Includes bibliographical references and index.

Introduction to public relations and integrated marketing communications. Twenty-first century public relations : the strategic stages of integrated marketing communications / Clarke L. Caywood -- Communications research : foundational methods / Anders Gronstedt and Clarke L. Caywood-- Communications research: Dynamic digital methods / Clarke L. Caywood -- Public relations law / Karla K. Gower -- A brief history of public relations: The unseen power / Scott M. Cutlip and Brent Baker -- Ethics: Grounding the promotional strategies of China's tobacco industry in ethics / Cornelius Pratt -- Stakeholder leadership in public relations: The stakeholder concept: empowering public relations / Clarke L. Caywood -- The key stakeholders : your employees / Keith Burton -- Consumer insight in a digital age / Geraldine Henderson -- Marketing public relations : cementing the brand / Patricia T. Whalen -- Investor relations for shareholder value : communicating with the market / Nancy Hobor -- Mergers and acquisitions : Communications between the lines / Joele Frank -- Charities and corporate philanthropy : Giving back / John A Koten -- Government public information: Portal to the public / Brent Baker -- Broadcast media as broadcast public relations / Tim Larson and Craig Wirth -- Digital communities: Social media in action / Richard Edelman, Robert Holdheim, Mark Hass, Phil Gomes, Steve Rubel, Dereck Creevey -- Global media relations: traditional through 2.0 / Matthew P. Gonring -- Nongovernmental organizations : solving society's problems / Ray Boyer, Scott McCallum -- Associations : a strong voice / Richard P. Hanneman -- Agencies : Managing a global communications firm / Ray Kotcher -- Issues management methods for reputational management / James E. Arnold, Raymond P. Ewing -- State and local government relations: guiding principles / L. James Nelson -- Corporate governance: Operating as an open book / Ted McDougal, Kurt P. Stocker -- Career paths in public relations / Jean Cardwell, Dana Rubin -- The chief executive officer: The key spokesperson / John D. Graham -- Crisis communications : Brand new channels, same old static / Hud Englehart -- Current and continuing issues in public relations: Sustainability for business: A new global challenge / Charlene Lake, Tony Calandro -- Environmental communication: a matter of relationship, trust and planning / Susan Croce Kelly -- Relationship transformation: Shifting media boundaries / Kevin Clark -- Reputation management: Building and maintaining reputation through communications / Craig E. Carroll, Stephen A. Greyser, Elliot S. Schreiber --Industries and organizations: The automotive industry: A race to the future / Ray Day, Stephen J. Harris -- The aviation industry and civil aviation: Flying high for business / Robert P. Mark -- The insurance industry: Reputation management in good hands / Robert P. Gorman, James M. Dudas -- The hospitality industry: Communicating with our guests / John Wallis -- Sports marketing: Champion communicators / Amy D. Littleton,Steven H. Lesnik -- Effective technology communications : Innovation that matters / Edward Barbini, Rob Flaherty -- The entertainment business : Lights, cameras, promotion / Rob Doughty -- Healthcare: Harmonizing the health care message / Richard T. Cole -- The global restaurant industry: Communication strategies / Jonathan Blum --The retail industry: Not your father's drugstore / Michael Polzin -- The pharmaceutical industry: From promotion to constituency relations / Elliott S. Schreiber -- Consulting, technology services and outsourcing: An integrated approach to marketing and communications / Roxanne Taylor, Jayme Silverstone -- The financial and banking industry: Investing in our stakeholders / Anonymous -- The food and beverage industry: Catering to people's palates / Richard L. Nelson, Marguerite Copel -- The oil and natural gas industry: Communicating in a challenging environment / Sam Falcona -- Internal and external communications in a law firm / Mark Bain-- Practical skills and knowledge: Changing your own behavior to enhance behavioral results / Kerry D Tucker, Bill Trumpfheller -- Creativity: Powering integrated marketing communications ideas / Marty Kohr -- Writing for the ear: The challenge of effective speechwriting / Lee W.Huebner -- Writing for your audience matters more than ever / George Harmon -- Storytelling: All stories are true / Emma Caywood -- Branded content strategy: Meaningful stakeholder interaction / Sara E. Smith, Clarke L. Caywood -- Immersive 3-D virtual worlds: Avatars at work / Anders Gronstedt -- Global public relations networks: The efficacy and role of membership organizations in public relations / Gerard F. Corbett -- Conclusion: The future of public relations and integrated marketing communications / Clarke L. Caywood