The handbook of strategic public relations and integrated communications

The handbook of strategic public relations and integrated communications

The second edition of this resource includes 70 leading authors in the field of public relations and communications, 27 new chapters and 44 new authors addressing the major changes in the field. Each chapter has a QR code that links to the contributors' biography, chapter introduction, more im...

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Detalles Bibliográficos
Otros Autores: Caywood, Clarke, author (author), Caywood, Clarke L., 1947- editor (editor)
Formato: Libro electrónico
Idioma:Inglés
Publicado: New York : McGraw-Hill 2012.
Edición:Second edition
Materias:
Public relations.
Communication in management.
Communication in marketing.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628980206719
Tabla de Contenidos:
  • Cover
  • 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
  • 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
  • Contributors
  • Index.

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