ISBN 9781259027635,The Handbook Of Strategic Public Relations And Integrated Marketing Communications

The Handbook Of Strategic Public Relations And Integrated Marketing Communications



Publication Year 2012

ISBN 9781259027635

ISBN-10 1259027635


Edition 2nd
Number of Pages 924 Pages
Language (English)

Budgeting & financial management

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 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 About the Author Clarke Caywood (Winnetka, IL) is Director of the graduate program in Public relations and Corporate Branding Table of Contents 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