The handbook of strategic public relations & integrated communications
- 其他作者: Caywood, Clarke L.,
- 出版: New York : McGraw-Hill ©1997.
- 稽核項: 1 online resource (xxvi, 574 pages) :illustrations.
- 標題: Electronic books. , BUSINESS & ECONOMICS Business Communication -- General. , Business CommunicationGeneral. , Communication en gestion. , Public Relations , Relations publiques. , public relations. , Communication in management. , BUSINESS & ECONOMICS , Public relations. , Communication en marketing. , Communication in marketing.
- ISBN: 0071379061 , 9780071379069
- ISBN: 0786311312
- 試查全文@TNUA:
- 附註: Includes bibliographical references and index. 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. Murph
- 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=51946
- 系統號: 005294463
- 資料類型: 電子書
- 讀者標籤: 需登入
- 引用網址: 複製連結
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 important--or 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
來源: Google Book
來源: Google Book
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