Unleashing the Power of Pr A Contrarian's Guide to Marketing And Communication

"As communication professionals have evolved from tacticians to strategists, measurement has grown from a series of random ideas and steps to a science that has a clear direction and real-world application. With each year since the development of studies like the 'Excellence' project, new experts have developed ways to identify desired outcomes, employ proper measurement techniques, and apply their limited resources with the biggest impact. In this book, Mark Weiner applies his years of experience with Delahaye to offer case studies and analyses that break down the science of PR measurement in a way that is easy to understand and apply. The book offers a fresh and innovative approach that takes the profession one step closer to understanding and demonstrating the value of organizational communication. On behalf of IABC, I'd like to thank Mark Weiner for contributing to the communication profession by sharing his knowledge of public relations."--From the Foreword, by Natasha Spring, executive editor, Communication World and vice president, publishing and research International Association of Business Communicators (IABC)Weiner, Mark is the author of 'Unleashing the Power of Pr A Contrarian's Guide to Marketing And Communication', published 2006 under ISBN 9780787982799 and ISBN 0787982792.