| Description |
1 online resource (1 volume) : illustrations |
| Note |
Revised edition of: The handbook of strategic public relations & integrated communications. c1997. |
| Bibliography |
Includes bibliographical references and index. |
| Summary |
The definitive guide to PR and communications-updated with the newest social media and brand-reputation tools and techniques 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. |
| Contents |
Cover Page -- The Handbook of Strategic Public Relations and Integrated Marketing Communications -- Copyright Page -- 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 |
| Subject |
Public relations -- Handbooks, manuals, etc.
|
|
Communication in management -- Handbooks, manuals, etc.
|
|
Communication in marketing -- Handbooks, manuals, etc.
|
|
Relations publiques -- Guides, manuels, etc. |
|
Communication en gestion -- Guides, manuels, etc. |
|
Communication en marketing -- Guides, manuels, etc. |
|
Communication in management |
|
Communication in marketing |
|
Public relations |
| Genre |
Handbooks and manuals
|
| Added Author |
Caywood, Clarke L., 1947-
|
| Added Title |
Strategic public relations and integrated marketing communications |
|
Handbook of strategic public relations and integrated communications.
|
| Other Form: |
Print version: Handbook of strategic public relations and integrated communications. 2nd ed. New York : McGraw-Hill, 2012 9780071767460 (DLC) 2012418426 (OCoLC)773502676 |
| ISBN |
9780071770989 |
|
0071770984 |
|
(hbk.) |
|
More Resources