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

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PART 4INDUSTRIES AND ORGANIZATIONS

There are at least three loyalties in organizational life for a true communications professional: to the multiple stakeholders, to the organization and to the profession and its standards. In a perfect world, these standards would align with both the needs of the stakeholders and those of the organization.

In the stakeholder section of this book, you will discover how intense and important the relationship between communicators and stakeholders can be. You will also read, see and sense the pride that the authors have in developing educated loyalties to their organizations and professions, institutions which they help define as ethical, transparent and responsive to stakeholders. I have chosen a representative ...

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