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The Handbook of Strategic Public Relations and Integrated Communications By Clarke L. Caywood ( McGraw-Hill )
Release Date: 1997-05-01
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List Price: $59.95
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Product 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 importantor 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!
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 The Handbook of Strategic Public Relations and Integrated Communications ( rlegaspius )
I think this is one of the most comprehensive and cientific book on Public Relations and communications.
As a practical PR professional I have learned through this book from the ABCs of PR to some of the most advanced subjects on PR and communications.
It has been very relevant for me to have the historical background of PR in order to understand the fundamentals of my professional practice as well as to become concious of the breath of the PR and communications application to business and government.
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The nature of change ( tom8m )
A fantastic overall look at the history of public relations. This book looks indepth at public relations as well as the more recent developments of issues and cris management.
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 A Tough Read ( tim.young@proxima-tech.com )
Evidently, this book does not target people starting out in Public Relations. I am a VP of Marketing in a start-up company looking to get some feel for the value of PR. I found this book utterly unintelligible. I was also irritated by the constant reference to `clarity of communication' - advice that the author clearly ignores. Why is `plain English' considered to be such a crime? After reading this on a 3 hour flight from Denver to New York, I was none the wiser about PR and given the significant weight of the book, decided to leave it on the plane. This is a text for PR academics.
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Wide-Ranging and Super Informative
The Handbook of Strategic Public Relations and Integrated Communications is a thorough piece of work that covers the entire gamut of the public relations industry, from dealing with clients to dealing with the media, from crises to working with marketing.An extremely useful guide, it is not quite as up-to-date with the latest in the technological age. For that, Michael Levine's Guerrilla PR: Wired is an excellent supplement. Not as wide-ranging as the Handbook, Guerrilla PR: Wired zeroes in on cost-effective public relations strategies and tactics. The Handbook of Effective Public Relations and Integrated Communications has numerous well-respected members in the public relations and marketing fields contributing their wisdom and experience, letting everyone know what the higher ranking people have learned, the tools to success.
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A GREAT BOOK FOR EVERYONE IN THE BUSINESS ( rulobaz )
The Handbook of Strategic Public Relation & Integrated Communications gives simple and understanding examples for every chapter; It even explains the historical background of public relations which helps a lot to understand the evolution of the PR industry.
The book describes, in a superficial but clear way, every activity in the PR business; From investor relations to crisis management, The Handbook of Strategic Public Relation & Integrated Communications will give the basics for the PR profession.
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