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The Handbook of Strategic Public Relations and Integrated Communications

ISBN: 9780786311316 | 0786311312
Edition: 1st
Format: Hardcover
Publisher: McGraw-Hill
Pub. Date: 5/1/1997

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SummaryTable of Contents
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.
FOREWORDiii(3)
ACKNOWLEDGMENTSvi(1)
LIST OF CONTRIBUTORSvii(4)
INTRODUCTIONxi
PART ONE INTRODUCTION3(60)
... MORE
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 RELATIONS63(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 COMMUNICATIONS207(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 INDUSTRIES311(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 COMMUNICATIONS511(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.
INDEX567

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