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.
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.