Value-added public relations: the secret weapon of integrated marketing

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Marketing and Advertising Strategies Public Relations and Crisis Communication Corporate Identity and Reputation

Abstract

The author presents the unique ways PR builds brand strength and awareness. He includes a broad range of cases for which PR was the secret weapon that made the difference - from the Wonderbra to Wonderbread and milk to Microsoft.'

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2006The Effects of Identical Versus Varied Advertising and Publicity Messages on Consumer Response 2001Dressing for Battle in the New Global Economy 2006STRATEGIC INTEGRATED COMMUNICATION IMPLEMENTATION: TOWARDS A SOUTH AFRICAN CONCEPTUAL MODEL 2007The credibility of advertising vs publicity for new FMCGs in Turkey 2006“Order three advertisements and get one news story free”: Public relations ethics practices of Turkish and international companies in Turkey 2011The role of market-oriented relations in public relations: The differing perspectives of managers and practitioners in the U.S. and Taiwan

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