The Handbook of Strategic Public Relations and Integrated Communications

Front Cover
Clarke Caywood
McGraw Hill Professional, May 1, 1997 - Business & Economics - 574 pages
2 Reviews

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 important­­or 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 inside the book

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Career Paths in Public Relations
3
The Role of Research in Public Relations Strategy and Planning
34
Chapter 18
58
Copyright

26 other sections not shown

Common terms and phrases

References to this book

All Book Search results »

About the author (1997)

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Bibliographic information