Unleashing the power of PR a contrarian's guide to marketing and communication

"A joint publication of the Jossey-Bass business & management series and the International Association of Business Communicators"--P. [v].

Includes index.

New opportunities for marketing and public relations -- New challenges facing marketing and public relations -- Measuring public relations programming -- Setting meaningful and measurable public relations objectives -- Using research to shape public relations strategy and tactics -- Evaluating public relations programs for continual improvement -- Real business results : proving, and improving, PR ROI -- From concept to reality -- Appendixes. 1. Delahaye executive audit ; 2. Delahaye media demographic audit ; 3. Delahaye journalist audit.