The handbook of strategic public relations and integrated communications / edited by Clarke L. Caywood.

Format:

Book

Author/Creator:

Caywood, Clarke, author.

Contributor:

Caywood, Clarke L., 1947- editor.

Language:

English

Subjects (All):

Public relations.

Communication in management.

Communication in marketing.

Physical Description:

1 online resource (xviii, 904 p. ) ill.

Edition:

Second edition.

Other Title:

Strategic public relations and integrated marketing communications

Handbook of strategic public relations and integrated communications.

Place of Publication:

New York : McGraw-Hill, 2012.

System Details:

text file

Summary:

The second edition of this resource includes 70 leading authors in the field of public relations and communications, 27 new chapters and 44 new authors addressing the major changes in the field. Each chapter has a QR code that links to the contributors' biography, chapter introduction, more images, mobil and full websites for the book.

Contents:

Cover

Contents

Acknowledgments

Foreword

Part 1 Introduction To Public Relations And Integrated Marketing Communications

Chapter 1 Twenty-First Century Public Relations: The Strategic Stages of Integrated Marketing Communications

Chapter 2 Communications Research: Foundational Methods

Chapter 3 Communications Research: Dynamic Digital Methods

Chapter 4 Public Relations Law

Chapter 5 A Brief History of Public Relations: The Unseen Power

Chapter 6 Ethics: Grounding the Promotional Strategies of China's Tobacco Industry in Ethics

Part 2 Stakeholder Leadership in Public Relations

Chapter 7 The Stakeholder Concept: Empowering Public Relations

Chapter 8 The Key Stakeholders: Your Employees

Chapter 9 Consumer Insight in a Digital Age

Chapter 10 Marketing Public Relations: Cementing the Brand

Chapter 11 Investor Relations for Shareholder Value: Communicating with the Market

Chapter 12 Mergers and Acquisitions: Communications Between the Lines

Chapter 13 Charities and Corporate Philanthropy: Giving Back

Chapter 14 Government Public Information: Portal to the Public

Chapter 15 Broadcast Media as Broadcast Public Relations

Chapter 16 Digital Communities: Social Media in Action

Chapter 17 Global Media Relations: Traditional through 2.0

Chapter 18 Nongovernmental Organizations: Solving Society's Problems

Chapter 19 Associations: A Strong Voice

Chapter 20 Agencies: Managing a Global Communications Firm

Chapter 21 Issues Management Methods for Reputational Management

Chapter 22 State and Local Government Relations: Guiding Principles

Chapter 23 Corporate Governance: Operating as an Open Book

Chapter 24 Career Paths in Public Relations

Chapter 25 The Chief Executive Officer: The Key Spokesperson

Chapter 26 Crisis Communications: Brand New Channels, Same Old Static.

Part 3 Current and Continuing Issues In Public Relations

Chapter 27 Sustainability for Business: A New Global Challenge

Chapter 28 Environmental Communication: A Matter of Relationships, Trust and Planning

Chapter 29 Relationship Transformation: Shifting Media Boundaries

Chapter 30 Reputation Management: Building and Maintaining Reputation through Communications

Part 4 Industries and Organizations

Chapter 31 The Automotive Industry: A Race to the Future

Chapter 32 The Aviation Industry and Civil Aviation: Flying High for Business

Chapter 33 The Insurance Industry: Reputation Management in Good Hands

Chapter 34 The Hospitality Industry: Communicating with Our Guests

Chapter 35 Sports Marketing: Champion Communicators

Chapter 36 Effective Technology Communications: Innovation that Matters

Chapter 37 The Entertainment Business: Lights, Cameras, Promotion

Chapter 38 Health Care: Harmonizing the Healthcare Message

Chapter 39 The Global Restaurant Industry: Communications Strategies

Chapter 40 The Retail Industry: Not Your Father's Drugstore

Chapter 41 The Pharmaceutical Industry: From Promotion to Constituency Relations

Chapter 42 Consulting, Technology Services and Outsourcing: An Integrated Approach to Marketing and Communications

Chapter 43 The Financial and Banking Industry: Investing in Our Stakeholders

Chapter 44 The Food and Beverage Industry: Catering to People's Palates

Chapter 45 The Oil and Natural Gas Industry: Communicating in a Challenging Environment

Chapter 46 Internal and External Communications in a Law Firm

Part 5 Practical Skills And Knowledge

Chapter 47 Changing Your Own Behavior to Enhance Behavioral Results

Chapter 48 Creativity: Powering Integrated Marketing Communications Ideas

Chapter 49 Writing for the Ear: The Challenge of Effective Speechwriting.

Chapter 50 Writing for Your Audience Matters More Than Ever

Chapter 51 Storytelling: All Stories are True

Chapter 52 Branded Content Strategy: Meaningful Stakeholder Interaction

Chapter 53 Immersive 3-D Virtual Worlds: Avatars at Work

Chapter 54 Global Public Relations Networks: The Efficacy and Role of Membership Organizations in Public Relations

Part 6 Conclusion

Chapter 55 The Future of Public Relations and Integrated Marketing Communications

Contributors

Index.

Notes:

Rev. ed. of: The handbook of strategic public relations & integrated communications. c1997.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9786613425645

9781283425643

1283425645

9780071770989

0071770984

OCLC:

819322187