The Handbook of Strategic Public Relations and Integrated Marketing Communications, 2nd Edition

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 of 70 of the brightest, most influential figures in the field. It includes 27 new chapters as well as 44 new authors addressing the major changes in the field 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

Each section highlights specific case studies and examples to illuminate exactly how to plan and execute different methods for optimum results. The book concludes with a section on the future of the industry?developing issues, trends and roles of public relations and integrated communications.

Use The Handbook of Strategic Public Relations and Integrated Marketing Communications to position your company, your brand and yourself for success for many years to come.

Acknowledgments
Foreword

Part I : 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 II : 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 III : Current and Coutinuing 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 IV : 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
Chapter 37 : The Entertainment Business : Lights, Cameras, Promotion
Chapter 38 : Health Care : Harmonizing the Healthcare Message
Chapter 39 : The Global Restaurant Industry : Communications Strategies
Chapter 40 : The Retail Industry : Not Your Father's Drugstore
Chapter 41 : The Pharmaceutical Industry : From Promotion to Constituency Relations
Chapter 42 : Consulting, Technology Services and Outsourcing : An Integrated Approach to Marketing and Communications
Chapter 43 : The Financial and Banking Industry : Investing in Our Stakeholders
Chapter 44 : The Food and Beverage Industry : Catering to People's Palates
Chapter 45 : The Oil and Natural Gas Industry : Communicating in a Challenging Environment
Chapter 46 : Internal and External Communications in a Law Firm

Part V : Practical Skills and Knowledge
Chapter 47 : Changing Your Own Behavior to Enhance Behavioral Results
Chapter 48 : Creativity : Powering Integrated Marketing Communications Ideas
Chapter 49 : Writing for the Ear : The Challenge of Effective Speechwriting
Chapter 50 : Writing for Your Audience Matters More Than Ever
Chapter 51 : Storytelling : All Stories are True
Chapter 52 : Branded Content Strategy : Meaningful Stakeholder Interaction
Chapter 53 : Immersive 3-D Virtual Worlds : Avatars at Work
Chapter 54 : Global Public Relations Networks : The Efficacy and Role of Membership Organizations in Public Relations

Part VI : Conclusion
Chapter 55 : The Future of Public Relations and Integrated Marketing Communications

Contributors
Index