Jordan Goldman - Public relations in the marketing mix: introducing vulnerability relations

Now . . . An Authoritative Guide to Using Public Relations As a Marketing Tool PR is a powerful marketing tool. If used strategically: it helps induce the world to beat a path to a company or dealers doorstep; and it extends the reach of advertising Public Relations in the Marketing Mix focuses on developing marketing strategies from the PR point-of-view, using PR as a finely-tuned communication vehicle that adds to the marketing mix. Author Jordan Goldman presents practical information on: the problems of selecting PR vehicles determining what kinds of PR a company needs dealing with problem situations writing a PR plan and presenting it to management Creditability, low cost, extended reach in the same markets and exposure in additional markets are some of the reasons for using PR to get the message across . . . and Goldman treats these functions at length. About the Author Jordan Goldman, marketing communications director of Greenstone, Rabasca & Roberts, Melvile, N.Y., previously owned his own public relations business, Lucerna Associates, and was senior public relations officer for Anaconda (a Fortune 500 company). Prior to that, he headed the PR operations of several advertising agencies. Goldmans lively style maintains reader interest and provides some interesting insights into the use of marketing-oriented public relations . . . (Public Relations in the Marketing Mix) should prove both interesting and useful to marketers who are using public relations as an integral part of the marketing mix. -- Journal of Advertising