The Handbook Of Strategic Public Relations And Integrated Communications

As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more important­­or more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!

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. 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 ”Few writers, and even fewer thinkers, in the world of public relations have the breadth and depth of experience shown by Clarke Caywood. The Second Edition of his Handbook of Strategic Public Relations demonstrates that range of experience in exquisite detail. Assembled here you’ll find the finest minds and biggest names in the profession. No PR practitioner or student of the art can afford to be without this superb collection.” —James S. O'Rourke, IV, Ph.D., Teaching Professor of Management, Mendoza College of Business, University of Notre Dame “A must-read that gives an ever greater importance to the human person as a stakeholder, and the object for which an organization is driven to do good, as a cornerstone for profitability.” — Jerry G. Kliatchko, Ph.D., Dean, School of Communication, University of Asia and the Pacific (UA&P), Manila, Philippines ”How can companies survive in the era of global competition? This book offers valuable clues from the perspective of managing a successful relationship with its stakeholders.” —Kimihiko Kondo, Dean and Professor of Marketing, Graduate School of Business, Otaru University of Commerce, Otaru, Hokkaido, Japan ”Caywood’s stakeholder approach distinguishes PR from other management fields. His book fully covers the stakeholder challenge across industries.” —Debbie Treise, Ph.D., Professor/Associate Dean Graduate Studies, College of Journalism and Communications, University of Florida "This second edition will certainly provide readers with an advanced understanding of public relations in a rapidly changing IMC environment." —Dean M Krugman, Professor Emeritus, Department of Advertising and Public Relations, University of Georgia "Clarke Caywood's PR Handbook provides invaluable counsel on every major issue facing today's public relations practitioner. Non-PR executives also will gain important communication insights from 70 of the greatest minds in public relations.” —Ron Culp, Public Relations Consultant and Director, MA Program in Public Relations and Advertising, DePaul University ”In this 21st Century age of Integrated Marketing Communications, Dr. Clarke Caywood has compiled the blueprint on how to approach Public Relations in these contemporary times.” —J.P. James, Senior Partner, Engagement Marketing, MEC & Assistant Adjunct Professor, CUNY Hunter College and New York University ”Our function’s number-one objective is develop and successfully execute communications strategies that help our companies and organizations win in the marketplace, and Clarke Caywood’s Handbook of Strategic Public Relations and Integrated Marketing Communications provides students of our profession the best in real-world thinking and successful execution.” —Jim Spangler, Vice President, Chief Communications Officer, Navistar, Inc.

As the media grow more ruthless, the role of public relations becomes increasingly complex and critical. Savvy business people know that how a company conveys and maintains its image has never been more important or more challenging. The Handbook of Strategic Public Relations & Integrated Communication is the definitive resource for communications professionals. Featuring the expertise of the world s foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications.

Winner of the 2019 Textbook & Academic Authors Association’s The Most Promising New Textbook Award How can public relations play a more active role in the betterment of society? Introduction to Strategic Public Relations: Digital, Global, and Socially Responsible Communication prepares you for success in today’s fast-changing PR environment. Recognizing that developments in technology, business, and culture require a fresh approach, Janis T. Page and Lawrence Parnell have written a practical introductory text that aligns these shifts with the body of knowledge from which the discipline of public relations was built. Because the practice of public relations is rooted in credibility, the authors believe that you must become ethical and socially responsible communicators more concerned with building trust and respect with diverse communities than with creating throwaway content. The authors balance this approach with a focus on communication theory, history, process, and practice and on understanding how these apply to strategic public relations planning, as well as on learning how to create a believable and persuasive message. Key Features Chapter-opening Scenarios capture your attention by discussing current PR challenges—such as the Wells Fargo cross-selling, VW emissions cover-up, and P&G’s “Like a Girl” campaign—and thus frame the chapter content and encourage active reading. At the end of the chapter, you explore various aspects of socially responsible communication to “solve” the PR challenge. Socially Responsible Case Studies in each chapter illustrate the key responsibilities of a modern public relations professional such as media relations, crisis communications, employee communications, applied communications research, and corporate and government-specific communications. Each case features problem-solving questions to encourage critical thinking. Social Responsibility in Action boxes feature short, specific social responsibility cases—such as Universals’ #NoFoodWasted, Nespresso in South Sudan, and Merck’s collaboration with AIDS activists—to highlight best practices and effective tactics, showing the link between sound public relations strategy and meaningful social responsibility programs. Insight boxes spark classroom discussion on particularly important or unique topics in each chapter. Personality Profile boxes will inspire you with stories from PR veterans and rising stars such as the U.S. CEO of Burson-Marstellor, the Chief Communication Officer of the United Nations Foundation, and the Executive VP at HavasPR.

