Value-Added Public Relations: The Secret Weapon of Integrated Marketing Review & Ratings

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Value-Added Public Relations: The Secret Weapon of Integrated Marketing Review

Value-Added Public Relations offers readers an overview of MPR (Marketing Public Relations-a term coined by the author) and the ways it can be used to increase the success of an integrated marketing campaign. As a professor of Integrated Marketing at the Medill School of Journalism and a leader in the public relations industry, Thomas L. Harris lends credibility to the importance of marketing public relations as a component of integrated marketing.
The beginning chapters set the stage by defining Integrated Marekting Communications (IMC), its components and the acceptance it has achieved as the modern approach to brand marketing. Also explored is the pivotal role of public relations as the credible source of information. As Harris explains, consumers today are more aware and know when they are being "sold" on something. However, when messages are delivered through a third party (i.e. the media) they are seen as more credible, and what's more, they can actually transfer that credibility to related advertising and promotion messages.
The subsequent chapters are made up of case studies-- real-life examples of the many ways that MPR completes the IMC picture and often times even leads the strategy. Examples are provided to illustrate positioning, revitalizing a brand, creating brand/product news, leveraging sponsorships and target marketing. At the end of each case study, Harris includes "Lessons Learned" - approximately 10-12 phrases intended to sum up each integrated campaign. While many of these lessons pointed out innovative tactics and key insights, some of the lessons seemed more obvious and contrived.
In the book's second section, Harris describes the five components needed to formulate a successful MPR program. They are: situation analysis, objectives, strategies, tactics and evaluation. Included in the situation analysis is "Identifying SWOTs," as Harris refers to discovering/researching the client's Strengths, Weaknesses, Opportunities and Threats. Also explained in this section is the importance of developing the executive summary to outline the client's problem/opportunity as well as the strategies and expected results of the proposed program.
This book is most useful as a resource of tactics. In addition to the plethora of case studies that illustrate the use of various tactics, there is a list that the author refers to as "MPR Tactical Alphabet." This is an alphabetized list of tactics, most of which were featured in one form or antoher in the case studies (examples: B-Roll, Green Marketing, Mat Releases, Newsletters, Parades, Press Parties, Sampling and Web sites). Another resource is in the book's second section in which Harris gives his insight into the difference between objectives, strategies and tactics.
The Cramer-Krasselt book club recommends Value-Added Public Relations for anyone in marketing or public relations.

Value-Added Public Relations: The Secret Weapon of Integrated Marketing Overview

From Wonderbra to McDonalds, from Harley-Davidson to Viagra, today's world-leading companies and brands are using public relations to add power and persuasion to all of their marketing messages. Information, rather than salesmanship, builds credibility with sophisticated and skeptical consumers, and public relations, long viewed as the most trustworthy source of information about products and services and the companies that provide them, can effectively reach targets where other marketing communication tools fall short.
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In Value-Added Public Relations, Thomas L. Harris, the industry-leading expert in marketing public relations (MPR), examines how and why public relations plays a critical role in integrated marketing and explains the many ways PR can add value to an integrated marketing communications (IMC) program. Harris analyzes the relationship between product- and corporate-brand building and, through dozens of case histories and examples, shows how some of the nation's most successful marketers have used PR techniques to enhance all of their marketing messages. Among the book's features is a comprehensive guide to writing an IMC plan including writing a situation analysis, setting objectives, developing a strategy, devising tactics, and then measuring results. Detailed descriptions of more than 50 effective PR tactics involving all media, including new technologies, are also included.


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