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The Handbook of Strategic Public Relations and Integrated Communications
 
 

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)
5.0 out of 5 stars See all reviews (2 customer reviews)
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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: 363,631 in Books (See Bestsellers in Books)

    Popular in this category:

    #61 in  Books > Business, Finance & Law > Sales & Marketing > Public Relations
  • See Complete Table of Contents

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Product Description

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.

See all Product Description


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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Concordance
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Average Customer Review
5.0 out of 5 stars (2 customer reviews)
 
 
 
 
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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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