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The Handbook of Strategic Public Relations and Integrated Communications (Hardcover)

by Clarke Caywood (Author) "Welcome to the brave new world of careers in public relations!..." (more)
Key Phrases: broadcast media relations, media relations professionals, public relations research, United States, New York, Andersen Consulting (more...)

4.5 out of 5 stars See all reviews (8 customer reviews)

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Editorial Reviews

Product Description
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!

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: 9.9 x 7 x 1.2 inches
Shipping Weight: 2.6 pounds (View shipping rates and policies)

Average Customer Review: 4.5 out of 5 stars See all reviews (8 customer reviews)

Amazon.com Sales Rank: #210,505 in Books (See Bestsellers in Books)

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Inside This Book (learn more)

First Sentence:
Welcome to the brave new world of careers in public relations! Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
broadcast media relations, media relations professionals, public relations research, integrated marketing communications, public relations practice, video news release, public relations professionals, public relations practitioners, deicing salt, international public relations

Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, New York, Andersen Consulting, World War, Food Lion, Northwestern University, San Francisco, Associated Press, Philip Morris, The Wall Street Journal, White House, United Airlines, Diet Pepsi, Los Angeles, San Diego, United Kingdom, General Motors, Ivy Lee, North America, Chicago Tribune, Englewood Cliffs, Hong Kong, Prentice Hall, President Clinton, Big Mac

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Books on Related Topics | Concordance | Text Stats

Citations (learn more)

This book cites 60 books:

On Writing Well, 25th Anniversary: The Classic Guide to Writing Nonfiction by William K. Zinsser on page 546, and page 553
Influencing Public Attitudes: Strategies That Reduce the Media's Power by James E. Lukaszewski on page 423, and page 433
Integrated Marketing Communications: Putting It Together & Making It Work by Don E. Schultz in Front Matter, and page 93
Drawing on the Right Side of the Brain by Betty Edwards on page 559, and page 563
Theories of Creativity (SAGE Focus Editions) by Dr. Mark Andrew Runco on page 562, and page 563

See all 60 books this book cites

5 books cite this book:

Managing Activism: A Guide to Dealing with Activists and Pressure Groups by Denise Deegan on page 5
A Complete Guide to Overcome "No Canadian Experience" by Obi Orakwue on page 358
Entrepreneur Magazine's Ultimate Small Business Marketing Guide: Over 1500 Great Marketing Tricks That Will Drive Your Business Through the Roof by James Stephenson on page 202
Media Selling: Broadcast, Cable, Print, and Interactive by Charles Warner on page 277
The Marketer's Guide to Public Relations in the 21st Century by Thomas L. Harris in Back Matter

Books on Related Topics (learn more)

Public Relations by Dan L Lattimore

Discusses:

Primer of Public Relations Research by Don W. Stacks Phd

Discusses:

Public Relations Writing by Donald F. Treadwell

Discusses:

Ongoing Crisis Communication by W. Timothy Coombs

Discusses:

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Customer Reviews

8 Reviews

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4.5 out of 5 stars (8 customer reviews)

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Most Helpful Customer Reviews

61 of 66 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

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!

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15 of 20 people found the following review helpful:

5.0 out of 5 stars Wide-Ranging and Super Informative, August 21, 2002

By A Customer

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.

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12 of 16 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)

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.

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Most Recent Customer Reviews

5.0 out of 5 stars Good Transaction
He/she was a good seller and I received the item within a reasonable amount of time and it was in good condition.

Published 5 months ago by Stephanie M. Gruner

5.0 out of 5 stars The Handbook of Strategic Public Relations and Integrated Communications
I think this is one of the most comprehensive and cientific book on Public Relations and communications. Read more

Published on September 26, 2005 by Raul Legaspi Sauter

5.0 out of 5 stars The nature of change
A fantastic overall look at the history of public relations. This book looks indepth at public relations as well as the more recent developments of issues and cris management.

Published on April 7, 2005 by Thomas Murrell

1.0 out of 5 stars A Tough Read
Evidently, this book does not target people starting out in Public Relations. I am a VP of Marketing in a start-up company looking to get some feel for the value of PR. Read more

Published on August 29, 2003 by Tim Young

5.0 out of 5 stars can't put it down
it is fascinating, informative, interesting to read, and very very very useful.

Published on May 25, 1999

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