations professionals need to do. Unlike some textbooks where the author may go on and on for pages about something that they could have said in two sentences, this book is insightful and full of usable content. Most books are full of theory and have little substance; more or less bore you. The material is readable, understandable, and very relevant. I highly recommend you give this book a read.