Strategic Public Relations: 10 Principles to Harness the Power of PR
Jennifer Gehrt and Colleen Moffitt with Andrea Carlos
The communications world is undergoing a seismic shift. The Web is colliding with the old way of doing things, shaking and rolling the marketing landscape as we know it. As the collision subsides and the market forces settle, PR is rising up to a new level of importance…
The new world order has created a new set of challenges, and PR is emerging as the marketing discipline best positioned to respond. In a recent study conducted by the USC Annenberg Strategic Public Relations Center, CEOs rated PR as one of the top contributors to organizational success. PR was right at the top of a list that included other major corporate functions, including human resources, legal, sales, strategic planning, information systems, and security. Just a few years ago, CEOs ranked PR near the bottom of these same corporate functions. PR has indeed come a long way in a short amount of time.
If used strategically, PR can dramatically improve almost every facet of a business. It can expand customer base, increase revenue, boost reputation, attract first-rate talent, and enhance the perceived value of a company, to name just a few. The power of PR is astounding. Yet few companies are able to leverage its fullest potential. In the new marketing landscape, companies that fail to treat PR strategically are putting themselves at risk.
To use PR to its fullest potential, Strategic Public Relations: 10 Principles to Harness the Power of PR offers lessons that are based on a tried-and-true approach to PR the authors have developed and perfected over the course of their careers. Whether you’re a top-level business executive, a middle manager or PR practitioner, or new to the business world altogether, Strategic Public Relations will quickly turn you into a seasoned PR vet.
Strategic Public Relations: 10 Principles to Harness the Power of PR is about helping you use PR to achieve maximum impact. It’s about showing you how you can take your Public Relations program from the tactical to the strategic to propel your business toward fullest success. Be a witness and learn exceptional lessons on PR as the brilliant authors Jennifer Gehrt and Colleen Moffitt share lessons from their over two decades working on the inside of worldwide PR agencies such as Waggener Edstrom and within the walls of influential corporations such as Microsoft, RealNetworks, AT&T Wireless, and Tegic Communications/AOL in this must-have book.