The Public Relations Handbook, 6th edition provides an engaging, in-depth exploration of the dynamic and ever-evolving public relations industry. Split into four parts exploring key conceptual themes in public relations, the book offers an overview of topics including strategic public relations, politics and the media; media relations in the social media age; strategic communication management; public relations engagement in the not-for-profit sector; activism and public relations; and the effects of globalisation and technology on the field. Featuring wide-ranging contributions from key figures in the PR profession, this new edition presents fresh views on corporate social responsibility, public relations and politics, corporate communication, globalisation, not-for-profit, financial and public sector public relations. The book also includes a discussion of key critical themes in public relations research and exploratory case studies of PR strategies in a variety of institutions, including Extinction Rebellion, Queen Margaret University, Mettis Aerospace, and Battersea Cats’ and Dogs’ Home. Containing student-friendly features including clear chapter aims, analytical discussion questions, and key further reading throughout the text, The Public Relations Handbook is an ideal resource for students of public relations, corporate and strategic communications, and media studies.

The Routledge Handbook of Strategic Communication provides a comprehensive review of research in the strategic communication domain and offers educators and graduate-level students a compilation of approaches to and studies of varying aspects of the field. The volume provides insights into ongoing discussions that build an emerging body of knowledge. Focusing on the metatheoretical, philosophical, and applied aspects of strategic communication, the parts of the volume cover: • Conceptual foundations, • Institutional and organizational dimensions, • Implementing strategic communication, and • Domains of practice An international set of authors contributes to this volume, illustrating the broad arena in which this work is taking place. A timely volume surveying the current state of scholarship, this Handbook is essential reading for scholars in strategic communication at all levels of experience.

Strategic Public Relations has been produced as a core book for what will become a series of second generation books treating public relations as a new, and separate discipline which has strategic implications for the whole business. Written primarily for senior executives and PR practitioners, Strategic Public Relations also serves students and young executives, covering such topics as: corporate goals and strategies; marketing communications; financial public relations; employee and local community relations; parliamentary and EU relations; building an international reputation; corporate advertising; sponsorship and media relations; communications research and corporate responsibility. All of the 16 contributors to this book, in addition to being recognised authorities in their fields, are senior practitioners. They will broaden your business horizons by showing you that corporate relations, if done properly, will lead to improved efficiency, improved competitive performance and, ultimately, to greater profit.

A Practical and Concise Introduction to Agency Life The PR Agency Handbook guides you through the day-to-day operations of a professional PR firm and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world examples from the field as well as interviews with PR experts to help you bridge the critical gap between college and professional life. Throughout the book, you are introduced to many of the sub-fields of integrated communication practice, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). You will not develop a fundamental understanding of the different components found within an agency, but you will also gain an appreciation for the positive impact that excellent agency work can have on organizations. Key Features: Real-world examples from the field ensure that the practical concepts presented become concrete for you. Numerous interviews with industry professionals from across the country and around the world are included at the end of each chapter to provide you with snapshots of the agency experience. A chapter dedicated to social media (Chapter 6) offers you a comprehensive look at how companies utilize these important platforms An introduction to the PESO and ROSTIR models shows you how to adapt your campaigns to meet the needs of today’s integrated agency environment. A chapter dedicated to tools and templates gives you exposure to real documents you will need in your career.