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, Conn., 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 AB:
Cision AB (www.cision.com) is a global industry leader in business and communication intelligence. The firm provides media research, distribution, monitoring and communication evaluation, as well as target group identification and distribution of information for PR and IR purposes. Cision AB has annual revenue of SEK 1.9 billion, and has around 2,700 employees in Canada, China, Denmark, Finland, Germany, Hong Kong, the Netherlands, Norway, Portugal, Singapore, Sweden, Lithuania, United Kingdom, and the United States.

For More Information:
Stephen Debruyn
Vice President, Marketing
312-986-4974