publications

Unleashing the Power of PR

Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication

by Mark Weiner
published by Jossey-Bass

Change the public face of your organization and boost internal confidence in PR initiatives. This hands-on guide teaches PR program planning and evaluation using market research methods. Discover ways to approach senior executives, quantify the effect of PR efforts and strengthen overall company performance. Case studies from companies such as GE, FedEx, Procter & Gamble, Merck, Boeing and Intel illustrate this unique strategy in action.

Used as a teaching tool at UNC-Chapel Hill, The University of Maryland, George Washington University, Johns Hopkins, Brigham Young and New York University, this resource is accessible and is a must for the communication professional.

The author draws on experience as the former global director and senior vice president of Ketchum Research and as the former CEO and president of Delahaye.