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 corporate-brand 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.
Customer Reviews:
Avg. Customer Rating: 3.5 / 5.0
NO NEW THINKING HERE:
I just can't figure out who this book is written for. It was highly disappointing - instead of finding fresh thoughtful new insights and innovative suggestions for how to build on what's already tried and true and been done to death in Marketing PR from an industry "thought leader", or so Mr. Harris positions himself, I found tired old industry award case study submission retreads GALORE (fyi - these case studies are submitted by PR agencies and spun like no one else can spin 'em to advantage so they can... more info
Kotler journal writings are more interesting:
The book was just okay. Kotler's business industry and journal writings are much more insightful and interesting. Too basic for marketing practicioners.
not very useful:
I read this book and I was dissapointed. It's out of date and not really relevant. My girlfriend hyped this book Gurilla PR Wired by this Livene guy which I read and was really impressed by. For anyone who is thinking about reading Value Added Public Relations read this other book instead
Valuable, But Not Up-To-Date:
Value-Added Public Relations argues that public relations are key to any successful marketing campaign. The book predominantly rests its premise on the belief that public relations adds credibility, and, thus, "value" to the marketing campaign. While I know plenty of marketing executives are unhappy about admitting it, I'm not sure I would call it a secret weapon.
The book is loaded with several case history examples. While it's well-written, overall, it fails to convey its message while taking into... more info
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