Unleashing the Power of PR
A Contrarian's Guide to Marketing and Communication
Chapter One
New Opportunities for
Marketing and Public Relations
In recent years, more companies in industries ranging from auto
manufacturing to financial services and from consumer packaged
goods to entertainment have reached the same unexpected conclusion:
PR works. And at times, PR works better than other forms
of marketing and at a small fraction of the cost.
Professional communicators have been using PR to deliver
value for decades. What's new is that a handful of leading professionals
are now scientifically proving how they are generating measurable
benefits from their public relations activities. The progress
that this change represents is significant: rather than relying on subjective
perceptions of what represents value, they are applying the
concept of "return on investment" (ROI-a term that has long
been used by financial professionals) and objectively measuring the
economic benefits of public relations activity against its associated
costs. W ... read full excerpt from Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication ebook
