Book Review: Unleashing the Power of PR: A Contrarian’s Guide to Marketing and Communication Mark Weiner, former chair of the Commission on PR Measurement & Evaluation and Delahaye CEO, has authored a new book entitled ‘Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication’. "One of the great myths in the field of public relations is that PR, driven as it is by relationships and creativity, is impossible to measure," said Weiner.  "To the contrary, public relations in today's business environment is as much science as it is art.  Unleashing the Power of PR shows the reader how to use market research to plan and evaluate PR programs scientifically. In part one, the changing landscape of marketing and corporate communication is discussed.  Part two looks at how to use research to strengthen public relations. And part three takes the reader through the practical steps to transform a PR program. The book contains dozens of case studies from companies such as FedEx, General Electric, Proctor & Gamble and Intel.  Its other positive aspect is its hands-on style, making it accessible and actionable for readers. The book tackles one of the biggest myths in public relations -  that PR is impossible to measure.  The author said: “As marketers continue to gain control over marketing intelligence as a way to better understand market conditions, information is emerging on the relative abilities of the whole range of agents in the marketing mix—including PR—to drive sales. This book demonstrates and documents how public relations can be used as a low-cost, high-value alternative for achieving meaningful business outcomes.” The book is available for www.borders.com.au

PR Influences: Unleashing the Power of PR: A Contrarian’s Guide to Marketing and Communication public relations market consumer