Value-Added Public Relations: The Secret Weapon of Integrated Marketing

by Thomas L. Harris

Book Overview

Examines how and why public relations plays a critical role in integrated marketing and explains the ways PR can add value to an integrated marketing communications program. This book features a guide... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0844234125
• ISBN13: 9780844234120
• Release Date: December 1999
• Publisher: McGraw-Hill
• Length: 314 Pages
• Weight: 1.17 lbs.
• Dimensions: 0.8" x 6.0" x 9.0"

Customer Reviews

Valuable, But Not Up-To-Date

Value-Added Public Relations argues that public relations are key to any successful marketing campaign. The book predominantly rests its premise on the belief that public relations adds credibility, and, thus, "value" to the marketing campaign. While I know plenty of marketing executives are unhappy about admitting it, I'm not sure I would call it a secret weapon.The book is loaded with several case history examples. While it's well-written, overall, it fails to convey its message while taking into account the Internet. For that, I suggest Michael Levine's Guerrilla PR: Wired, which accepts the Internet's uses in a public relations and marketing campaign.Overall, Value-Added Public Relations is a strong, if outdated, piece of work. While its suggestions are still useful, and it is a thorough piece of work, it would be worth considering to wait and see if an updated edition is released.

A Treasure Trove of Ideas.

This book should have been required reading in my PR class! Not only does it have comprehensive case studies of PR programs with all sorts of objectives (launching a new product, making old products look hip, etc.), it has a story for every PR tool I learned about in class. There is also a second part that shows how to plan a Marketing-PR program. What I really like about this book is how it is so full of ideas. They are excellent mental triggers. I can open the book to almost any page, read about one company's PR program or tactic, and suddenly be filled with all sorts of ideas related to whatever I'm working on.

Great Book Without B.S. ! Read It Now!

Probably the best and most practical book on PR, from a strategic marketing perspective. There is no non-sense,no unnecessary words--no B.S.! The author is a real practitioner in Marketing Public Relations with impressive real world and academic credentials. If other marketing or management gurus can write like him, there will probably be more practical business books for the readers -- the knowledge end-users to enjoy.

The Book of Tactics

Value-Added Public Relations offers readers an overview of MPR (Marketing Public Relations-a term coined by the author) and the ways it can be used to increase the success of an integrated marketing campaign. As a professor of Integrated Marketing at the Medill School of Journalism and a leader in the public relations industry, Thomas L. Harris lends credibility to the importance of marketing public relations as a component of integrated marketing.The beginning chapters set the stage by defining Integrated Marekting Communications (IMC), its components and the acceptance it has achieved as the modern approach to brand marketing. Also explored is the pivotal role of public relations as the credible source of information. As Harris explains, consumers today are more aware and know when they are being "sold" on something. However, when messages are delivered through a third party (i.e. the media) they are seen as more credible, and what's more, they can actually transfer that credibility to related advertising and promotion messages.The subsequent chapters are made up of case studies-- real-life examples of the many ways that MPR completes the IMC picture and often times even leads the strategy. Examples are provided to illustrate positioning, revitalizing a brand, creating brand/product news, leveraging sponsorships and target marketing. At the end of each case study, Harris includes "Lessons Learned" - approximately 10-12 phrases intended to sum up each integrated campaign. While many of these lessons pointed out innovative tactics and key insights, some of the lessons seemed more obvious and contrived.In the book's second section, Harris describes the five components needed to formulate a successful MPR program. They are: situation analysis, objectives, strategies, tactics and evaluation. Included in the situation analysis is "Identifying SWOTs," as Harris refers to discovering/researching the client's Strengths, Weaknesses, Opportunities and Threats. Also explained in this section is the importance of developing the executive summary to outline the client's problem/opportunity as well as the strategies and expected results of the proposed program.This book is most useful as a resource of tactics. In addition to the plethora of case studies that illustrate the use of various tactics, there is a list that the author refers to as "MPR Tactical Alphabet." This is an alphabetized list of tactics, most of which were featured in one form or antoher in the case studies (examples: B-Roll, Green Marketing, Mat Releases, Newsletters, Parades, Press Parties, Sampling and Web sites). Another resource is in the book's second section in which Harris gives his insight into the difference between objectives, strategies and tactics.The Cramer-Krasselt book club recommends Value-Added Public Relations for anyone in marketing or public relations.

..a catalyst and paradigm for success

This book is an insightful reminder, powerful tool, and eye-opener for all professionals who are either entering the field or have many years of experience in marketing or communication, which includes public relations. It opens a whole world of opportunities for success in today's competitive environment. Communications or marketing by itself cannot achieve success for a product, service or idea. The much advocated "systems approach" is even more true today than before. For those who have read Theodore Levitt's "Marketing Myopia," this book poses Levitt's famous question to the marketing profession-what business are you in? An interdisciplinary and integrated approach can help companies gain a competitive advantage in an ever increasingly competitive environment. It answers many questions we have today about the reasons for a successful marketing program. In today's world, where the consumer constantly faces information overload, this book provides ways of turning that information into knowledge by closing the marketing credibility gap as defined by Harris. The book addresses marketers of consumer, business, and high-technology products and services. An internally integrated communication effort will help consumers synthesize their world views in forming favorable perceptions of a company's products. Controlling consumer behavior has been far more difficult than shaping the few impressions that consumers receive. Isn't this what marketers and communicators strive for? The book refers to relevant and valuable examples followed by lessons for today's marketers.