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Unleashing the Power of PR
Book

Unleashing the Power of PR

A Contrarian's Guide to Marketing and Communication

Mark Weiner
Jossey-Bass, 2006

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Editorial Rating

7

Qualities

  • Applicable

Recommendation

Although hardly the "contrarian" of his book's title, Mark Weiner correctly identifies two problems common to public relations practitioners: They fail to set objectives, and then they fail to measure what they have accomplished. Weiner explains an uncomplicated way to correct these tendencies. He tells PR managers and their clients why taking a scientific approach can improve the professionalism of PR campaigns and gain respect for them in the marketing world. He uses examples from his own experience to buttress his arguments about the benefits of PR. Occasionally, the book is repetitive, but it is eminently practical. getAbstract recommends it to corporate communicators, PR consultants and their clients.

Take-Aways

  • Marketing managers are becoming more interested in gauging the return on investment (ROI) for their public relations (PR) campaigns.
  • By measuring ROI, AT&T discovered that its PR was as effective as its advertising, and much cheaper.
  • In 2004, PR accounted for less than 1% of the $800 billion spent on marketing.

About the Author

Mark Weiner is president of a company that provides research-based consulting about public relations, corporate reputation and employee communications.

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