Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication (J-B International Association of Business Communicators) (Hardcover)

~ (Author) "In recent years, more companies in industries ranging from auto manufacturing to financial services and from consumer packaged goods to entertainment have reached the same..." (more)
Key Phrases: Six Sigma, Impact Score, Executive Audit (more...)

Editorial Reviews

Review

Weiner… has left no stone unturned here; issues relating to audits, return on investment, new media and shifting objectives are brought forth. While that might seem very technical, Weiner's language is user-friendly and he carefully explains every aspect of the subject to avoid confusion. …Weiner's observations are peerless and his considerations set a new standard for the field.
Mark Hall on Timessquare.com

Product Description

Using dozens of case studies from well-known companies such as General Electric, FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president and public relations scientist Mark Weiner offers a research-based model for creating and implementing public relations programs that will generate desired results and improve an organization’s ROI. Written as a highly accessible hands-on guide, Unleashing the Power of PR explains how to use market research methods to plan and evaluate public relations programs scientifically. The author explores the benefit of learning to speak to senior executives in a way that will improve communications and ultimately help strengthen PR performance and results. In addition, the book debunks common myths—such as “PR is impossible to measure!”—that undercut the effectiveness of PR and obscure its real value.

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Product Details

• Hardcover: 272 pages
• Publisher: Jossey-Bass (June 23, 2006)
• Language: English
• ISBN-10: 0787982792
• ISBN-13: 978-0787982799
• Product Dimensions: 9.1 x 6 x 1.2 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (11 customer reviews)
• Amazon.com Sales Rank: #265,722 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars Shines a bright light on your practice, July 6, 2006

By	Paul A. Baker "communicator" (Madison, Wis., US) - See all my reviews (REAL NAME)

"I believe that PR is as much a science as it is art and I further believe that the science upon which effective public relations can be based actually enhances the creative process, by focusing creative resources on the most compelling ad credible messages as proven through research," says Mark Weiner in his new book "Unleashing the Power of PR: A contrarian's guide to marketing and communication (IABC/Jossey Bass, 2006).

Weiner is president of Delahaye, a provider of PR research, analysis, and consulting.

His book makes me take a hard look at my own PR practice.

The difference between unenlightened and enlightened PR program evaluation, he says, is the difference between a report card and a tutor. Evaluation helps decision makers link PR results to objectives. Evaluation provides opportunities for continual improvement. Evaluation constructs a framework around which future PR plans can be built.

A successful evaluation will tell you how your PR program performed against objectives and in light of your strategy and tactics. But better still is the type of evaluation that tells you more than just what happened: it tells you why it happened, if it will continue, and what should be done about it.

In Part One Weiner provides an overview of the changing landscape of marketing and corporate communication. Part Two discusses using research to strengthen public relations. Part Three walks you through the steps to transforming a PR program.

"I would argue that refusal to set specific goals is a form of malpractice," he says, "especially when you consider the affordable new tools at hand, the newfound recognition and still huge upside for PR, and the increasing scope of activities for which PR people are now held responsible."

[...]

4 of 4 people found the following review helpful:

5.0 out of 5 stars Excellent Resource: Clear, Concise, Complete, March 21, 2007

By	Rodger D. Johnson "Rodger" (Indianapolis, IN) - See all my reviews (REAL NAME)

One of the best books on evaluating the impact of public relations, Unleashing the Power of PR, has been invaluable to me. As a graduate student, I've used it as a resource for a project, and I'll be using it as the foundational resource for my thesis.

Unlike most books about research, which are dry and verbose, Weiner presents his argument and examples for good research in clear, concise prose. There's no bones about it, this is a must read for serious students of PR and professionals alike.

4 of 4 people found the following review helpful:

5.0 out of 5 stars A Must Read for the C-Suite, Business Leaders & PR Pro's, January 12, 2007

By	Timothy Kinney (St. Augustine, FL) - See all my reviews (REAL NAME)

Penned by the founder and president of Delahaye, you may expect Unleashing The Power Of PR to be a thinly veiled sales pitch for his company's research services (like many of the books in the business section today). You'll be pleasantly surprised, however, to find that this is not the case. Instead, you'll discover that Weiner's first book is actually a well researched, compellingly argued case for strengthening the role of public relations in your company's business strategy. In fact, to some extent, Mr. Weiner gives away the core secrets of the media measurement program it took years for his company to perfect.

For those, like me, who learn best by example, Weiner does not disappoint. Pulling from several Delahaye case studies and other sources, Weiner clearly illustrates his main points with relevant, contemporary examples. And, on several occasions, I actually found myself tapping into the dark depths of my fantasy reserves (the energy stores I usually save for Coastal Living feature properties or Mercedes-Benz catalogues), to conjure a vision - one where I transform my small company's marketing efforts into a well-oiled PR machine of my very own, increasing sales by 150%, and positioning POPLOGIX as the preeminent, affordable marketing consulting firm in the US by 2008.

Fantasies aside, this is a recommended read for the contemporary marketing professional but, more importantly, it is a must read for those in the C-Suite and those responsible for their companies PR investment. The return on your PR investment is not only tangible, but also measurable, and can directly impact your business objectives.

There's a lot to like about this work. First, it is particularly well organized. I really like the use of summary questions at the end of each chapter -- one more example of Weiner's easy reading style. And, if you pay attention, you'll find that Weiner is overly generous with thoughtful advice. Just as the title promises, this is a practical guide for creating a world class PR program for your company. Whether you are a start-up or a Fortune 50, Unleashing The Power Of PR may become your "how-to manual" for using PR to help achieve your objectives.