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

Examines how and why public relations plays a critical role in integrated marketing and explains the ways PR can add value to an integrated marketing communications program. This book features a guide to writing an IMC plan including writing a situation analysis, setting objectives, developing a strategy, devising tactics, and measuring results.

• Author
• Thomas L. Harris

• Format
• paperback

• Pages
• 314

• Publisher
• McGraw-Hill

• Language
• english

• ISBN
• 9780844234120

• Release date
• 1999