Part 2. Stakeholder Leadership in Public Relations
Chapter 7: The Stakeholder Concept: Empowering Public Relations
Clarke L. Caywood
Chapter 8: The Key Stakeholders: Your Employees
Keith Burton
Chapter 9: Consumer Insight in a Digital Age
Geraldine Henderson
Chapter 10: Marketing Public Relations: Cementing the Brand
Patricia T. Whalen, Ph.D.
Chapter 11: Investor Relations for Shareholder Value: Communicating With the Market
Nancy Hobor, Ph.D.
Chapter 12: Mergers and Acquisitions: Communicating Between the Lines
Joele Frank
Chapter 13: Charities and Corporate Philanthropy: Giving Back
John A. Koten
Chapter 14: Government Public Information: Portal to the Public
Brent Baker
Chapter 15: Broadcast Media as Broadcast Public Relations
Tim Larson, Ph.D.
Craig Wirth
Chapter 16: Digital Communities: Social Media in Action
Richard Edelman
Robert Holdheim
Mark Hass
Phil Gomes
Steve Rubel
Chapter 17: Global Media Relations: Traditional Through 2.0
Matthew P. Gonring
Chapter 18: Non-Governmental Organizations: Solving Society’s Problems
Ray Boyer
Governor Scott McCallum
Chapter 19: Associations: A Strong Voice
Richard L. Hanneman
Chapter 20: Agencies : Managing a Global Communications Firm
Ray Kotcher
Chapter 21: Issues Management Methods for Reputational Management
James E. Arnold
Raymond P. Ewing
Chapter 22: State and Local Government Relations: Guiding Principles
L. James Nelson
Chapter 23: Corporate Governance: Operating as an Open Book
Ted McDougal
Kurt P. Stocker
Chapter 24: Career Paths in Public Relations
Jean Cardwell
Dana Rubin
Chapter 25: The Chief Executive Officer: The Key Spokesperson
John D. Graham
Chapter 26: Crisis Communications: Brand-New Channels. Same Old Static.
Hud Englehart