Unleashing the Power of PR / International Association of Business Communities (PDF)

Foreword. Preface. The Author. Part One: The Changing Landscape of Marketing and Corporate Communication. 1 New Opportunities for Marketing and Public Relations. 2 New Challenges Facing Marketing and Public Relations. Part Two: Using Research to Strengthen Public Relations. 3 Measuring Public Relations Programming. 4 Setting Meaningful and Measurable Public Relations Objectives. 5 Using Research to Shape Public Relations Strategy and Tactics. 6 Evaluating Public Relations Programs for Continual Improvement. Part Three: Transforming Your Public Relations Program. 7 Real Business Results: Proving--and Improving--PR ROI. 8 From Concept to Reality. Appendixes. 1 Delahaye Executive Audit. 2 Delahaye Media Demographic Audit. 3 Delahaye Journalist Audit. Index. About the International Association of Business Communicators.

MARK WEINER is president of Delahaye, the world's most
prestigious provider of public relations research, analysis, and
consulting. After its founding in 1994 as Medialink Research, the
firm acquired The Delahaye Group in 1999, adopted its name, and
then became Delahaye in its current form. Delahaye is based in
Norwalk, Connecticut, with offices in Portsmouth, New Hampshire;
Chicago, Illinois; Washington, D.C.; and London, England, with
affiliates around the world. The firm provides research-based
consulting in areas related to public relations, marketing, and
corporate reputation and employee communications, with client
engagements in forty countries. Delahaye's research is used
by the world's leading companies to set objectives; develop
strategy; and evaluate the performance of how their communication
initiatives affect the attitudes, understanding, and behaviors of
their target audiences. The firm currently employees a hundred
researchers and analysts, who provide a range of attitudinal
research, traditional and new media content analysis, and
statistical modeling services.

Since he entered the field in 1986, Weiner has been a frequent
conference speaker and a regular contributor to leading
professional journals, sitting on the editorial advisory boards of
PRSA's Strategist and PR News. In addition, he
was the 2004 chair of the Measurement Commission of the Institute
for Public Relations. He is a member of the International
Association of Business Communicators, the Public Relations Society
of America, and the Institute for Public Relations. Before public
relations, Weiner was an editor and syndicated newspaper columnist
with the McNaught Newspaper Syndicate after starting his career
with the New York Times News Service.

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