How do leading organizations win constant media attention, keep company confidence high, and attract valuable new business and top-flight employees? How do public figures and politicians capture the media spotlight and stay in the public eye? And how do successful entrepreneurs and professionals move their businesses and careers in to the fast track? By understanding and capitalizing on that most powerful yet most under-used weapon in the corporate and marketing armory - public relations. Power Public Relations introduces the new PR. No longer a prop to marketing or corporate communications, public relations has become a powerful and pervasive discipline. This book covers the spectrum of PR strategies, showing how they can be used to aggressively engineer public perceptions on corporate, political, legal, and social fronts. In the business world, PR expert Len Saffir introduces PR as an equal partner with marketing in the promotion of products and services, predicting that "sell shops" - integrating PR with advertising and promotion - will soon replace traditional ad agencies. Case histories, such as the marketing of cigarettes in a hostile environment and the effective promotion of controversial causes, demonstrate that this is the wave of the future. In the management of crisis - disasters involving defective products, on-site accidents, or accusations of unethical corporate conduct - this book explains how to use preemptive public relations to develop action plans to contain damage in crisis situations, work with the media, and regain public support. In the political and legal arenas, Power Public Relations explains how well-chosen PR strategies can ally public figures with popularcauses or concerns, turn public opinion, and win lawsuits, proxy battles, and personal advancement. Complete with hands-on advice on working with the media, capturing public interest, and building and evaluating a successful public relations program, Power Public Relations will op
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Most Helpful Customer Reviews
6 of 7 people found the following review helpful:
3.0 out of 5 stars
Off to a good start, but short on needed detail,
By A Customer
This review is from: Power Public Relations: How to Get Pr to Work for You (Paperback)
It may be the case that this book is for an intermediate practitioner, as the anecdotes about different campaigns provide nice fodder for one's own ideas about pr. However, it ultimately falls short because there is little detail about the execution of each campaign. For example, in a multi-year campaign, exactly what did they do, whom did they contact, what did they say? Who said no and why? What did the press releases say? More disturbing than the glaring lack of sample press materials, the chapter that describes how further to make PR work for the clients is especially light on content. It seems aimed more at potential pr clients and not so much at a studying pr practitioner. This, of course, is in itself a brilliant pr move; while not advertising for the author's own service, it does build the perception of need in the potential client who may buy the book. If that is the case, then I am looking forward to Mr. Saffir's next book with more focus on specific technique behind the smart ideas.
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Great book on the far-reaching chances of excellent PR,
By
This review is from: Power Public Relations: How to Get Pr to Work for You (Paperback)
Excellent book. It shows interesting PR-concepts that have been applied in the past. The books focuses rather on the concept and on the interdisciplinary interplay with other disciplines such as marketing, sales etc. It doesn't touch the down-to-earth work that's behind all the successes.
5.0 out of 5 stars
saffir unquestionably understands engineering of perception,
By A Customer
This review is from: Power Public Relations: How to Get Pr to Work for You (Paperback)
I've read dozens of books on public relations and find that Leonard Saffir's Power Public Relations is by far the best. His definition of public relations as " the engineering of perception" is right on. Keep it up Saffir
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