The Definitive Guide to PR and Communicationsaupdated 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 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 Communicationsa research, history, law and ethics Stakeholder Leadership in Public Relationsacrisis management, employees, investors, consumers, press, corporate philanthropy and digital communities Current and Continuing Issues in Public Relationsabusiness sustainability, environmental communications, and reputation and brand management Industries and Organizations: Business-to-Consumer and Business-to-Businessaautomotive, 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 industryadeveloping 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. Praise for The Handbook of Strategic Public Relations and Integrated Marketing Communications aThe second edition of the Handbook of Strategic Public Relations and Integrated Marketing Communications is very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy.a aPhilip Kotler, Kellogg School of Management, Northwestern University, author of Marketing 3.0M aThe massively updated Handbook of Strategic Public Relations and Integrated Marketing Communications is the go to source for an overview of the fast changing field of PR and the central role it plays in marketing. An easy to read mAclange of case studies from a wide variety of industries, commentaries on trends in the field, and insights on the links between theory and practice, it guides the reader through an increasingly complexaand ubiquitousadiscipline.a aJerry Swerling, Professor and Director of Public Relations Studies, and Director of Strategic Communication, PR Center, Annenberg School for Communication and Journalism, University of Southern California aThe Handbook is a fresh look at strategic public relations with great insights from top public relations professionals. Invaluable advice and a must read for all PR practitioners.a aJane Ostrander, Vice President, Global Communications, Tenneco aFew writers, and even fewer thinkers, in the world of public relations have the breadth and depth of experience shown by Clarke Caywood. The Second Edition of his Handbook of Strategic Public Relations demonstrates that range of experience in exquisite detail. Assembled here youall find the finest minds and biggest names in the profession. No PR practitioner or student of the art can afford to be without this superb collection.a aJames S. O'Rourke, IV, Ph.D., Teaching Professor of Management, Mendoza College of Business, University of Notre Dame aA must-read that gives an ever greater importance to the human person as a stakeholder, and the object for which an organization is driven to do good, as a cornerstone for profitability.a a Jerry G. Kliatchko, Ph.D., Dean, School of Communication, University of Asia and the Pacific (UAaP), Manila, Philippines aHow can companies survive in the era of global competition? This book offers valuable clues from the perspective of managing a successful relationship with its stakeholders.a aKimihiko Kondo, Dean and Professor of Marketing, Graduate School of Business, Otaru University of Commerce, Otaru, Hokkaido, Japan aCaywoodas stakeholder approach distinguishes PR from other management fields. His book fully covers the stakeholder challenge across industries.a aDebbie Treise, Ph.D., Professor/Associate Dean Graduate Studies, College of Journalism and Communications, University of Florida qThis second edition will certainly provide readers with an advanced understanding of public relations in a rapidly changing IMC environment.q aDean M Krugman, Professor Emeritus, Department of Advertising and Public Relations, University of Georgia qClarke Caywood's PR Handbook provides invaluable counsel on every major issue facing today's public relations practitioner. Non-PR executives also will gain important communication insights from 70 of the greatest minds in public relations.a aRon Culp, Public Relations Consultant and Director, MA Program in Public Relations and Advertising, DePaul University aIn this 21st Century age of Integrated Marketing Communications, Dr. Clarke Caywood has compiled the blueprint on how to approach Public Relations in these contemporary times.a aJ.P. James, Senior Partner, Engagement Marketing, MEC a Assistant Adjunct Professor, CUNY Hunter College and New York University aOur functionas number-one objective is develop and successfully execute communications strategies that help our companies and organizations win in the marketplace, and Clarke Caywoodas Handbook of Strategic Public Relations and Integrated Marketing Communications provides students of our profession the best in real-world thinking and successful execution.a aJim Spangler, Vice President, Chief Communications Officer, Navistar, Inc.This book offers valuable clues from the perspective of managing a successful relationship with its stakeholders.a aKimihiko Kondo, Dean and Professor of Marketing, Graduate School of Business, Otaru University of Commerce, Otaru, ...
|Title||:||The Handbook of Strategic Public Relations and Integrated Marketing Communications 2/E|
|Publisher||:||McGraw Hill Professional - 2011-12-28|