Using dozens of case studies from well-known companies such as General Electric, Fed Ex, 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.
Tabella dei contenuti
Foreword ix
Preface xiii
The Author xxi
Part One: The Changing Landscape of Marketing and Corporate Communication
1 New Opportunities for Marketing and Public Relations 3
2 New Challenges Facing Marketing and Public Relations 21
Part Two: Using Research to Strengthen Public Relations
3 Measuring Public Relations Programming 47
4 Setting Meaningful and Measurable Public Relations Objectives 79
5 Using Research to Shape Public Relations Strategy and Tactics 107
6 Evaluating Public Relations Programs for Continual Improvement 135
Part Three: Transforming Your Public Relations Program
7 Real Business Results: Proving–and Improving–PR ROI 167
8 From Concept to Reality 191
Appendixes
1 Delahaye Executive Audit 201
2 Delahaye Media Demographic Audit 215
3 Delahaye Journalist Audit 229
Index 237
About the International Association of Business Communicators 248
Circa l’autore
MARK WEINER is president of Delahaye, the world’s most
prestigious provider of public relations research, analysis, and
consulting. After its founding in 1994 as Medialink Research, the
firm acquired The Delahaye Group in 1999, adopted its name, and
then became Delahaye in its current form. Delahaye is based in
Norwalk, Connecticut, with offices in Portsmouth, New Hampshire;
Chicago, Illinois; Washington, D.C.; and London, England, with
affiliates around the world. The firm provides research-based
consulting in areas related to public relations, marketing, and
corporate reputation and employee communications, with client
engagements in forty countries. Delahaye’s research is used
by the world’s leading companies to set objectives; develop
strategy; and evaluate the performance of how their communication
initiatives affect the attitudes, understanding, and behaviors of
their target audiences. The firm currently employees a hundred
researchers and analysts, who provide a range of attitudinal
research, traditional and new media content analysis, and
statistical modeling services.
Since he entered the field in 1986, Weiner has been a frequent
conference speaker and a regular contributor to leading
professional journals, sitting on the editorial advisory boards of
PRSA’s Strategist and PR News. In addition, he
was the 2004 chair of the Measurement Commission of the Institute
for Public Relations. He is a member of the International
Association of Business Communicators, the Public Relations Society
of America, and the Institute for Public Relations. Before public
relations, Weiner was an editor and syndicated newspaper columnist
with the Mc Naught Newspaper Syndicate after starting his career
with the New York Times News Service.
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