The Handbook Of Strategic Public Relations And Integrated Marketing Communications Second Edition
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The Handbook Of Strategic Public Relations And Integrated Communications
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Author : Clarke Caywood
language : en
Publisher: McGraw Hill Professional
Release Date : 1997-05
The Handbook Of Strategic Public Relations And Integrated Communications written by Clarke Caywood and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-05 with Business & Economics categories.
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 Handbook Of Strategic Public Relations And Integrated Marketing Communications Second Edition
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Author : Clarke L. Caywood
language : en
Publisher: McGraw Hill Professional
Release Date : 2011-12-30
The Handbook Of Strategic Public Relations And Integrated Marketing Communications Second Edition written by Clarke L. Caywood and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-12-30 with Business & Economics categories.
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.
The Hb Of Strategic Public Relations I
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Author : Caywood
language : en
Publisher: Tata McGraw-Hill Education
Release Date : 2004-11
The Hb Of Strategic Public Relations I written by Caywood and has been published by Tata McGraw-Hill Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-11 with categories.
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.
Marketing Communications
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Author : Lynne Eagle
language : en
Publisher: Routledge
Release Date : 2014-08-27
Marketing Communications written by Lynne Eagle and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-08-27 with Business & Economics categories.
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
Public Relations A Guide To Strategic Communication
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Author : Youngjoon Lim
language : en
Publisher: Cognella Academic Publishing
Release Date : 2020-05-20
Public Relations A Guide To Strategic Communication written by Youngjoon Lim and has been published by Cognella Academic Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-20 with categories.
Public Relations: A Guide to Strategic Communication provides students with a comprehensive and modern look into the world of public relations. In a field that changes rapidly in both theory and practice, the book emphasizes current, practical information and reflects the newest trends. The book introduces students to the general nature of public relations and discusses careers in the field. Students learn about the history of public relations, academic research in the discipline, and the roles of public opinion, ethics, and the media in public relations. The book also covers employee relations, crisis communication, integrated marketing communication, government and nonprofit public relations, social media, and celebrity. The second edition has been heavily updated to feature current, relevant information and to better examine how the field of public relations has evolved. Each chapter features a Public Relations in Practice: Further Reading section, which highlights a company's public relations campaign and offers a link to more information. This new feature emphasizes successful, cutting-edge campaigns across a variety of business sectors. A highly valuable guide, Public Relations helps students prepare for internships and entry-level public relations jobs. It is ideal for courses in advertising, journalism, or marketing, corporate, and strategic communication.
The Routledge Handbook Of Strategic Communication
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Author : Derina Holtzhausen
language : en
Publisher: Routledge
Release Date : 2014-11-20
The Routledge Handbook Of Strategic Communication written by Derina Holtzhausen and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-11-20 with Business & Economics categories.
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.
Public Relations Strategy
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Author : Sandra M Oliver
language : en
Publisher: Kogan Page Publishers
Release Date : 2009-11-03
Public Relations Strategy written by Sandra M Oliver and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11-03 with Business & Economics categories.
This challenging book reflects the intense discussion that is taking place on the nature of public relations and how it develops and supports management strategy. It links models and theories of strategic management to the PR function and discusses how globalization and the Internet are changing organizational PR strategy. This new and updated version of Public Relations Strategy explains how PR lies at the heart of sound, ethical corporate communication as a core strategic management function. The new edition explores the following topics: - PR as strategic and issues management - the governance role of PR within organizations - attaining and maintaining reputation - internal communication as PR strategy - online/offline media relations - research matters: exploration and evidence - managing ethics and evaluation in PR programming Including many new international case studies, this fully updated, third edition of Public Relations Strategy is a useful addition to the thinking practitioner's library, and an invaluable learning tool for students undertaking examinations in PR and related disciplines.
A Handbook Of Corporate Communication And Public Relations
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Author : Sandra Oliver
language : en
Publisher: Routledge
Release Date : 2004-08-02
A Handbook Of Corporate Communication And Public Relations written by Sandra Oliver and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-08-02 with Business & Economics categories.
A bold addition to existing literature, this book provides an excellent overview of corporate communication. Taking an interdisciplinary approach, it offers readers the in-depth analysis required to truly understand corporate communication, corporate strategy and corporate affairs as well as the relevant public relations issues. With a refreshing new approach to this topic, the authors challenge reductionist views of corporate communication, providing persuasive evidence for the idea that without an organizational communication strategy, there is no corporate strategy. Written by an impressive list of international authorities, the text is well illustrated with contemporary case studies, drawing out the most pertinent best-practice outcomes of theoretically based applications. Its four sections cover: national communication international communication image, identity and reputation management the future for corporate communication theory and practice. This is an essential one-stop reference for all academics, practitioners and students seeking to understand corporate communication and public relations.
Integrated Marketing Communications
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Author : David Pickton
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 2005
Integrated Marketing Communications written by David Pickton and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
Net/pickton to find additional valuable teaching and learning materials. David Pickton is Head of the Marketing Department at Leicester Business School, De Montfort University. Amanda Broderick is Senior Lecturer in Marketing and Head of Research in the Marketing Group at Aston Business School.
Introduction To Strategic Public Relations
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Author : Janis Teruggi Page
language : en
Publisher: SAGE Publications
Release Date : 2017-11-30
Introduction To Strategic Public Relations written by Janis Teruggi Page and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-30 with Language Arts & Disciplines categories.
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.