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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.
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!
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.
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
The Routledge Handbook of Strategic Communication provides a comprehensive review of research in the strategic communication domain and offers educators and graduate-level students a compilation of approaches to and studies of varying aspects of the field. The volume provides insights into ongoing discussions that build an emerging body of knowledge. Focusing on the metatheoretical, philosophical, and applied aspects of strategic communication, the parts of the volume cover: • Conceptual foundations, • Institutional and organizational dimensions, • Implementing strategic communication, and • Domains of practice An international set of authors contributes to this volume, illustrating the broad arena in which this work is taking place. A timely volume surveying the current state of scholarship, this Handbook is essential reading for scholars in strategic communication at all levels of experience.
As the media grow more ruthless, the role of public relations becomes increasingly complex and critical. Savvy business people 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 Communication is the definitive resource 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.
Net/pickton to find additional valuable teaching and learning materials. David Pickton is Head of the Marketing Department at Leicester Business School, De Montfort University. Amanda Broderick is Senior Lecturer in Marketing and Head of Research in the Marketing Group at Aston Business School.
Providing a practical and concise introduction to agency life, this text gives an insight into the day-to-day operations of a professional PR firm and offers best practice for creating a successful PR career.
Public Relations Campaigns: An Integrated Approach introduces you to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools you will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help you develop practical skills for creating more effective PR campaigns. You are given multiple opportunities to practice and build your skills throughout the book by learning how to incorporate the PESO model—Paid media, Earned media, Social media, and Owned media. The PESO model helps students understand the importance of creating integrated campaigns that coordinate PR efforts with both advertising and marketing. Key Features The book offers a timely focus on the PESO model and its use in integrated campaigns, providing students with an understanding of today’s best practices in PR. Numerous case studies and exercises throughout the book aid in a deeper understanding of how research, perspective, and insights can be leveraged in public relations campaigns. Real-world information including sample PR plans with budgets prepare students for success in their future careers.
The Public Relations Strategic Toolkit provides a structured approach to understanding public relations and corporate communications. The focus is on professional skills development as well as approaches that are widely recognised as 'best practice'. Original methods are considered alongside well established procedures to ensure the changing requirements of contemporary practice are reflected. Split into four parts covering the public relations profession, campaign planning, corporate communication and stakeholder engagement, this textbook covers everything involved in the critical practice of public relations in an accessible manner. Features include: definitions of key terms contemporary case studies insight from practitioners handy checklists practical activities and assignments Covering the practicalities of using traditional and social media as well as international considerations, ethics, and PR within contexts from politics to charities, this guide gives you all the critical and practical skills you need to introduce you to a career in public relations.