Preface.

The Author.

Part One: The Changing Landscape of Marketing and Corporate Communication.

1 New Opportunities for Marketing and Public Relations.

2 New Challenges Facing Marketing and Public Relations.

Part Two: Using Research to Strengthen Public Relations.

3 Measuring Public Relations Programming.

4 Setting Meaningful and Measurable Public Relations Objectives.

5 Using Research to Shape Public Relations Strategy and Tactics.

6 Evaluating Public Relations Programs for Continual Improvement.

Part Three: Transforming Your Public Relations Program.

7 Real Business Results: Proving—and Improving—PR ROI.

8 From Concept to Reality.

Appendixes.

1 Delahaye Executive Audit.

2 Delahaye Media Demographic Audit.

3 Delahaye Journalist Audit.

Index.

About the International Association of Business Communicators.