***能量释放：营销与交流指南（UNLEASHING THE POWER OF PR） pdf kindle caj 下载 azw3 umd 电子版 夸克云

　　As more and more new technologies—Internet blogs, satellite TV, and TiVo—enter the marketplace, they create new opportunities for corporate communicati***. How can ***anizati*** tap into the power of these technological advances and increase their competitive advantage?

Using dozens of case studies from well-known companies such as General Electric,?FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president and public relati*** scientist Mark Weiner offers a?research-based model for creating and implementing public relati*** programs that will generate desired results and improve an ***anization'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 relati*** programs scientifically. The author explores the benefit of learning to speak to senior executives in a way that will improve communicati*** 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.

This groundbreaking resource is filled with the most current and scientifically proven information about the effectiveness of PR, information that will enlighten even the most experienced professional communicator. Using the tools and techniques outlined in this book, PR professionals and marketers can improve their ***anization's performance and ***?how public relati*** is a low-cost, high-value alternative for achieving meaningful business outcomes.

Step by step, Unleashing the Power of PR offers PR professionals and marketers a how-to manual for recognizing the mispercepti*** among their own public relati*** environment and shows what to do to take corrective action. The book also reveals what it takes to create more effective marketing and public relati*** campaigns and improve the reputati*** of ***anizati*** and brands.

Foreword

Preface

The Author

Part One: The Changing Landscape of Marketing and Corporate Communication

　1 New Opportunities for Marketing and Public Relati***

　2 New Challenges Facing Marketing and Public Relati***

Part Two: Using Research to Strengthen Public Relati***

　3 Measuring Public Relati*** Programming

　4 Setting Meaningful and Measurable Public Relati*** Objectives

　5 Using Research to Shape Public Relati*** Strategy and Tactics

　6 Evaluating Public Relati*** Programs for Continual Improvement

Part Three: Transforming Your Public Relati*** Program

　7 Real Business Results: Proving—and Improving—PR ROI

　8 From Concept to Reality

Appendixes

　1 Delahaye Executive Audit

　2 Delahaye Media Demographic Audit

　3 Delahaye Journalist Audit

Index

About the International Association of Business Communicators

　　MARK WEINER is president of Delahaye, the world’s most prestigious provider of public relati*** research, ***ysis, and c***ulting. After its founding in 1994 as Medialink Research, the firm acquired The Delahaye Group in 1999, adopted its name, and

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Using dozens of case studies from well-known companies such as General Electric,FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president and public relati*** scientist Mark Weiner offers aresearch-based model for creating and implementing public relati*** programs that will generate desired results and improve an ***anization’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 relati*** programs scientifically. The author explores the benefit of learning to speak to senior executives in a way that will improve communicati*** 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.