Description

The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, is a gathering of 70 of the brightest, most influential figures in the field. It includes 27 new chapters as well as 44 new authors addressing since the last edition: the use of social media in business, demanding and growing stakeholder relationships and a new era of openness and transparency to protect reputations and brands and to prevent crises. Providing best practices for 28 key industries, the handbook is conveniently organized into thematic sections: Introduction to Public Relations and Integrated Communications research, history, law and ethics, Stakeholder Leadership in Public Relations crisis management, employees, investors, consumers, press, corporate philanthropy and digital communities, Current and Continuing Issues in Public Relations business sustainability, environmental communications, and reputation and brand management, Industries and Organizations: Business-to-Consumer and Business-to-Business automotive, aviation, insurance, hospitality, healthcare, consulting, financial, food, law and energy.

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General Information  
Author(s)Caywood
PublisherMcGraw Hill
ISBN9781259027635
Pages924
LanguageEnglish
Publish YearJanuary 2012