Foreword ix
Preface xiii
The Author xxi
Part One: The Changing Landscape of Marketing and Corporate Communication
1 New Opportunities for Marketing and Public Relations 3
2 New Challenges Facing Marketing and Public Relations 21
Part Two: Using Research to Strengthen Public Relations
3 Measuring Public Relations Programming 47
4 Setting Meaningful and Measurable Public Relations Objectives 79
5 Using Research to Shape Public Relations Strategy and Tactics 107
6 Evaluating Public Relations Programs for Continual Improvement 135
Part Three: Transforming Your Public Relations Program
7 Real Business Results: Proving-and Improving-PR ROI 167
8 From Concept to Reality 191
Appendixes
1 Delahaye Executive Audit 201
2 Delahaye Media Demographic Audit 215
3 Delahaye Journalist Audit 229
Index 237
About the International Association of Business Communicators 248