The handbook of strategic public relations and integrated marketing communications /

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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Caywood, Clarke L., 1947-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : McGraw-Hill, Ã2012.
Edición:2nd ed.
Temas:
Public relations > Handbooks, manuals, etc.
Communication in management > Handbooks, manuals, etc.
Communication in marketing > Handbooks, manuals, etc.
Relations publiques > Guides, manuels, etc.
Communication en gestion > Guides, manuels, etc.
Communication en marketing > Guides, manuels, etc.
Communication in management.
Communication in marketing.
Public relations.
Handbooks and manuals.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Cover Page
  • The Handbook of Strategic Public Relations and Integrated Marketing Communications
  • Copyright Page
  • Contents
  • Acknowledgments
  • Foreword
  • Part 1 Introduction to Public Relations and Integrated Marketing Communications
  • Chapter 1 Twenty-First Century Public Relations: The Strategic Stages of Integrated Marketing Communications
  • Chapter 2 Communications Research: Foundational Methods
  • Chapter 3 Communications Research: Dynamic Digital Methods
  • Chapter 4 Public Relations Law
  • Chapter 5 A Brief History of Public Relations: The Unseen Power
  • Chapter 6 Ethics: Grounding the Promotional Strategies of China's Tobacco Industry in Ethics
  • Part 2 Stakeholder Leadership in Public Relations
  • Chapter 7 The Stakeholder Concept: Empowering Public Relations
  • Chapter 8 The Key Stakeholders: Your Employees
  • Chapter 9 Consumer Insight in a Digital Age
  • Chapter 10 Marketing Public Relations: Cementing the Brand
  • Chapter 11 Investor Relations for Shareholder Value: Communicating with the Market
  • Chapter 12 Mergers and Acquisitions: Communications Between the Lines
  • Chapter 13 Charities and Corporate Philanthropy: Giving Back
  • Chapter 14 Government Public Information: Portal to the Public
  • Chapter 15 Broadcast Media as Broadcast Public Relations
  • Chapter 16 Digital Communities: Social Media in Action
  • Chapter 17 Global Media Relations: Traditional through 2.0
  • Chapter 18 Nongovernmental Organizations: Solving Society's Problems
  • Chapter 19 Associations: A Strong Voice
  • Chapter 20 Agencies: Managing a Global Communications Firm
  • Chapter 21 Issues Management Methods for Reputational Management
  • Chapter 22 State and Local Government Relations: Guiding Principles
  • Chapter 23 Corporate Governance: Operating as an Open Book
  • Chapter 24 Career Paths in Public Relations
  • Chapter 25 The Chief Executive Officer: The Key Spokesperson
  • Chapter 26 Crisis Communications: Brand New Channels, Same Old Static
  • Part 3 Current and Continuing Issues in Public Relations
  • Chapter 27 Sustainability for Business: A New Global Challenge
  • Chapter 28 Environmental Communication: A Matter of Relationships, Trust and Planning
  • Chapter 29 Relationship Transformation: Shifting Media Boundaries
  • Chapter 30 Reputation Management: Building and Maintaining Reputation through Communications
  • Part 4 Industries and Organizations
  • Chapter 31 The Automotive Industry: A Race to the Future
  • Chapter 32 The Aviation Industry and Civil Aviation: Flying High for Business
  • Chapter 33 The Insurance Industry: Reputation Management in Good Hands
  • Chapter 34 The Hospitality Industry: Communicating with Our Guests
  • Chapter 35 Sports Marketing: Champion Communicators
  • Chapter 36 Effective Technology Communications: Innovation that Matters

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