Unleashing The Power Of PR: A Contrarian’s Guide To Marketing And Communication

New Book Dispels Misperceptions that Undercut the Performance of PR and Provides Insight for Achieving Meaningful Business Outcomes

NORWALK, CT, June 19, 2006   Delahaye, the global research-based communication consultancy and the International Association of Business Communicators (IABC) today announced the release of Delahaye president and public relations scientist Mark Weiner’s new book, Unleashing the Power of PR: A Contrarian’s Guide to Marketing and Communication.

The book offers a model for creating and implementing public relations programs that generate desired results and improve an organization’s ROI. Published by Jossey Bass, an imprint of John Wiley & Sons, the book is written as a highly accessible hands-on guide for planning and executing public relations programs scientifically. Using dozens of case studies from both large and small organizations, the author explores the benefits of speaking to senior management in ways that improve communication and ultimately help strengthen PR performance and results specifically and in overall business outcomes generally.

“One of the great myths in the field of public relations is that PR, driven as it is by relationships and creativity, is impossible to measure,” states author Mark Weiner. “To the contrary, public relations in today’s business environment is as much science as it is art. As marketers continue to gain control over marketing intelligence as a way to better understand market conditions, information is emerging on the relative abilities of the whole range of agents in the marketing mix   including PR   to drive sales. This book demonstrates and documents how public relations can be used as a low-cost, high-value alternative for achieving meaningful business outcomes.”

“We know communication creates business value, but practitioners must be able to quantify return on investment to their CEO, senior management and clients,” said Natasha Spring, IABC vice president, publishing and research. “This book demonstrates how to measure business results instead of communication outputs, and how to increase company value through strategic communication.”

Unleashing the Power of PR can be purchased online at http://iabcstore.com/prmediarelations/unleashpower.htm, as well as traditional booksellers such as Barnes & Noble, Borders and Amazon. Retail price US $29.95 (IABC members US $24.95). Order online or call +1 415.544.4700 or 800.776.4222.

About Cision:
Cision is a leading global media intelligence company, serving the complete workflow of today s communications, social media and content marketing professionals. Offering the industry s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has over 100,000 customers worldwide and maintains offices in Canada, U.K., France, Germany, Portugal, Sweden, Finland and China. For more information, visit www.cision.com or follow @Cision on Twitter.