The Marketer's Guide to Public Relations: How Today's Top Companies Are Using the New PR to Gain a Competitive Edge

The Marketer's Guide to Public Relations How Today's Top Companies Are Using the New PR to Gain a Competitive Edge "Tom Harris has done more than anyone else to explain how public relations should be an important element in the marketing process. Every marketer should read this book." --Joe Cappo, Vice President/Publisher Advertising Age "Tom Harris might well be consumer marketing management's next folk hero. His book provides a wealth of information that will be useful to consumer marketing executives and public relations professionals alike." --Harold Burson, Chairman Burson Marsteller "Tom Harris illustrates how companies can gain competitive advantages in the vicious marketing climate of the 1990s while reducing costs. This book will be must reading at business schools like Chicago, Stanford, and Harvard." --Robert L. Dilenschneider, President The Dilenschneider Group "It's all here: what to do and what not to do, checklists and case histories, even crisis management and minority marketing. Best of all, it's projected through the experience of a true professional in marketing PR. All you need is this book and a client." --John O'Toole, President American Association of Advertising Agencies "I just could't stop reading Tom's book. It's right on the money and demonstrates clearly, comprehensively, and scientifically the critical role that public relations plays in marketing consumer products--and shows why it's going to be increasingly important in the future." --Daniel J. Edelman, Chairman and CEO Daniel J. Edelman, Inc.