The Handbook of Strategic Public Relations and Integrated Communications

by Caywood, Clarke

• ISBN13: 9780786311316
• ISBN10: 0786311312
• Edition: 1st
• Format: Hardcover
• Copyright: 1997-05-01
• Publisher: McGraw-Hill

Summary

Now for the first time, you have the singular resource to turn to for all the current issues and topics in public relations and communications. The experts in the field combine their professional experience with intellectual knowledge to bring you the forward thinking issues on everything from labor and consumer relations to issues management and from environmental issues in public relations to strategic writing for public relations and communications.

Table of Contents

FOREWORD	iii	(3)
ACKNOWLEDGMENTS	vi	(1)
LIST OF CONTRIBUTORS	vii	(4)
INTRODUCTION	xi
PART ONE INTRODUCTION	3	(60)
Chapter 1 Career Paths in Public Relations	3	(12)
Jean Cardwell
Chapter 2 The Unseen Power: A Brief History of Public Relations	15	(19)
Scott M. Cutlip, Fellow, PRSA
Chapter 3 The Role of Research in Public Relations Strategy and Planning	34	(29)
Anders Gronstedt
PART TWO ORGANIZATIONAL CHART OF PUBLIC RELATIONS	63	(144)
Chapter 4 Global and Local Media Relations	63	(14)
Matthew P. Gonring
Chapter 5 Broadcast Media Relations	77	(13)
John A. Bace, APR
Chapter 6 Integrated Marketing Public Relations	90	(16)
Thomas L. Harris, APR
Chapter 7 Investor Relations for Shareholder Value	106	(13)
Nancy A. Hobor, Ph.D.
Chapter 8 Labor Relations: Union-Management Relations and Negotiations	119	(20)
Mary C. Moster
Terence Franklin
Chapter 9 Connecting with Consumers	139	(10)
Lisa Fortini-Campbell, Ph.D.
Chapter 10 The Strategic Uses of Corporate Philanthropy	149	(24)
John A. Koten
Chapter 11 Issues Management: Managing Trends through the Issues Life Cycle	173	(16)
Raymond P. Ewing, APR
Chapter 12 A Strategic Approach to Crisis Management	189	(18)
Kurt P. Stocker
PART THREE CURRENT ISSUES AND TOPICS IN PUBLIC RELATIONS AND COMMUNICATIONS	207	(104)
Chapter 13 Environmental Issues in Public Relations: A Matter of Credibility	207	(15)
Susan Croce Kelly, APR
Chapter 14 Media Transformation and the Practice of Public Relations	222	(9)
Kevin A. Clark
Chapter 15 Managing a Diverse Workforce in a Changing Corporate Environment	231	(13)
Marilyn Laurie
Chapter 16 Maintaining Effective Client-Agency Partnerships	244	(11)
David R. Drobis, APR
John W. Tysse
Chapter 17 Ethical Implications of Corporate Communications	255	(19)
Cornelius B. Pratt, Ph.D., APR
Kihyun Shin
Chapter 18 Making the CEO the Chief Communications Officer: Counseling Senior Management	274	(12)
John D. Graham
Chapter 19 Excellence in Public Relations	286	(15)
Larissa A. Grunig, Ph.D.
Chapter 20 The Role of Public Relations in Mergers and Acquisitions	301	(10)
Stan Sauerhaft, Fellow, PRSA
PART FOUR ADVANCED PUBLIC RELATIONS PRACTICE IN KEY INDUSTRIES	311	(200)
Chapter 21 Public Relations in the Food and Beverage Industry	311	(15)
Richard L. Nelson
Chapter 22 Image Management through Public Relations in the Insurance Industry	326	(12)
Robert E. Gorman
James M. Dudas
Chapter 23 Public Relations and the Pharmaceutical Industry	338	(9)
Elliot S. Schreiber, Ph.D.
Chapter 24 The Personal Care Products Industry and Public Relations	347	(14)
Leah Landolfi
Chapter 25 Marketing and Communications in the Management Consulting Industry	361	(20)
James E. Murphy
Chapter 26 The Role of Public Relations in the Hospitality Industry	381	(16)
John Wallis
Chapter 27 Public Relations for High-Technology Industries	397	(8)
Michael Shore
Chapter 28 A Practical Guide to Sports Marketing and Public Relations	405	(12)
Steven H. Lesnik, APR
Howard Schacter
Chapter 29 Public Relations and Communications in the Publishing Industry	417	(18)
Jackie Saunders Goettsch, APR
Chapter 30 Harmonizing the Healthcare Message	435	(18)
Richard T. Cole, Ph.D.
Chapter 31 Public Relations in Government	453	(28)
Brent Baker
Chapter 32 Public Relations and Communications for Nonprofit Organizations	481	(18)
Ray Boyer
Chapter 33 Public Relations and Communications for Associations	499	(12)
Richard L. Hanneman
PART FIVE SPECIAL TACTICS FOR PUBLIC RELATIONS AND CORPORATE COMMUNICATIONS	511	(56)
Chapter 34 Changing Your Own Behavior to Enhance Behavioral Results	511	(16)
Kerry D. Tucker
Larry Nuffer
Chapter 35 The Value of Effective Speechwriting	527	(13)
Lee W. Huebner, Ph.D.
Chapter 36 Clear Writing for Public Relations Practitioners	540	(14)
George Harmon
Chapter 37 The Big Idea: Creativity in Public Relations	554	(10)
Sandra E. Moriarty, Ph.D.
Conclusion The Future of Integrated Communications and Public Relations	564	(3)
Clarke L. Caywood, Ph.D.
INDEX	567