'Public relations affects all aspects of the organisation. There can be few areas where it has greater impact than in marketing. Public relations not only creates better awareness of the marketing offer, used effectively it can help to build those relationships of mutual goodwill and support that represent the best long term marketing investment. Roger Haywood knows how business works and his book is a valuable addition to the understanding of these important processes.' - Sir Colin Marshall, chairman British Airways 'Clearly, marketing is central to the commercial success of any business organisation. Yet, some public relations issues can enhance or ruin the reputation and have enormous impact on marketing effectiveness and profit performance...Roger Haywood outlines some of the management approaches that will help a good marketing professional get a grip in these areas and enable him or her to use public relations to make the maximum contribution to marketing effectiveness. It should be essential reading.' - Stephen Robertson, marketing director, B & Q plc and chairman of The Marketing Society Public relations can make or break a company.
A well-planned campaign can multiply marketing effectiveness, whilst badly managed public relations can destroy products...or even close companies! An experienced professional in the field of business communications, Roger Haywood shows how to improve marketing effectiveness through good public relations. Eminently practical, it provides numerous checklists and countless business examples - a 'must-read' book for any professional or student of marketing or public relations.
ROGER HAYWOOD is the creator of the concept of issues analysis and the world's leading strategist in this area, having carried out many fundamental issues audits for organisations as diverse as Amnesty International, chemical and pharmaceutical leader Aventis, Compaq Computers, the European Union, Rolls Royce and Sainsbury's. He has recently started a new careers guidance service at www.rogerhaywood.com. Previously he was chief executive of Issues Managers, a leading independent marketing and public relations consultancy and the original UK partner in the world's largest network of independent business communications consultancies, the Worldcom Group - which Haywood helped form and was the first non-American to chair. He is past president of the Chartered Institute of Public Relations and past chairman of the Chartered Institute of Marketing - the only person to have held both industry positions.