Chapter 1: Twenty-First Century Public Relations: The Strategic Stages of Integrated Marketing Communications
This first Handbook chapter lays the groundwork for the importance of public relations with a definition and showing that it is a field that involves all stakeholders. Possible stakeholders are enumerated. There are different levels of integration within PR, such as the industry and competitive level, global societal integration, and PR process integration. Finally, there is a definition and discussion of integrated
marketing communications and how this fits into the field of public relations.
Clarke Caywood Biography