• Purchase Book
  • Introduction
  • Stakeholder Leadership
  • Issues
  • Industries
  • Skills

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
                  

Part 3. Current and Continuing Issues in Public Relations 

Chapter 27: Sustainability for Business: A New Global Challenge
                  Charlene Lake
                  
Tony Calandro

Chapter 28: Environmental Communications: A Matter of Relationships, Trust and Planning
                  Susan Croce Kelly

Chapter 29: Relationship Transformation: Shifting Media Boundaries
                  Kevin Clark

Chapter 30: Reputation Management: Building and Maintaining Reputation through Communications
                  Craig E. Carroll, Ph.D.

                  Stephan A. Greyser, D.B.A.
                  Elliot S. Schreiber, Ph.D.


Part 4. Industries and Organizations

Chapter 31: The Automotive Industry: A Race to the Future
                  Ray Day
                  
Steve Harris 

Chapter 32: The Aviation Industry and Civil Aviation: Flying High for Business
                  Robert P. Mark 

Chapter 33: The Insurance Industry: Reputation Management in Good Hands
                  Robert P. Gorman                  James M. Dudas

Chapter 34: The Hospitality Industry: Communicating with our Guests
                  John Wallis

Chapter 35 Sports Marketing: Champion Communicators
                  Amy D. Littleton 
                  
Steven H. Lesnik 

Chapter 36: Effective Technology Communications: Innovation that Matters
                  Edward Barbini
                  
Rob Flaherty

Chapter 37: The Entertainment Business: Lights, Cameras, Promotion
                  Rob Doughty      

Chapter 38: Healthcare:  Harmonizing the Healthcare Message
                  Richard T. Cole, Ph.D.          

Chapter 39: The Global Retail Restaurant Industry: Communications Strategies
                  Jonathan Blum 

Chapter 40: The Retail Industry: Not Your Father’s Drugstore
                  Mike Polzin

Business to Business

Chapter 41: The Pharmaceutical Industry: R&D to Rx
                  Elliot S. Schrieber, Ph.D.


Chapter 42: Consulting, Technology Services and Outsourcing: Getting a Second Opinion
                  Roxanne Taylor

Chapter 43: The Financial and Banking Industry: Investing in Our Stakeholders
                  Anonymous

Chapter 44: The Food and Beverage Industry: Catering to People’s Palates
                  Richard L. Nelson
                  
Marguerite Copel

Chapter 45: The Oil and Natural Gas Industry: Communicating in a Challenging Environment 
                  Sam Falcona

Chapter 46: Internal and External Communications in a Law Firm
                  Mark Bain


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.