Warc index
 

This article is an introductory overview for a four-article focus on public relations found in the February 2003 issue of Admap.

In this article Susanna Simpson outlines the reason why PR is often misrepresented. A major problem is related to the fact that PR has only one trade magazine to communicate compared with other market ...

In this article on public relations Nick Gilbert compares and contrasts the modern on-line news monitoring scheme with the traditional cuttings services. While the old style cuttings services produced ...

This article by Clare Spencer advocates a holistic approach to marketing communications based on synergy rather than difference. She comments on compartmentalisation of media and believes there is nee ...

James Thellusson reviews four major ways in which PR can be measured which he describes as - output, out-take, outcome and outflow. He describes each and discusses measurement devices including the tr ...

Creating a standard press kit that can easily be customized for different audiences will help you your company make the best impression no matter what the situation. This paper provides a guide on how ...

This article focuses on best practice in public relations. PR has to be based on clear understanding and definition of objectives. The PR Pocket Book suggests planning on the 'GAME' format - goals, ...

This is an attempt by Peter Walsh, Millward Brown, to find a way of assessing PR effects more reliably. The piece juxta-positions spurious 'convenience' statements and 'truth'. Convenience reaction ...

Describes a new set of databases against which advertising and PR agencies can test how well they do in new business development. The benchmark has been developed at the National Centre for Competitiv ...

This author reviews the impact of the dot.com companies on Public Relations and outlines some important rules for PR practitioners to regain their reputation with the media.

Discusses the importance of good PR when a crisis occurs, generating unfavourable media attention. The types of crisis that can affect companies of all sorts (not only major brands) are listed Importa ...

Describes a better way to evaluate PR campaigns. PR has begun (late) to appreciate that evaluation is worth while. The `i to i tracker' is a proprietary system using three `building blocks' of evaluat ...

This article argues that well-designed public relations activity is a vital precursor to advertising in the development of dot.com start-ups. The author uses Sears.com as an example.

An investigation of how public relations (PR) works by influencing opinion leaders and opinion formers. The model proposed is 'multi-step flows of communication': it is studied in the motor market, wh ...

Argues that responsibility for overall communications strategy must rest at top level in a company and that PR consultancy has a vital role to play advising CEOs (because it covers all forms of commun ...

A brand's reputation amongst consumers is affected not only by planned marketing activities but by all sorts of other sources. Some of these are under the companies control, others are not, but all of ...

A review of the similarities and difference between evaluating advertising and public relations. PR needs a better understanding of cause and effect, and the advertising industry can give pointers for ...

Describes a research study of the effectiveness of a PR campaign on behalf of the National Health Service around its 50th anniversary. Test Research used its media evaluation system to link output mea ...

Argues that PR, properly handled, can deliver more returns than media advertising. Discusses: how PR achieves powerful effects; the need for a proper brief; the need for large enough PR budgets; the n ...

New evidence presented of the benefits associated with TV sponsorship of the Olympic Games, based on a series of research studies by NBC Research since the 1998 Games. A model used to analyse the data ...

Reports on various surveys by the authors, including a major survey in 1997, into the use of marketing techniques by those who provide marketing services to businesses, in particular advertising, publ ...

The author discusses the fundamental importance of Public Relations to an integrated marketing program, and describes five steps to ensure that it is built into the process properly.

Discusses and outlines ways in which market research can be useful in public relations.

The paper outlines a research project examining press coverage of the motor industry in six European markets in order to track the incidence of a range of environmental issues and the presence of cert ...

This paper describes and illustrates the role of perceptual measurement in the development and implementation of healthcare reform by the Ministry of Health of Turkey. A multi-stage program that colle ...

The conditions for public information are currently undergoing a change in Europe. This paper describes the expected development, which in Denmark has resulted in the establishment of a government com ...

The public relations/information sector is of growing interest to market researchers, especially those who work with business-to-business research. The future holds some great challenges for us. If we ...

A recent survey of leading UK PR practitioners has identified a dynamic, swiftly evolving environment for the public relations industry. Heightened competition, wide-ranging new opportunities and thre ...

You don't need a mega-budget for effective public relations, especially in business-to-business. The author explains how to make the most of your money.

This article describes the sometimes primitive evaluation methods which have set PR activity in Britain apart from other elements in the communications mix. While there is a substantial corpus of resp ...