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Using dozens of case studies from well-known companies such as General Electric,FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president and public relati*** scientist Mark Weiner offers aresearch-based model for creating and implementing public relati*** programs that will generate desired results and improve an ***anization’s ROI. Written as a highly accessible hands-on guide, Unleashing the Power of PR explains how to use market research methods to plan and evaluate public relati*** programs scientifically. The author explores the benefit of learning to speak to senior executives in a way that will improve communicati*** and ultimately help strengthen PR performance and results. In addition, the book debunks common myths—such as “PR is impossible to measure!”—that undercut the effectiveness of PR and obscure its real value.

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在线阅读本书

Using dozens of case studies from well-known companies such as General Electric,FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president and public relati*** scientist Mark Weiner offers aresearch-based model for creating and implementing public relati*** programs that will generate desired results and improve an ***anization’s ROI. Written as a highly accessible hands-on guide, Unleashing the Power of PR explains how to use market research methods to plan and evaluate public relati*** programs scientifically. The author explores the benefit of learning to speak to senior executives in a way that will improve communicati*** and ultimately help strengthen PR performance and results. In addition, the book debunks common myths—such as “PR is impossible to measure!”—that undercut the effectiveness of PR and obscure its real value.