The Handbook of Strategic Public Relations and Integrated Communications [Hardcover]

Clarke Caywood (Author)

Book Description

ISBN-10: 0786311312 | ISBN-13: 978-0786311316 | Publication Date: May 1, 1997 | Edition: 1

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!

Editorial Reviews

About the Author

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

Product Details

• Hardcover: 574 pages
• Publisher: McGraw-Hill; 1 edition (May 1, 1997)
• Language: English
• ISBN-10: 0786311312
• ISBN-13: 978-0786311316
• Product Dimensions: 10.4 x 7.3 x 1.3 inches
• Shipping Weight: 2.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #11,883 in Books (See Top 100 in Books)
  • #6 in Books > Business & Investing > Marketing & Sales > Public Relations
  • #29 in Books > Business & Investing > Marketing & Sales > Advertising
  • #49 in Books > Business & Investing > Reference

More About the Author

Clarke Caywood is Professor of Integrated Marketing Communications and Public Relations at Northwestern University. He is editor of the best selling Handbook of Strategic Public Relations & Integrated Marketing Communications (1997) and 2nd edition (McGraw-Hill 2012) and the Handbook of Communications in Corporate Restructuring and Takeovers (Prentice Hall, 1992). He was named by PRWeek as one of the most influential 100 PR people of the 20th century, and was named Educator of the Year by the Public Relations Society of America in 2002-2003.

He holds a joint doctorate from the Graduate School of Business and the Graduate School of Journalism and Mass Communications from the University of Wisconsin-Madison (1986), a graduate degree in Public Affairs from the Lyndon B. Johnson School, University of Texas at Austin (1972) and a BBA from the University of Wisconsin-Madison (1969). He has taught in the marketing department of the Graduate School of Business of the University of Wisconsin at Madison as well as the Graduate Business College at Marquette University in Milwaukee, Wisconsin.

Professor Caywood is a leading speaker on crisis management and the use of databases for media and print tracking for public relations and marketing. He is a visiting scholar and instructor for the Graduate School of Business of Sun Yat-sen, Xiamen, Zhejing and Nanjing Universities.

Customer Reviews

Most Helpful Customer Reviews

65 of 70 people found the following review helpful:

5.0 out of 5 stars Excellent resource for new and experienced practitionners!, February 29, 2000

By A Customer

This review is from: The Handbook of Strategic Public Relations and Integrated Communications (Hardcover)

The Handbook of Strategic Public Relations & Integrated Communications is an excellent resource for both new and experienced PR and communications professionals. You will love it for: the concrete and practical real-world (and all over the world) examples, the original and implementable guidelines and tips, the explanations of the theory (without being too theoretical!), and the thoughtful analysis of future trends by highly respected professionals and academics. If you don't have time to take a course, then read this book!

19 of 23 people found the following review helpful:

5.0 out of 5 stars Wide-Ranging and Super Informative, August 20, 2002

By A Customer

This review is from: The Handbook of Strategic Public Relations and Integrated Communications (Hardcover)

The Handbook of Strategic Public Relations and Integrated Communications is a thorough piece of work that covers the entire gamut of the public relations industry, from dealing with clients to dealing with the media, from crises to working with marketing.

An extremely useful guide, it is not quite as up-to-date with the latest in the technological age. For that, Michael Levine's Guerrilla PR: Wired is an excellent supplement. Not as wide-ranging as the Handbook, Guerrilla PR: Wired zeroes in on cost-effective public relations strategies and tactics.

The Handbook of Effective Public Relations and Integrated Communications has numerous well-respected members in the public relations and marketing fields contributing their wisdom and experience, letting everyone know what the higher ranking people have learned, the tools to success.

16 of 19 people found the following review helpful:

5.0 out of 5 stars A GREAT BOOK FOR EVERYONE IN THE BUSINESS, January 15, 2002

By 

Raul Baz Suarez (Santo Domingo, Dominican Republic) - See all my reviews
(REAL NAME)   

This review is from: The Handbook of Strategic Public Relations and Integrated Communications (Hardcover)

The Handbook of Strategic Public Relation & Integrated Communications gives simple and understanding examples for every chapter; It even explains the historical background of public relations which helps a lot to understand the evolution of the PR industry.
The book describes, in a superficial but clear way, every activity in the PR business; From investor relations to crisis management, The Handbook of Strategic Public Relation & Integrated Communications will give the basics for the PR profession.