The handbook of strategic public relations and integrated marketing communications:
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| Other Authors: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York [u.a.]
McGraw-Hill Professional
2012
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVIII, 904 S. Ill. |
| ISBN: | 0071767460 9780071767460 |
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THEHANDBOOK OF
STRATEGIC PUBLIC
RELATIONS AND INTEGRATED MARKETING COMMUNICATIONS SECOND EDITION EDITED
BY CLARKE L. CAYWOOD, PH.D.
NEW YORK CHICAGO SAN FRANCISCO LISBON LONDON MADRID MEXICO CITY MILAN
NEW DELHI SAN JUAN SEOUL SINGAPORE SYDNEY TORONTO
IMAGE 2
CONTENTS
ACKNOWLEDGMENTS XVII CLARKE L. CAYWOOD, PH.D., PROFESSOR, NORTHWESTERN
UNIVERSITY
FOREWORD XIX AL GOLIN, CHAIRMAN AND FOUNDER, GOLINHARRIS
PART 1 INTRODUCTION TO PUBLIC RELATIONS AND INTEGRATED MARKETING
COMMUNICATIONS 1
CHAPTER 1
TWENTY-FIRST CENTURY PUBLIC RELATIONS: THE STRATEGIC STAGES OF
INTEGRATED MARKETING COMMUNICATIONS 3 CLARKE L. CAYWOOD, PH.D.,
PROFESSOR, NORTHWESTERN UNIVERSITY
CHAPTER 2
COMMUNICATIONS RESEARCH: FOUNDATIONAL METHODS 13 ANDERS GRONSTEDT,
PH.D., CHIEF EXECUTIVE OFFICER, THE GRONSTEDT GROUP CLARKE L. CAYWOOD,
PH.D., PROFESSOR, NORTHWESTERN UNIVERSITY
CHAPTER 3
COMMUNICATIONS RESEARCH: DYNAMIC DIGITAL METHODS 37 CLARKE L. CAYWOOD,
PH.D., PROFESSOR, NORTHWESTERN UNIVERSITY
CHAPTER 4
PUBLIC RELATIONS LAW 57 KARLA K. GOWER, PH.D., PROFESSOR, DEPARTMENT OF
ADVERTISING AND PUBLIC RELATIONS, UNIVERSITY OF ALABAMA
VLL
IMAGE 3
VLIL CONTENTS
CHAPTER 5
A BRIEF HISTORY OF PUBLIC RELATIONS: THE UNSEEN POWER 71 SCOTT M.CUTLIP,
FELLOW, PRSA, PROFESSOR AND DEAN EMERITUS, UNIVERSITY OF GEORGIA
(DECEASED) BRENT BAKER, REAR ADMIRAL, USN (RET.) AND DEAN EMERITUS,
COLLEGE OF COMMUNICATION,
BOSTON UNIVERSITY
CHAPTER 10
CHAPTER 6
ETHICS: GROUNDING THE PROMOTIONAL STRATEGIES OF CHINA S TOBACCO INDUSTRY
IN ETHICS 97 CORNELIUS PRATT, PH.D., APR, PROFESSOR, DEPARTMENT OF
STRATEGIC COMMUNICATION, TEMPLE UNIVERSITY
PART 2 STAKEHOLDER LEADERSHIP IN PUBLIC RELATIONS 119
CHAPTER 7
THE STAKEHOLDER CONCEPT: EMPOWERING PUBLIC RELATIONS 121 CLARKE L.
