May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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145
The Positioning
Power of PR
C
ompanies in America presently drop more than a billion
dollars on their public relations efforts.
That’s not chopped liver. But most of these programs aren’t
positioning programs. They’re “name in the press” programs
that are measured in about the same way as you would
chopped liver: by the pound.
The Column-Inch Trap
Public relations is hard to measure. The most widely accepted
method is the avoirdupois (literally, “goods by weight”)
approach. Clippings are collected and submitted to manage-
ments. Audiotapes and videotapes are edited together into long
reels. Content is largely irrelevant. Weight is all that counts.
Fortunately ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.