Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication

By Mark Weiner

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.

• Format: Hardcover
• Language: English
• ISBN: 0787982792
• ISBN13: 9780787982799
• Release Date: June 2006
• Publisher: Jossey-Bass
• Length: 272 Pages
• Weight: 1.05 lbs.
• Dimensions: 1.0" x 6.4" x 9.1"

Customer Reviews

PR professionals will benefit from Mr. Weiner's perspective...

Mark Weiner brings a refreshing and much needed viewpoint to the public relations field with his in-depth book about the need to measure results and the value it creates. He provides the public relations professional with insights to help place him or her directly on the playing field as a strategic business advisor to corporate leadership. Mr. Weiner shows how PR professionals can be "change agents" by identifying mutually agreed upon objectives, measuring the results of PR efforts to accomplish those objectives and then making recommendations to improve overall corporate performance. As Mr. Weiner points out, proving value can be a great challenge, but he shares several steps to make it a relatively simple undertaking. PR professionals will benefit from Mr. Weiner's perspective on how PR measurement demonstrates proof of performance and can result in bigger budgets to work with, earned respect for the profession and opportunities for personal advancement. This book is a valuable resource as Mr. Weiner provides cost-effective tips on measurement strategies based on three types of "PR-ROI" which should create an "aha" moment for many PR professionals. In addition to covering the unintentional and intentional mistakes that can occur during the measurement process, Mr. Weiner has a wealth of information for the PR professional who wants to become a strategic thinker and have a place at the corporate decision making table.

A Must Read for PR and Marketing Professionals

Mark Weiner's book is a "must read" for PR, marketing and any communications professional working today. It's chock full of great examples as well as great advice. Mark's research background gives him a unique vantage point -- one we can all learn from. And, his experiences represent real life, not an academic approach. I highly recommend it and keep it on my desk as a resource.

Excellent Resource: Clear, Concise, Complete

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.

A Must Read for the C-Suite, Business Leaders & PR Pro's

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.

Shines a bright light on your practice

"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." [...]