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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 1TWENTY-FIRST CENTURY PUBLIC RELATIONS: The Strategic Stages of Integrated Marketing Communications

Clarke L. Caywood, Ph.D.Professor and Past Chairman, Department of Integrated Marketing CommunicationsMedill School of Journalism, Media, Integrated Marketing CommunicationsNorthwestern University

Since the last time I edited this book, public relations (PR) practitioners have continued their efforts to build strong leadership for businesses and other complex organizations. These continued efforts to integrate at several levels of business and society will create more integrated management processes, protecting and preserving the reputation of the organization and its stakeholders. In the past decade, public relations has moved beyond its ...

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