VALUE ADDED PUBLIC RELATIONS HARRIS T. Księgarnia

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

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czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.