The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition:
Summary: “The Handbook of Strategic Public Relations and Integrated Marketing Communications” offers a comprehensive overview of strategic communication practices in the context of public relations and integrated marketing communications (IMC). The book covers key topics such as strategic planning, audience analysis, message development, media relations, digital marketing, and campaign evaluation. It explores the integration of traditional and digital communication channels to create cohesive and effective communication strategies. With its emphasis on strategic thinking and practical application, this handbook serves as a valuable resource for communication professionals, students, and educators.
Authors: Clarke L. Caywood is among the authors of this handbook.
Publisher: McGraw-Hill Education
Publication Year: 2011
ISBN-10: 0071767468
ISBN-13: 978-0071767460