The Marketer's Guide To Public Relations In The 21st Century - Hardcover

Inhaltsangabe

Some 60 million people signed up for the Federal Do-Not-Call registry within the first few months almost as many as the just under 70 million reached by telemarketing each year. The message is clear: Consumers are demanding a change from intrusive marketing efforts. This powerful new book delivers the tools to give consumers what they want while bolstering sales. Emphasizing that Marketing Public Relations runs counter to traditional "events-driven" public relations, this innovative book challenges readers to use PR as a strategic tool to achieve measurable and actionable marketing objectives. It equips readers with the skills to effectively use MPR to read markets, determine need, and build a marketing program both communication and marketing strategy from the outside in. It offers insight for determining the way customers want to learn about products and developing a strategy to create awareness, communicate benefits, and instill motivation to buy.

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