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.