Pt. I. How Public Relations Adds Value to Integrated Marketing. 1. The Secret Weapon of Integrated Marketing. 2. Public Relations: The Credibility Quotient. 3. Marketing and Corporate Brand Building. 4. Positioning Your Brand. 5. Creating Marketplace Excitement. 6. Introducing New Products Before the Advertising Breaks. 7. Introducing High-Tech and Health-Care Products. 8. Introducing New Products When There Is No Advertising. 9. Revitalizing Old Products. 10. Maintaining Market Leadership. 11. Making Advertising News When There Is No Product News. 12. Making Promotion News When There Is No Product News. 13. Making Packaging News When There Is No Product News. 14. Using Databases to Communicate with Target Customers. 15. Building Person-to-Person Relationships with Customers. 16. Involving People with Products. 17. Cultivating a Core Consumer Base. 18. Providing a Value-Added Customer Service. 19. Bringing a Brand to Life. 20. Leveraging Event Sponsorships.

21. Target Marketing Public Relations. 22. Targeting Secondary Markets. 23. Influencing the Influentials. 24. Identifying Brands with Causes That People Care About. 25. Allaying Consumer Fears to Gain Market Acceptance. 26. Defending Products at Risk and Giving People Permission to Buy -- Pt. II. How to Write an Integrated Marketing Public Relations Plan. 27. Step One: Reviewing the Situation. 28. Step Two: Setting MPR Objectives. 29. Step Three: Developing MPR Strategy. 30. Step Four: Marketing Public Relations Tactics. 31. Step Five: Measuring and Evaluating MPR Programs -- App. I. MPR Planning Checklist -- App. II. MPR Plan for the Introduction of Crest Gum Care -- App. III. MPR Works! -- App. IV. MPR Tactical Alphabet.