Value-Added Public Relations: The Secret Weapon of Integrated Marketing

Thomas Harris



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.

What will you learn from this book

  1. Strategic Alignment with Marketing Goals: The book may emphasize the importance of aligning public relations strategies with broader marketing objectives, ensuring a cohesive and integrated approach.

  2. Building and Managing Reputation: Value-added public relations often focuses on building and managing a positive reputation for an organization. The book might provide insights into reputation management strategies.

  3. Stakeholder Engagement: Effective public relations involves engaging with various stakeholders. The book may discuss how organizations can identify and engage with key stakeholders to add value to their communications.

  4. Storytelling for Impact: Crafting compelling narratives and stories is a common element of successful public relations. The book may provide guidance on how storytelling can be a secret weapon in integrated marketing.

  5. Measurement and Evaluation: The book may discuss methods for measuring the effectiveness of public relations efforts, emphasizing the importance of metrics in demonstrating value to the overall marketing strategy.

  6. Crisis Communication: Public relations often plays a crucial role in managing crises. The book might cover strategies for effective crisis communication as part of an integrated marketing plan.

  7. Media Relations: Building positive relationships with the media can be a valuable aspect of public relations. The book may provide tips on fostering strong media relations for enhanced brand visibility.

  8. Employee Advocacy: Engaging employees as advocates for the brand could be a key takeaway. The book might discuss how internal communications contribute to external perceptions and value.

  9. Digital and Social Media Integration: Given the contemporary landscape, the book may cover the integration of digital and social media strategies within public relations efforts to amplify messages and engage audiences.

  10. Sustainability and Corporate Social Responsibility: Value-added public relations may involve showcasing an organization's commitment to sustainability and social responsibility. The book could explore how these factors contribute to brand value.

Language English
ISBN-10 0844234125
ISBN-13 9780844234120
No of pages 314
Font Size Medium
Book Publisher McGraw-Hill Education
Published Date 16 Nov 1999

About Author

Author : Thomas Harris

9 Books

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