The Handbook of Strategic Public Relations and Integrated Communications

Book description
As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more important--or more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!

Author's review


As the media grow more ruthless, the role of public relations becomes increasingly complex and critical. Savvy business people know that how a company conveys and maintains its image has never been more important-or more challenging.

The Handbook of Strategic Public Relations & Integrated Communications is the definative resource for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications. As a communication professional or manager in the field, you will get 37 information-packed chapters authored by the best minds in the business and covering cutting-edge topics, tips and techniques such as:


Career paths in public relations

Broadcast media relations

Investor relations for shareholder value

The strategic use of philanthropy

A planned and strategic approach to crisis communications

Ethics in public relations and corporate communications

The role of public relations in mergers and acquisitions