The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge (Wiley Series on Business Strategy)

By Thomas L. Harris

Book Overview

The 1990s will mark an era of intense competition, both domestically and globally; businesses must win a share of the consumer's mind and heart and build strong consumer awareness and preference. However, in today's ''overcommunicated'' society, mass and even target advertising lose some of their cost-effectiveness. That's where ''marketing public relations'' (MPR) comes in, making the most of the strength of news, events, community programs, and other powerful communication modalities. Covers this emerging trend in public relations, showing not only why MPR helped companies gain a competitive edge, but also how it is used by its most sophisticated practitioners to get maximum mileage from product introductions, special events marketing, brand name associations and company reputation, how to extend a product's life cycle, defend products at risk, and more. Features examples and actual cases illustrating the success of MPR.

• Format: Hardcover
• Language: English
• ISBN: 0471618853
• ISBN13: 9780471618850
• Release Date: February 1991
• Publisher: Wiley
• Length: 306 Pages
• Weight: 1.35 lbs.
• Dimensions: 9.3" x 1.1" x 6.3"

Customer Reviews

Useful, but Woefully Outdated

Thomas Harris enjoys a well-respected reputation in the public relations industry. The Marketer's Guide to Public Relations is an excellent example of why. Relying on clear writing and numerous case histories and examples, Harris never fails to demonstrate the value of a good public relations campaign to any marketing department. Nonetheless, the work is nearly a decade old. Given the tumult of the 90s, one needs an updated edition. I found using Michael Levine's Guerrilla PR: Wired to be quite useful in that regard, covering how to use the Internet for an effective public relations campaign. Still, I hope to see a book by Harris that fully delves deep into the merging worlds of the Internet and public relations in the near future.

Marketer's Guide

This book shows haw companies use strategies to wage effective PR campaigns. The real life examples show how classroom techniques translate into actuality. This book, along with Michael Levine's Guerilla PR Wired, are both must-haves for anyone entering in the world of PR.