Although hardly the "contrarian" of his book's title, Mark Weiner correctly identifies two problems common to public relations practitioners: They fail to set objectives, and then they fail to measure what they have accomplished. Weiner explains an uncomplicated way to correct these tendencies. He tells PR managers and their clients why taking a scientific approach can improve the professionalism of PR campaigns and gain respect for them in the marketing world. He uses examples from his own experience to buttress his arguments about the benefits of PR. Occasionally, the book is repetitive, but it is eminently practical. getAbstract recommends it to corporate communicators, PR consultants and their clients.
In this summary, you will learn
- What the benefits are of measuring public relations campaign results;
- What various measurement techniques encompass; and
- Why measuring can help you achieve your PR objectives.
About the Author
Mark Weiner is president of a company that provides research-based consulting about public relations, corporate reputation and employee communications.