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The Handbook of Strategic Public Relations and Integrated Communications (Hardcover)

by Clarke L. Caywood (Author) "Welcome to the brave new world of careers in public relations! ..." (more)

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The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (New Rules of Marketing & PR: How to Use Social Media, Blogs,) by David Meerman Scott

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This item: The Handbook of Strategic Public Relations and Integrated Communications by Clarke L. Caywood
In stock.
Dispatched from and sold by Amazon.co.uk.
This item Delivered FREE in the UK with Super Saver Delivery. See details and conditions
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (New Rules of Marketing & PR: How to Use Social Media, Blogs,) by David Meerman Scott
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Product details

Hardcover: 574 pages
Publisher: McGraw-Hill Professional (1 Jun 1997)
Language English
ISBN-10: 0786311312
ISBN-13: 978-0786311316
Product Dimensions: 25.1 x 17.8 x 3 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)

Amazon.co.uk Sales Rank: 235,200 in Books (See Bestsellers in Books)

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Product Description

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 important - or 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!

From the Publisher

The definitive resource for communications professionals.
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 Communications is the definative 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. As a communication professional or manager in the field, you will get 37 information-packed chapters authored by the best minds in the business and covering cutting-edge topics, tips and techniques such as:

Career paths in public relations.

Broadcast media relations.

Investor relations for shareholder value.

The strategic use of philanthropy.

A planned and strategic approach to crisis communications.

Ethics in public relations and corporate communications.

The role of public relations in mergers and acquisitions.

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Inside This Book (Learn More)

First Sentence
Welcome to the brave new world of careers in public relations! Read the first page

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Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars This book offers 1-stop counsel from the brightest PR minds!, 10 Sep 1998

By A Customer

Clarke Caywood continues to be one of the key drum majors for integrated marketing communications. With his latest work, Caywood has collaborated with the brightest minds in PR and marketing communications to provide a virtual one-stop integrated marcom playbook (To call it a "Bible" may come across as a bit blasphemous!) It's no wonder it has not stayed in stock at Dallas area bookstores!

Regardless of where you are in your career, (recent college grad, middle management, second career), if you are looking to be in integrated marcom or PR, this book is all you need. I used several of its key points in an informational interview this morning!

Bottom Line: It is worth its weight in gold. Read it with profit!

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0 of 1 people found the following review helpful:

5.0 out of 5 stars can't put it down, 26 May 1999

By A Customer

it is fascinating, informative, interesting to read, and very very very useful.

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