CAYWOOD, PH.D., PROFESSOR, NORTHWESTERN UNIVERSITY
CHAPTER 8
THE KEY STAKEHOLDERS: YOUR EMPLOYEES 131 KEITH BURTON, PRESIDENT,
INSIDEDGE
CHAPTER 9
CONSUMER INSIGHT IN A DIGITAL AGE 145 GERALDINE HENDERSON, PH.D.,
ASSOCIATE PROFESSOR, SCHOOL OF BUSINESS, RUTGERS UNIVERSITY
MARKETING PUBLIC RELATIONS: CEMENTING THE BRAND 161 PATRICIA T. WHALEN,
PH.D., APR, PRESIDENT, WHALEN COMMUNICATIONS GROUP
CHAPTER 11
INVESTOR RELATIONS FOR SHAREHOLDER VALUE: COMMUNICATING WITH THE MARKET
173 NANCY HOBOR, PH.D., SENIOR LECTURER, NORTHWESTERN UNIVERSITY AND
RETIRED SENIOR VICE PRESIDENT, COMMUNICATIONS AND INVESTOR RELATIONS,
GRAINGER
IMAGE 4
CONTENTS
IX
CHAPTER 12
MERGERS AND ACQUISITIONS: COMMUNICATIONS BETWEEN THE LINES 187 JOELE
FRANK, FOUNDER AND MANAGING PARTNER, JOELE FRANK, WILKINSON BRIMMER
KATCHER
CHAPTER 13
CHARITIES AND CORPORATE PHILANTHROPY: GIVING BACK 199 JOHN A. KATEN,
FOUNDING DIRECTOR OF ARTHUR W: PAGE SOCIETY, AND FORMER VICE PRESIDENT,
CORPORATE COMMUNICATIONS, AMERITECH
CHAPTER 14
GOVERNMENT PUBLIC INFORMATION: PORTAL TO THE PUBLIC 215 BRENT BAKER,
REAR ADMIRAL, USN (RET.), AND DEAN EMERITUS, COLLEGE OF COMMUNICATION,
BOSTON UNIVERSITY
CHAPTER 15
BROADCAST MEDIA AS BROADCAST PUBLIC RELATIONS 243 TIM LARSON, PH.D.,
ASSOCIATE PROFESSOR, DEPARTMENT OF COMMUNICATION, UNIVERSITY OF UTAH
CRAIG WIRTH, ADJUNCT ASSISTANT PROFESSOR, DEPARTMENT OF COMMUNICATION,
UNIVERSITY OF UTAH
CHAPTER 16
DIGITAL COMMUNITIES: SOCIAL MEDIA IN ACTION 257 RICHARD EDELMAN,
PRESIDENT AND CEO, EDELMAN ROBERT HOLDHEIM, MANAGING DIRECTOR FOR INDIA,
EDELMAN
MARK HASS, PRESIDENT OF EDELMAN CHINA PHIL GOMES, SENIOR VICE PRESIDENT,
DIGITAL INTEGRATION, EDELMAN DIGITAL STEVE RUBEL, EXECUTIVE VICE
PRESIDENT, GLOBAL STRATEGY AND INSIGHTS, EDELMAN DEREK CREEVEY,
CONTRIBUTOR, EXECUTIVE VICE PRESIDENT, CORPORATE COMMUNICATIONS, EDELMAN
CHAPTER 17
GLOBAL MEDIA RELATIONS: TRADITIONAL THROUGH 2.0 275 MATTHEW P. GONRING,
VICE PRESIDENT, CORPORATE COMMUNICATIONS, JACKSON NATIONAL LIFE
INSURANCE COMPANY
CHAPTER 18
NONGOVERNMENTAL ORGANIZATIONS: SOLVING SOCIETY S PROBLEMS 289 RAY BOYER,
COMMUNICATION CONSULTANT AND OWNER, BOYER MEDIA GOVERNOR SCOTT MCCALLUM,
CEO, AIDMATRIX FOUNDATION
IMAGE 5
X
CONTENTS
CHAPTER 23
CHAPTER 19
ASSOCIATIONS: A STRONG VOICE 311 RICHARD L. HANNEMAN, PRESIDENT, SALT
INSTITUTE 1986-2010
CHAPTER 20
AGENCIES: MANAGING A GLOBAL COMMUNICATIONS FIRM 323 RAY KOTCHER, SENIOR
PARTNER AND CHIEF EXECUTIVE OFFICER, KETCHUM
CHAPTER 21
ISSUES MANAGEMENT METHODS FOR REPUTATIONAL MANAGEMENT 335 JAMES E.
ARNOLD, APR, CHIEF EXECUTIVE OFFICER, ARNOLD CONSULTING GROUP RAYMOND P.
