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.

Part 2. Stakeholder Leadership in Public Relations