From Wonderbra to McDonalds,
from Harley-Davidson to Viagra, today's world-leading companies and brands are using
public relations to add power and persuasion to all of their marketing messages.
Information, rather than salesmanship, builds credibility with sophisticated and skeptical
consumers, and public relations, long viewed as the most trustworthy source of information
about products and services and the companies that provide them, can effectively reach
targets where other marketing communication tools fall short.
In Value-Added Public
Relations, Thomas L. Harris, the industry-leading expert in marketing public relations
(MPR), examines how and why public relations plays a critical role in integrated marketing
and explains the many ways PR can add value to an integrated marketing communications
(IMC) program. Harris analyzes the relationship between product- and corporafe-brsind
building and, through dozens of case histories and examples, shows how some of the
nation's most successful marketers have used PR techniques to enhance all of their
marketing messages. Among the book's features is a comprehensive guide to writing an IMC
plan including writing a situation analysis, setting objectives, developing a strategy,
devising tactics, and then measuring results. Detailed descriptions of more than 50
effective PR tactics involving all media, including new technologies, are also included.
Praise for Value-Added
Public Relations
One of the "Ten Top
Books on PR. "-PR Week
"Makes a
characteristically compelling case for PR as the secret weapon of integrated marketing,
the discipline that can deliver the kind of credibility that advertising cannot achieve
and often undermines."-Inside PR
"Corporate
communication departments, advertising agencies, and public relations firms alike would be
well-advised to give this book to their clients." Communication World
"A welcome addition to
the PR library."Agency, the official publication of the American Association of
Advertising Agencies
About the Author
Thomas L. Harris is a
management consultant specializing in marketing and public relations. He is an adjunct
professor at Northwestern University's Medill School of Journalism and is past president
of Golin/Harris Communications
314 pages