Product Description

'Public relations affects all aspects of the organisation. There can be few areas where it has greater impact than in marketing. Public relations not only creates better awareness of the marketing offer, used effectively it can help to build those relationships of mutual goodwill and support that represent the best long term marketing investment. Roger Haywood knows how business works and his book is a valuable addition to the understanding of these important processes.' - Sir Colin Marshall, chairman British Airways 'Clearly, marketing is central to the commercial success of any business organisation. Yet, some public relations issues can enhance or ruin the reputation and have enormous impact on marketing effectiveness and profit performance...Roger Haywood outlines some of the management approaches that will help a good marketing professional get a grip in these areas and enable him or her to use public relations to make the maximum contribution to marketing effectiveness. It should be essential reading.' - Stephen Robertson, marketing director, B & Q plc and chairman of The Marketing Society Public relations can make or break a company. A well-planned campaign can multiply marketing effectiveness, whilst badly managed public relations can destroy products...or even close companies! An experienced professional in the field of business communications, Roger Haywood shows how to improve marketing effectiveness through good public relations. Eminently practical, it provides numerous checklists and countless business examples - a 'must-read' book for any professional or student of marketing or public relations.

Product Details

• Amazon Sales Rank: #1679911 in Books
• Published on: 1997-11-07
• Original language: English
• Binding: Paperback
• 240 pages

Customer Reviews

How to add real value to marketing communications
Marketing can be massively multiplied in effectiveness - or devastated by the quality of the supporting communications. Ask Exxon, or Shell, or Nike or Coca-Cola ... all of whom paid a serious price for not give their public relations the top attention that it needed. This book tells the marketing practitioner or student everything they need to know to get the maximum from their communications - and it is full of real life examples of getting it right or wrong.