The handbook of strategic public relations & integrated communications:
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
New York [u.a.]
McGraw-Hill
1997
|
| Subjects: | |
| Online Access: | Publisher description Inhaltsverzeichnis |
| Physical Description: | XXVI, 574 S. Ill., graph. Darst. |
| ISBN: | 0786311312 |
Staff View
MARC
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| 245 | 1 | 0 | |a The handbook of strategic public relations & integrated communications |c Clarke L. Caywood |
| 264 | 1 | |a New York [u.a.] |b McGraw-Hill |c 1997 | |
| 300 | |a XXVI, 574 S. |b Ill., graph. Darst. | ||
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Record in the Search Index
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|---|---|
| adam_text | CONTENTS
FOREWORD iii
ACKNOWLEDGMENTS vi
LIST OF CONTRIBUTORS vii
INTRODUCTION xi
PART ONE INTRODUCTION
Chapter 1 Career Paths in Public Relations 3
Jean Cardwell
Chapter 2 The Unseen Power: A Brief History of Public Relations 15
Scott M. Cutlip, Fellow, PRSA
Chapter 3 The Role of Research in Public Relations Strategy and Planning 34
Anders Gronstedt
PART TWO
ORGANIZATIONAL CHART OF PUBLIC RELATIONS
Chapter 4 Global and Local Media Relations 63
Matthew P. Gonring
Chapter 5 Broadcast Media Relations 77
John A. Bace, APR
Chapter 6 Integrated Marketing Public Relations 90
Thomas L. Harris, APR
Chapter 7 Investor Relations for Shareholder Value 106
Nancy A. Hobor, Ph.D.
Chapter 8 Labor Relations: Union Management Relations and Negotiations 119
Mary C. Moster and Terence Franklin
Chapter 9 Connecting with Consumers 139
Lisa Fortini Campbell, Ph.D.
Chapter 10 The Strategic Uses of Corporate Philanthropy 149
John A. Koten
Chapter 11 Issues Management: Managing Trends through the Issues Life Cycle 173
Raymond P. Ewing, APR
Chapter 12 A Strategic Approach to Crisis Management 189
Kurt P. Stocker
PART THREE CURRENT ISSUES AND TOPICS IN PUBLIC RELATIONS
AND COMMUNICATIONS
Chapter 13 Environmental Issues in Public Relations: A Matter of Credibility 207
Susan Croce Kelly, APR
Chapter 14 Media Transformation and the Practice of Public Relations 222
Kevin A. Clark
Chapter 15 Managing a Diverse Workforce in a Changing Corporate Environment 231
Marilyn Laurie
Chapter 16 Maintaining Effective Client Agency Partnerships 244
David R. Drobis, APR and John W. Tysse
ix
x Contents
Chapter 17 Ethical Implications of Corporate Communications 255
Cornelius B. Pratt, Ph.D., APR and Kihyun Shin
Chapter 18 Making the CEO the Chief Communications Officer:
Counseling Senior Management 274
John D. Graham
Chapter 19 Excellence in Public Relations 286
LarissaA. Grunig, Ph.D.
Chapter 20 The Role of Public Relations in Mergers and Acquisitions 301
Stan Sauerhaft, Fellow, PRSA
PART FOUR ADVANCED PUBLIC RELATIONS PRACTICE IN KEY INDUSTRIES
Chapter 21 Public Relations in the Food and Beverage Industry 311
Richard L. Nelson
Chapter 22 Image Management through Public Relations in the Insurance Industry 326
Robert E. Gorman and James M. Dudas
Chapter 23 Public Relations and the Pharmaceutical Industry 338
Elliot S. Schreiber, Ph.D.
Chapter 24 The Personal Care Products Industry and Public Relations 347
Leah Landolfi
Chapter 25 Marketing and Communications in the Management Consulting Industry 361
James E. Murphy
Chapter 26 The Role of Public Relations in the Hospitality Industry 381
John Wallis
Chapter 27 Public Relations for High Technology Industries 397
Michael Shore
Chapter 28 A Practical Guide to Sports Marketing and Public Relations 405
Steven H. Lesnik, APR and Howard Schacter
Chapter 29 Public Relations and Communications in the Publishing Industry 417
Jackie Sounders Goettsch, APR
Chapter 30 Harmonizing the Healthcare Message 435
Richard T. Cole, Ph.D.
Chapter 31 Public Relations in Government 453
Brent Baker
Chapter 32 Public Relations and Communications for Nonprofit Organizations 481
Ray Boyer
Chapter 33 Public Relations and Communications for Associations 499
Richard L. Hanneman
PART FIVE
SPECIAL TACTICS FOR PUBLIC RELATIONS AND
CORPORATE COMMUNICATIONS
Chapter 34 Changing Your Own Behavior to Enhance Behavioral Results 511
Kerry D. Tucker and Larry Nuffer
Chapter 35 The Value of Effective Speechwriting 527
Lee W. Huebner, Ph.D.
Chapter 36 Clear Writing for Public Relations Practitioners 540
George Harmon
Chapter 37 The Big Idea: Creativity in Public Relations 554
Sandra E. Moriarty, Ph.D.
Conclusion The Future of Integrated Communications and Public Relations 564
Clarke L. Caywood Ph.D.
INDEX 567
|
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| isbn | 0786311312 |
| language | English |
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| spelling | The handbook of strategic public relations & integrated communications Clarke L. Caywood New York [u.a.] McGraw-Hill 1997 XXVI, 574 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Communication en gestion Communication en gestion - Cas Études de Communication en marketing Communication en marketing - Cas, Études de Management gtt Marketing gtt Public relations gtt Relations publiques Relations publiques - Cas, Études de Public relations Communication in management Communication in marketing Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Kommunikation (DE-588)4031883-7 s DE-604 Öffentlichkeitsarbeit (DE-588)4043188-5 s Caywood, Clarke L. Sonstige oth http://www.loc.gov/catdir/description/mh022/96036234.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007849771&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The handbook of strategic public relations & integrated communications Communication en gestion Communication en gestion - Cas Études de Communication en marketing Communication en marketing - Cas, Études de Management gtt Marketing gtt Public relations gtt Relations publiques Relations publiques - Cas, Études de Public relations Communication in management Communication in marketing Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Kommunikation (DE-588)4031883-7 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4031883-7 (DE-588)4061963-1 |
| title | The handbook of strategic public relations & integrated communications |
| title_auth | The handbook of strategic public relations & integrated communications |
| title_exact_search | The handbook of strategic public relations & integrated communications |
| title_full | The handbook of strategic public relations & integrated communications Clarke L. Caywood |
| title_fullStr | The handbook of strategic public relations & integrated communications Clarke L. Caywood |
| title_full_unstemmed | The handbook of strategic public relations & integrated communications Clarke L. Caywood |
| title_short | The handbook of strategic public relations & integrated communications |
| title_sort | the handbook of strategic public relations integrated communications |
| topic | Communication en gestion Communication en gestion - Cas Études de Communication en marketing Communication en marketing - Cas, Études de Management gtt Marketing gtt Public relations gtt Relations publiques Relations publiques - Cas, Études de Public relations Communication in management Communication in marketing Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Kommunikation (DE-588)4031883-7 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Communication en gestion Communication en gestion - Cas Études de Communication en marketing Communication en marketing - Cas, Études de Management Marketing Public relations Relations publiques Relations publiques - Cas, Études de Communication in management Communication in marketing Öffentlichkeitsarbeit Kommunikation Unternehmen |
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