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The handbook of strategic public relations & integrated communications / [edited by] Clarke L. Caywood.

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New York : McGraw-Hill, c1997.

Public relations.

Communication in management.

Communication in marketing.

xxvi, 574 p. : ill. ; 26 cm.

Introduction. Twenty-first century public relations : the strategic stages of integrated communications / Clarke L. Caywood -- Career paths in public relations / Jean Cardwell -- The unseen power : a brief history of public relations / Scott M. Cutlip -- The role of research in public relations strategy and planning / Anders Gronstedt -- Global and local media relations / Matthew P. Gonring -- Broadcast media relations / John A. Bace -- Integrated marketing public relations / Thomas L. Harris -- Investor relations for shareholder value / Nancy A. Hobor -- Labor relations : union-management relations and negotiations / Mary C. Moster, Terence Franklin -- Connecting with consumers / Lisa Fortini-Campbell -- The strategic uses of corporate philanthropy / John A. Koten -- Issues management : managing trends through the issues life cycle / Raymond P. Ewing -- A strategic approach to crisis management / Kurt P. Stocker -- Environmental issues in public relations : a matter of credibility / Susan Croce Kelly -- Media transformation and the practice of public relations / Kevin A. Clark -- Managing a diverse workforce in a changing corporate environment / Marilyn Laurie -- Maintaining effective client-agency partnerships / David R. Drobis, John W. Tysse -- Ethical implications of corporate communications / Cornelius B. Pratt, Kihyun Shin -- Making the CEO the chief communications officer : counseling senior management / John D. Graham -- Excellence in public relations / Larissa A. Grunig -- The role of public relations in mergers and acquisitions / Stan Sauerhaft -- Public relations in the food and beverage industry / Richard L. Nelson -- Image management through public relations in the insurance industry / Robert E. Gorman, James M. Dudas -- Public relations and the pharmaceutical industry / Elliot S. Schreiber -- The personal care products industry and public relations / Leah Landolfi -- Marketing and communications in the management consulting industry / James E. Murphy -- The role of public relations in the hospitality industry / John Wallis -- Public relations for high-technology industries / Michael Shore -- A practical guide to sports marketing and public relations / Steven H. Lesnik, Howard Schacter -- Public relations and communications in the publishing industry / Jackie Saunders Goettsch -- Harmonizing the healthcare message / Richard T. Cole -- Public relations in government / Brent Baker -- Public relations and communications for nonprofit organizations / Ray Boyer -- Public relations and communications for associations / Richard L. Hanneman -- Changing your own behavior to enhance behavioral results / Kerry D. Tucker, Larry Nuffer -- The value of effective speechwriting / Lee W. Huebner -- Clear writing for public relations practitioners / George Harmon -- The big idea : creativity in public relations / Sandra E. Moriarty -- The future of integrated communications and public relations / Clarke L. Caywood.

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