EWING, ASSOCIATE PROFESSOR EMERITUS, NORTHWESTERN UNIVERSITY, AND FORMER
CORPORATE COMMUNICATIONS DIRECTOR, ALLSTATE
CHAPTER 22
STATE AND LOCAL GOVERNMENT RELATIONS: GUIDING PRINCIPLES 353 L. JAMES
NELSON, PUBLIC AFFAIRS CONSULTANT
CORPORATE GOVERNANCE: OPERATING AS AN OPEN BOOK 363 TED MCDOUGAL,
FOUNDER AND PRINCIPAL, MCDOUGAL & ASSOCIATES AND SENIOR COUNSELOR,
KETCHUM KURT P. STOCKER, DIRECTOR, NEW YORK STOCK EXCHANGE REGULATION,
INC. AND FORMER CHIEF
COMMUNICATIONS OFFICER, CONTINENTAL BANK CORPORATION
CHAPTER 24
CAREER PATHS IN PUBLIC RELATIONS 375 JEAN CARDWELL, PRESIDENT, CARDWELL
ENTERPRISES, INC. DANA RUBIN, RUBIN CREATIVE
CHAPTER 25
THE CHIEF EXECUTIVE OFFICER: THE KEY SPOKESPERSON 387 JOHN D. GRAHAM,
CHAIRMAN, FLEISHMAN-HILLARD INTERNATIONAL COMMUNICATIONS
CHAPTER 26
CRISIS COMMUNICATIONS: BRAND NEW CHANNELS, SAME OLD STATIC 401 HUD
ENGLEHART, MANAGING PARTNER, BEACON ADVISORS, INC. AND ADJUNCT
PROFESSOR, INTEGRATED MARKETING COMMUNICATIONS, NORTHWESTERN UNIVERSITY
IMAGE 6
CONTENTS
XI
PART 3 CURRENT AND CONTINUING ISSUES IN PUBLIC RELATIONS 415
CHAPTER 27
SUSTAINABILITY FOR BUSINESS: A NEW GLOBAL CHALLENGE 417 CHARLENE LAKE,
SENIOR VICE PRESIDENT, PUBLIC AFFAIRS, AND CHIEF SUSTAINABILITY OFFICER,
AT&T TONY CALANDRO, SENIOR VICE PRESIDENT AND PARTNER, VOX GLOBAL
CHAPTER 28
ENVIRONMENTAL COMMUNICATION: A MATTER OF RELATIONSHIPS, TRUST AND
PLANNING 427 SUSAN CROCE KELLY, APR, PRESIDENT, KIRKPATRICK
INTERNATIONAL, INC.
CHAPTER 29
RELATIONSHIP TRANSFORMATION: SHIFTING MEDIA BOUNDARIES 443 KEVIN CLARK,
PRESIDENT AND FOUNDER, CONTENT EVOLUTION LLC AND DIRECTOR, EMERITUS,
BRAND AND VALUES EXPERIENCE, IBM CORPORATION
CHAPTER 30
REPUTATION MANAGEMENT: BUILDING AND MAINTAINING REPUTATION THROUGH
COMMUNICATIONS 459 CRAIG E. CARROLL, PH.D., ASSOCIATE PROFESSOR AND
DEPARTMENT CHAIR OF COMMUNICATION AND JOURNALISM, LIPSCOMB UNIVERSITY
STEPHEN A. GREYSER, DBA, RICHARD P. CHAPMAN PROFESSOR OF BUSINESS
ADMINISTRATION
(MARKETING/COMMUNICATIONS), EMERITUS, HARVARD BUSINESS SCHOOL ELLIOT S.
