The Handbook of Strategic Public Relations and Integrated Marketing Communications
Name/Title
The Handbook of Strategic Public Relations and Integrated Marketing CommunicationsTags
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An authoritative, comprehensive background about every aspect of the communication business.Context
Clarke L. Caywood is a communications scholar and professor. Caywood discusses how public relations has moved beyond its self-defined role of building "relations" to integrating relationships between an organization and its publics. He goes on to explain that public relations is naturally focused on communications as its strategic advantage and knowledge base and the field of communications has exploded because of the emergence of social media.Category
Public Relations