The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition

  • 27h 24m
  • Clarke L. Caywood (ed)
  • McGraw-Hill
  • 2012

The most authoritative, comprehensive resource of its kind, The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, is a gathering of 70 of the brightest, most influential figures in the field. It includes 27 new chapters as well as 44 new authors addressing the major changes in the field since the last edition: the use of social media in business, demanding and growing stakeholder relationships and a new era of openness and transparency to protect reputations and brands and to prevent crises.

Providing best practices for 28 key industries, the handbook is conveniently organized into thematic sections:

  • Introduction to Public Relations and Integrated Communications— research, history, law and ethics
  • Stakeholder Leadership in Public Relations—crisis management, employees, investors, consumers, press, corporate philanthropy and digital communities
  • Current and Continuing Issues in Public Relations—business sustainability, environmental communications, and reputation and brand management
  • Industries and Organizations: Business-to-Consumer and Business-to-Business—automotive, aviation, insurance, hospitality, healthcare, consulting, financial, food, law and energy

Each section highlights specific case studies and examples to illuminate exactly how to plan and execute different methods for optimum results. The book concludes with a section on the future of the industry—developing issues, trends and roles of public relations and integrated communications.

Use The Handbook of Strategic Public Relations and Integrated Marketing Communications to position your company, your brand and yourself for success for many years to come.

About the Editor

Clarke L. Caywood, Ph.D., is a full professor and tenured member of the Integrated Marketing Communications Department in the Medill School of Journalism, Media, and Integrated Marketing Communications at Northwestern University. He was named by PRWeek as one of the 100 most influential PR people of the twentieth century and one of the top 10 outstanding educators in 2000; he was named Educator of the Year by the Public Relations Society of America; and he was named the Educator of the Year by the Sales and Marketing Executives of the Chicago area.

In this Book

  • Twenty-First Century Public Relations: The Strategic Stages of Integrated Marketing Communications
  • Communications Research: Foundational Methods
  • Communications Research: Dynamic Digital Methods
  • Public Relations Law
  • A Brief History of Public Relations: The Unseen Power
  • Ethics: Grounding the Promotional Strategies of China’s Tobacco Industry in Ethics
  • The Stakeholder Concept: Empowering Public Relations
  • The Key Stakeholders: Your Employees
  • Consumer Insight in a Digital Age
  • Marketing Public Relations: Cementing the Brand
  • Investor Relations for Shareholder Value: Communicating with the Market
  • Mergers and Acquisitions: Communications Between the Lines
  • Charities and Corporate Philanthropy: Giving Back
  • Government Public Information: Portal to the Public
  • Broadcast Media as Broadcast Public Relations
  • Digital Communities: Social Media in Action
  • Global Media Relations: Traditional through 2.0
  • Nongovernmental Organizations: Solving Society’s Problems
  • Associations: A Strong Voice
  • Agencies: Managing a Global Communications Firm
  • Issues Management Methods for Reputational Management
  • State and Local Government Relations: Guiding Principles
  • Corporate Governance: Operating as an Open Book
  • Career Paths in Public Relations
  • The Chief Executive Officer: The Key Spokesperson
  • Crisis Communications: Brand New Channels, Same Old Static
  • Sustainability for Business: A New Global Challenge
  • Environmental Communication: A Matter of Relationships, Trust and Planning
  • Relationship Transformation: Shifting Media Boundaries
  • Reputation Management: Building and Maintaining Reputation through Communications
  • The Automotive Industry: A Race to the Future
  • The Aviation Industry and Civil Aviation: Flying High for Business
  • The Insurance Industry: Reputation Management in Good Hands
  • The Hospitality Industry: Communicating with Our Guests
  • Sports Marketing: Champion Communicators
  • Effective Technology Communications: Innovation that Matters
  • The Entertainment Business: Lights, Cameras, Promotions
  • Health Care: Harmonizing the Healthcare Message
  • The Global Restaurant Industry: Communications Strategies
  • The Retail Industry: Not Your Father’s Drugstore
  • The Pharmaceutical Industry: From Promotion to Constituency Relations
  • Consulting, Technology Services and Outsourcing: An Integrated Approach to Marketing and Communications
  • The Financial and Banking Industry: Investing in Our Stakeholders
  • The Food and Beverage Industry: Catering to People’s Palates
  • The Oil and Natural Gas Industry: Communicating in a Challenging Environment
  • Internal and External Communications in a Law Firm
  • Changing your Own Behavior to Enhance Behavioral Results
  • Creativity: Powering Integrated Marketing Communications Ideas
  • Writing for the Ear: The Challenge of Effective Speechwriting
  • Writing for your Audience Matters More than Ever
  • Storytelling: All Stories are True
  • Branded Content Strategy: Meaningful Stakeholder Interaction
  • Immersive 3-D Virtual Worlds: Avatars at Work
  • Global Public Relations Networks: The Efficacy and Role of Membership Organizations in Public Relations
  • The Future of Public Relations and Integrated Marketing Communications
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