SCHREIBER, PH.D., CLINICAL PROFESSOR OF MARKETING AND EXECUTIVE DIRECTOR
OF THE CENTER FOR CORPORATE REPUTATION MANAGEMENT, BENNETT S. LEBOW
COLLEGE OF BUSINESS, DREXEL UNIVERSITY
PART 4 INDUSTRIES AND ORGANIZATIONS 479
CHAPTER 31
THE AUTOMOTIVE INDUSTRY: A RACE TO THE FUTURE 481 RAY DAY, VICE
PRESIDENT, COMMUNICATIONS, FORD MOTOR COMPANY STEPHEN]. HARRIS, SENIOR
COUNSELOR, MCGINN AND COMPANY, AND PAST VICE PRESIDENT, GLOBAL
COMMUNICATIONS, GENERAL MOTORS
CHAPTER 32
THE AVIATION INDUSTRY AND CIVIL AVIATION: FLYING HIGH FOR BUSINESS 495
ROBERT P. MARK, CHIEF EXECUTIVE OFFICER, COMMAVIA, AND EDITOR,
JETWHINE.COM
IMAGE 7
XII
CONTENTS
CHAPTER 33
THE INSURANCE INDUSTRY: REPUTATION MANAGEMENT IN GOOD HANDS 511 ROBERT
P. GORMAN JR., PRINCIPAL, ROBERT E. GORMAN COMMUNICATION AND FORMER SR.
COMMUNICATION CONSULTANT, ALLSTATE INSURANCE COMPANY JAMES M. DUDAS,
COMMUNICATIONS CONSULTANT AND FORMER SR. DIRECTOR, ALLSTATE
INSURANCE COMPANY
CHAPTER 34
THE HOSPITALITY INDUSTRY: COMMUNICATING WITH OUR GUESTS 527 JOHN WALLIS,
GLOBAL HEAD, MARKETING AND BRAND STRATEGY, HYATT HOTELS & RESORTS
CHAPTER 35
SPORTS MARKETING: CHAMPION COMMUNICATORS 537 AMY D. LITTLETON, VICE
PRESIDENT, KEMPER LESNIK STEVEN H. LESNIK, FOUNDER, KEMPERLESNIK
CHAPTER 36
EFFECTIVE TECHNOLOGY COMMUNICATIONS: INNOVATION THAT MATTERS 551 EDWARD
BARBINI, VICE PRESIDENT OF EXTERNAL RELATIONS, IBM ROB FLAHERTY, SENIOR
PARTNER AND PRESIDENT, KETCHUM
CHAPTER 37
THE ENTERTAINMENT BUSINESS: LIGHTS, CAMERAS, PROMOTION 565 ROB DOUGHTY,
PRESIDENT, ROB DOUGHTY COMMUNICATIONS AND PAST VICE PRESIDENT,
COMMUNICATIONS, DISNEY RESORTS
CHAPTER 38
HEALTH CARE: HARMONIZING THE HEALTHCARE MESSAGE 577 RICHARD T. COLE,
PH.D., PROFESSOR, DEPARTMENT OF ADVERTISING, PUBLIC RELATIONS AND
RETAILING, MICHIGAN STATE UNIVERSITY AND FORMER VICE PRESIDENT,
COMMUNICATIONS, BLUE CROSS/BLUE SHIELD
CHAPTER 39
THE GLOBAL RESTAURANT INDUSTRY: COMMUNICATIONS STRATEGIES 591 JONATHAN
BLUM, SENIOR VICE PRESIDENT, CHIEF PUBLIC AFFAIRS OFFICER, YUM! BRANDS
IMAGE 8
CONTENTS
XIII
CHAPTER 40
THE RETAIL INDUSTRY: NOT YOUR FATHER S DRUGSTORE 601 MICHAEL POLZIN,
DIVISIONAL VICE PRESIDENT, CORPORATE COMMUNICATIONS, WALGREEN CO.
CHAPTER 41
THE PHARMACEUTICAL INDUSTRY: FROM PROMOTION TO CONSTITUENCY RELATIONS
615 ELLIOT S. SCHREIBER, PH.D., CLINICAL PROFESSOR OF MARKETING AND
EXECUTIVE DIRECTOR, CENTER FOR CORPORATE REPUTATION MANAGEMENT, BENNETT
S. LEBOW COLLEGE OF BUSINESS, DREXEL UNIVERSITY, AND FORMER VICE
PRESIDENT, COMMUNICATIONS, BAYER
CHAPTER 42
CONSULTING, TECHNOLOGY SERVICES AND OUTSOURCING: AN INTEGRATED APPROACH
TO MARKETING AND COMMUNICATIONS 629 ROXANNE TAYLOR, CHIEF MARKETING AND
COMMUNICATIONS OFFICER, ACCENTURE ]AYME SILVERSTONE, SR. DIRECTOR,
MARKETING AND COMMUNICATIONS, ACCENTURE
CHAPTER 43
THE FINANCIAL AND BANKING INDUSTRY: INVESTING IN OUR STAKEHOLDERS 645
ANONYMOUS
CHAPTER 44
THE FOOD AND BEVERAGE INDUSTRY: CATERING TO PEOPLE S PALATES 657 RICHARD
L. NELSON, VICE PRESIDENT, CORPORATE COMMUNICATIONS, ACCO BRANDS
CORPORATION MARGUERITE COPEL, VICE PRESIDENT, CORPORATE COMMUNICATIONS,
THE DEAN FOODS
COMPANY
CHAPTER 45
THE OIL AND NATURAL GAS INDUSTRY: COMMUNICATING IN A CHALLENGING
ENVIRONMENT 675 SAM FALCONA, VICE PRESIDENT (RETIRED), COMMUNICATIONS
AND PUBLIC AFFAIRS, CONOCOPHILLIPS
CHAPTER 46
INTERNAL AND EXTERNAL COMMUNICATIONS IN A LAW FIRM 699 MARK BAIN, FORMER
GLOBAL DIRECTOR OF COMMUNICATIONS, BAKER & MCKENZIE
IMAGE 9
XIV
CONTENTS
PART 5 PRACTICAL SKILLS AND KNOWLEDGE 713
CHAPTER 47
CHANGING YOUR OWN BEHAVIOR TO ENHANCE BEHAVIORAL RESULTS 717 KERRY D.
TUCKER, CHIEF EXECUTIVE OFFICER, NUFFER, SMITH, TUCKER, INC. BILL
TRUMPFHELLER, PRESIDENT, NUFFER, SMITH, TUCKER, INC.
