Download PDF The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, by Clarke L. Caywood
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The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, by Clarke L. Caywood
Download PDF The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, by Clarke L. Caywood
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Praise for The Handbook of Strategic Public Relations and Integrated Marketing Communications
“The second edition of the Handbook of Strategic Public Relations and Integrated Marketing Communications is very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy.”
―Philip Kotler, Kellogg School of Management, Northwestern University, author of Marketing 3.0M
”The massively updated Handbook of Strategic Public Relations and Integrated Marketing Communications is the go to source for an overview of the fast changing field of PR and the central role it plays in marketing. An easy to read mélange of case studies from a wide variety of industries, commentaries on trends in the field, and insights on the links between theory and practice, it guides the reader through an increasingly complex―and ubiquitous―discipline.”
―Jerry Swerling, Professor and Director of Public Relations Studies, and Director of Strategic Communication, PR Center, Annenberg School for Communication and Journalism, University of Southern California
”The Handbook is a fresh look at strategic public relations with great insights from top public relations professionals. Invaluable advice and a must read for all PR practitioners.”
―Jane Ostrander, Vice President, Global Communications, Tenneco
The definitive guide to PR and communications―updated with the newest social media and brand-reputation tools and techniques
The most authoritative, comprehensive resource of its kind, 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 the major changes in the field 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
Each section highlights specific case studies and examples to illuminate exactly how to plan and execute different methods for optimum results. The book concludes with a section on the future of the industry―developing issues, trends and roles of public relations and integrated communications.
Use The Handbook of Strategic Public Relations and Integrated Marketing Communications to position your company, your brand and yourself for success for many years to come.
- Sales Rank: #117478 in Books
- Brand: Brand: McGraw-Hill
- Published on: 2012-01-18
- Original language: English
- Number of items: 1
- Dimensions: 9.50" h x 1.80" w x 7.50" l, 3.90 pounds
- Binding: Hardcover
- 928 pages
- Used Book in Good Condition
About the Author
Clarke L. Caywood, Ph.D., is a full professor and tenured member of the Integrated Marketing Communications Department in the Medill School of Journalism, Media, and Integrated Marketing Communications at Northwestern University. He was named by PRWeek as one of the 100 most influential PR people of the twentieth century and one of the top 10 outstanding educators in 2000; he was named Educator of the Year by the Public Relations Society of America; and he was named the Educator of the Year by the Sales and Marketing Executives of the Chicago area.
Most helpful customer reviews
5 of 5 people found the following review helpful.
Almost unreadable
By Qwerty2013
I am of a certain age and have gone back to college in my 50's. Although this text may contain great information, even with new reading glasses the text is too small, too close together and not enough white space. I find it creates a great deal of eye strain. This may not be an issue for a 20 something college student, but it is for me.
The publisher should print this in two volumes.
3 of 3 people found the following review helpful.
It's Like Having 100 Books In 1 - PR/CC Topics for Every Industry
By W. A. Mattiace
I've been told one of the most exciting aspects of public relations/communications is, "every day is different and nothing is really in a book." Well that changed (somewhat) after reading this wonderful compilation of salient information. Every communications professional should have a copy of this guide to the PR/CC world! You'll hear accounts from experts in nearly every industry on topics that matter today and even challenges we will all face in the future. It's a heavy and big book - certainly not a pocket guide, so I'd recommend going for the Kindle version. Thank you to the authors for collecting the thoughts of so many greats all in one place! Get this book, it's 100 books in one.
6 of 6 people found the following review helpful.
Great Handbook for PR and Marketing professionals and scholars
By Lucia
This handbook is a very useful tool for PR and Marketing professionals. Moreover, this is so complete and updated that professors and scholars should use it in their classes of marketing, PR and IMC, since it is a great source of case studies related with these disciplines. I am using it in my academic activities (research and teaching) and it's very helpful.
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