Part 5. Practical Skills and Knowledge

Chapter 47: Changing Your Own Behavior to Enhance Behavioral Results
                  Kerry D. Tucker
                  Bill Trumpfheller

Chapter 48: Creativity: Powering Integrated Marketing Communications Ideas
                  Marty Kohr

Chapter 49: Writing for the Ear: The Challenge of Effective Speechwriting
                  Lee W. Huebner, Ph.D.      

Chapter 50: Good Writing Is Good Thinking, and Good Thinking Is Good Writing
                  George Harmon

Chapter 51: Storytelling: All Stories are True
                  Emma Caywood, MLIS      

Chapter 52: Branded Content Strategy: Meaningful Stakeholder Interaction
                  Sara E. Smith, MSIMC
                  Clarke L. Caywood, Ph.D.

Chapter 53: Immersive 3-D Virtual Worlds: Avatars at Work
                  Anders Gronstedt, Ph.D. 

Chapter 54: Global Public Relations Networks: The Efficacy and Role of Membership Organizations in Public Relations
                  Gerard F. Corbett, APR

Part 6. Conclusion

Chapter 55: The Future of Public Relations and Integrated Marketing Communications
             Clarke L. Caywood, Ph.D.