CHAPTER 48
CREATIVITY: POWERING INTEGRATED MARKETING COMMUNICATIONS IDEAS 737 MARTY
KOHR, FACULTY, NORTHWESTERN UNIVERSITY MEDILL IMC, DIRECTOR, CHICAGO
4A S INSTITUTE OF ADVANCED ADVERTISING STUDIES, AND FORMER ADVERTISING
PRACTITIONER, DDB, Y&R, HAL RINEY AND LEO BURNETT
CHAPTER 49
WRITING FOR THE EAR: THE CHALLENGE OF EFFECTIVE SPEECHWRITING 751 LEE W:
HUEBNER, PH.D., PROFESSOR, GEORGE WASHINGTON UNIVERSITY, AND FORMER
PUBLISHER AND CEO, INTERNATIONAL HERALD TRIBUNE
CHAPTER 50
WRITING FOR YOUR AUDIENCE MATTERS MORE THAN EVER 765 GEORGE HARMON,
PROFESSOR EMERITUS, MEDILL SCHOOL OF JOURNALISM, NORTHWESTERN UNIVERSITY
CHAPTER 51
STORYTELLING: ALL STORIES ARE TRUE 781 EMMA CAYWOOD, MLIS, STORYTELLER
AND STORYTELLING CONSULTANT
CHAPTER 52
BRANDED CONTENT STRATEGY: MEANINGFUL STAKEHOLDER INTERACTION 797 SARA E.
SMITH, MSIMC, CONTENT STRATEGY CONSULTANT, BOULDER, CO CLARKE L.
CAYWOOD, PH.D., PROFESSOR, NORTHWESTERN UNIVERSITY
CHAPTER 53
IMMERSIVE 3-D VIRTUAL WORLDS: AVATARS AT WORK 815 ANDERS GRONSTEDT,
PH.D., CHIEF EXECUTIVE OFFICER, THE GRONSTEDT GROUP
IMAGE 10
CONTENTS
XV
CHAPTER 54
GLOBAL PUBLIC RELATIONS NETWORKS: THE EFFICACY AND ROLE OF MEMBERSHIP
ORGANIZATIONS IN PUBLIC RELATIONS 827 GERARD F. CORBETT, APR, FELLOW
PRSA, FOUNDER AND CHIEF EXECUTIVE OFFICER, REDPHLAG LLC, AND CHAIRMAN
AND PRESIDENT OF THE PUBLIC RELATIONS SOCIETY OF AMERICA, 2012
PART 6 CONCLUSION 841
CHAPTER 55
THE FUTURE OF PUBLIC RELATIONS AND INTEGRATED MARKETING COMMUNICATIONS
843 CLARKE 1. CAYWOOD, PH.D., PROFESSOR, NORTHWESTERN UNIVERSITY
CONTRIBUTORS 849
INDEX 875
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| spelling | The handbook of strategic public relations and integrated marketing communications edited by Clarke L. Caywood Strategic public relations and integrated marketing communications 2. ed. New York [u.a.] McGraw-Hill Professional 2012 XVIII, 904 S. Ill. txt rdacontent n rdamedia nc rdacarrier Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 Unternehmen (DE-588)4061963-1 s Kommunikation (DE-588)4031883-7 s Caywood, Clarke L. 1947- (DE-588)172530903 edt SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024748954&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The handbook of strategic public relations and integrated marketing communications Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd Kommunikation (DE-588)4031883-7 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4061963-1 (DE-588)4031883-7 |
| title | The handbook of strategic public relations and integrated marketing communications |
| title_alt | Strategic public relations and integrated marketing communications |
| title_auth | The handbook of strategic public relations and integrated marketing communications |
| title_exact_search | The handbook of strategic public relations and integrated marketing communications |
| title_full | The handbook of strategic public relations and integrated marketing communications edited by Clarke L. Caywood |
| title_fullStr | The handbook of strategic public relations and integrated marketing communications edited by Clarke L. Caywood |
| title_full_unstemmed | The handbook of strategic public relations and integrated marketing communications edited by Clarke L. Caywood |
| title_short | The handbook of strategic public relations and integrated marketing communications |
| title_sort | the handbook of strategic public relations and integrated marketing communications |
| topic | Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd Kommunikation (DE-588)4031883-7 gnd |
| topic_facet | Öffentlichkeitsarbeit Unternehmen Kommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024748954&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT caywoodclarkel thehandbookofstrategicpublicrelationsandintegratedmarketingcommunications AT caywoodclarkel strategicpublicrelationsandintegratedmarketingcommunications |