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Title The handbook of strategic public relations & integrated communications / [edited by] Clarke L. Caywood
Published New York : McGraw-Hill, [1997]
©1997

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Description xxvi, 574 pages : illustrations ; 26 cm
Contents Pt. 1. Introduction. Ch. 1. Career Paths in Public Relations / Jean Cardwell. Ch. 2. The Unseen Power: A Brief History of Public Relations / Scott M. Cutlip. Ch. 3. The Role of Research in Public Relations Strategy and Planning / Anders Gronstedt -- Pt. 2. Organizational Chart of Public Relations. Ch. 4. Global and Local Media Relations / Matthew P. Gonring. Ch. 5. Broadcast Media Relations / John A. Bace. Ch. 6. Integrated Marketing Public Relations / Thomas L. Harris. Ch. 7. Investor Relations for Shareholder Value / Nancy A. Hobor. Ch. 8. Labor Relations: Union-Management Relations and Negotiations / Mary C. Moster and Terence Franklin. Ch. 9. Connecting with Consumers / Lisa Fortini-Campbell. Ch. 10. The Strategic Uses of Corporate Philanthropy / John A. Koten. Ch. 11. Issues Management: Managing Trends through the Issues Life Cycle / Raymond P. Ewing. Ch. 12. A Strategic Approach to Crisis Management / Kurt P. Stocker -- Pt. 3. Current Issues and Topics in Public Relations and Communications. Ch. 13. Environmental Issues in Public Relations: A Matter of Credibility / Susan Croce Kelly. Ch. 14. Media Transformation and the Practice of Public Relations / Kevin A. Clark. Ch. 15. Managing a Diverse Workforce in a Changing Corporate Environment / Marilyn Laurie. Ch. 16. Maintaining Effective Client-Agency Partnerships / David R. Drobis and John W. Tysse. Ch. 17. Ethical Implications of Corporate Communications / Cornelius B. Pratt and Kihyun Shin. Ch. 18. Making the CEO the Chief Communications Officer: Counseling Senior Management / John D. Graham. Ch. 19. Excellence in Public Relations / Larissa A. Grunig. Ch. 20. The Role of Public Relations in Mergers and Acquisitions / Stan Sauerhaft -- Pt. 4. Advanced Public Relations Practice in Key Industries. Ch. 21. Public Relations in the Food and Beverage Industry / Richard L. Nelson. Ch. 22. Image Management through Public Relations in the Insurance Industry / Robert E. Gorman and James M. Dudas. Ch. 23. Public Relations and the Pharmaceutical Industry / Elliot S. Schreiber. Ch. 24. The Personal Care Products Industry and Public Relations / Leah Landolfi. Ch. 25. Marketing and Communications in the Management Consulting Industry / James E. Murphy. Ch. 26. The Role of Public Relations in the Hospitality Industry / John Wallis. Ch. 27. Public Relations for High-Technology Industries / Michael Shore. Ch. 28. A Practical Guide to Sports Marketing and Public Relations / Steven H. Lesnik and Howard Schacter. Ch. 29. Public Relations and Communications in the Publishing Industry / Jackie Saunders Goettsch. Ch. 30. Harmonizing the Healthcare Message / Richard T. Cole. Ch. 31. Public Relations in Government / Brent Baker. Ch. 32. Public Relations and Communications for Nonprofit Organizations / Ray Boyer. Ch. 33. Public Relations and Communications for Associations / Richard L. Hanneman -- Pt. 5. Special Tactics for Public Relations and Corporate Communications. Ch. 34. Changing Your Own Behavior to Enhance Behavioral Results / Kerry D. Tucker and Larry Nuffer. Ch. 35. The Value of Effective Speechwriting / Lee W. Huebner. Ch. 36. Clear Writing for Public Relations Practitioners / George Harmon. Ch. 37. The Big Idea: Creativity in Public Relations / Sandra E. Moriarty -- Conclusion: The Future of Integrated Communications and Public Relations / Clarke L. Caywood
Summary The Handbook of Strategic Public Relations & Integrated Communications is the definitive resource for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications. As a communication professional or manager in the field, you will get 37 information-packed chapters authored by the best minds in the business and covering cutting-edge topics, tips and techniques
Analysis Communication in management
Communication in marketing
Public relations
Bibliography Includes bibliographical references and index
Subject Communication in management.
Communication in marketing.
Public relations.
Author Caywood, Clarke L., 1947-
LC no. 96036234
ISBN 0786311312
Other Titles Handbook of strategic public relations and integrated communications