Reposting on new Handbook - students ratei it very high in classes at Northwestern!

The completely revised 2nd edition of The Handbook of Strategic Public Relations & Integrated Marketing Communications was published by McGraw-Hill in January 2012. There is an Amazon price reduction hardcover or Kindle. Click to order: http://amzn.to/rzVzKd

The Handbook encourages marketing and PR professionals to examine the full range of stakeholders. Chapters on sustainability, writing, speech writing, global ethics, 3D virtual worlds, storytelling, etc. should be of great value to the practitioner, management and student. With 55 chapters written by 70 industry leaders and academic authorities, the book is also designed for readers who are also looking for specific industry information (auto, finance, food, pharma, healthcare, restaurants, insurance, NGOs, energy, etc.). The auto chapter is co-written by the current CCO of Ford and the recent past CCO of GM.

The book is also developed as an inexpensive training book, textbook or professional development resource. It is supported by videos of the authors (linked with QR codes to scan), chapter questions, outlines and additional readings. It is comprehensive to serve the reader as a true handbook.

Final Table of Contents for December 15 publication of Handbook of Strategic Public Relations and IMC
McGraw-Hill calls it a "monster book". http://amzn.to/rzVzKd to buy it at a substantial discount! Acknowledgments for 56 chapters and 68 authors. There will be video, lecture outline, questions, additional readings. Professional book, trainer's book and textbook!

Clarke Caywood, Ph.D., Professor, Northwestern University

Foreword—The Importance of Public Relations
Al Golin, Chairman and Founder, Golin/Harris

Part 1. Introduction to Public Relations and Integrated Marketing Communications

1. Twenty-First Century Public Relations: The Strategic Stages of Integrated Marketing Communications
Clarke L. Caywood, Ph.D., Professor, Northwestern University
2. Communications Research: Foundational Methods
Anders Gronstedt, Ph.D., Chief Executive Officer, The Gronstedt Group
Clarke L. Caywood, Ph.D., Professor, Northwestern University
3. Communications Research: Dynamic Digital Methods
Clarke L. Caywood, Ph.D., Professor, Northwestern University
4. Public Relations Law
Karla Gower, Ph.D., Professor, Department of Advertising and Public Relations, University of Alabama
5. A Brief History of Public Relations: The Unseen Power
Scott Cutlip, Fellow, PRSA, Professor and Dean Emeritus, University of Georgia (deceased)
Brent Baker, Rear Admiral (Ret.) and Dean Emeritus, School of Communication, Boston University
6. Ethics: Grounding the Promotional Strategies of China’s Tobacco Industry in
Ethics
Cornelius Pratt, Ph.D., Professor, Department of Strategic Communication, Temple University

Part 2. Stakeholder Leadership in Public Relations

7. The Stakeholder Concept: Empowering Public Relations
Clarke L. Caywood, Ph.D., Professor, Northwestern University
8. The Key Stakeholders: Your Employees
Keith Burton, President, Insidedge
9. Consumer Insight in a Digital Age
Geraldine Henderson, Ph.D., Associate Professor, School of Business, Rutgers University
10. Marketing Public Relations: Cementing the Brand
Patricia T. Whalen, Ph.D., APR, Consultant and Educator
11. Investor Relations for Shareholder Value: Communicating With the Market
Nancy Hobor, Ph.D., Senior Lecturer, Northwestern University and Retired Senior Vice President, Communications and Investor Relations, Grainger
12. Mergers and Acquisitions: Communicating Between the Lines
Joele Frank, Founder and Managing Partner, Joele Frank, Wilkinson Brimmer Katcher
13. Charities and Corporate Philanthropy: Giving Back
John A. Koten, Founding Director of Arthur W. Page Society, and former Vice President, Corporate Communications, Ameritech
14. Government Public Information: Portal to the Public
Brent Baker, Rear Admiral (Ret.), and Dean Emeritus, College of Communication, Boston University
15. Broadcast Media as Broadcast Public Relations
Tim Larson, Ph.D., Associate Professor, Department of Communication, University of Utah
Craig Wirth, Adjunct Assistant Professor, Department of Communication, University of Utah
16. Digital Communities: Social Media in Action
Richard Edelman, President and CEO, Edelman
Robert Holdheim, Managing Director for India, Edelman
Mark Hass, President of Edelman China
Phil Gomes, Senior Vice President, Digital Integration, Edelman Digital

Steve Rubel, Executive Vice President, Global Strategy and Insights, Edelman
17. Global Media Relations: Traditional Through 2.0
Matthew P. Gonring, Vice President, Corporate Communications, Jackson National Life Insurance Company
18. Non-Governmental Organizations: Solving Society’s Problems
Ray Boyer, Communication Consultant and Owner, Boyer Media
Governor Scott McCallum, CEO, Aidmatrix Foundation

19. Associations: A Strong Voice
Richard L. Hanneman, President, Salt Institute 1986-2010
20. Agencies : Managing a Global Communications Firm
Ray Kotcher, Senior Partner and Chief Executive Officer, Ketchum
21. Issues Management Methods for Reputational Management
James E. Arnold, APR, Chief Executive Officer, Arnold Consulting Group
Raymond P. Ewing, Associate Professor Emeritus, Northwestern University, and former Corporate Communications Director, Allstate
22. State and Local Government Relations: Guiding Principles
L. James Nelson, Public Affairs Consultant
23. Corporate Governance: Operating as an Open Book
Ted McDougal, Founder and Principal, McDougal & Associates and Senior Counselor, Ketchum
Kurt P. Stocker, Director, New York Stock Exchange Regulation, Inc. and Former Chief Communications Officer, Continental Bank Corporation
24. Career Paths in Public Relations
Jean Cardwell, President, Cardwell Enterprises, Inc.
Dana Rubin, Rubin Creative
25. The Chief Executive Officer: The Key Spokesperson
John D. Graham, Chairman, Fleishman-Hillard International Communications
26. Crisis Communications: Brand-New Channels. Same Old Static.
Hud Englehart, Managing Partner, Beacon Advisors Inc. and Adjunct Professor, Integrated Marketing Communications, Northwestern University.

Part 3. Current and Continuing Issues in Public Relations

27. Sustainability for Business: A New Global Challenge
Charlene Lake, Senior Vice President, Public Affairs, and Chief Sustainability Officer, AT&T
Tony Calandro, Senior Vice President and Partner, VOX Global
28. Environmental Communications: A Matter of Relationships, Trust and Planning
Susan Croce Kelly, APR, President, Kirkpatrick International, Inc.
29. Relationship Transformation: Shifting Media Boundaries
Kevin Clark, President and Founder, Content Evolution LLC and Director, Emeritus, Brand and Values Experience, IBM Corporation

30. Reputation Management: Building and Maintaining Reputation through Communications
Craig E. Carroll, Ph.D., Associate Professor and Department Chair of Communication and Journalism Lipscomb University
Stephan A. Greyser, D.B.A., Richard, Richard P. Chapman Professor of Business Administration (Marketing/Communications), Emeritus, Harvard Business School

Elliot S. Schreiber, Ph.D., Clinical, Clinical Professor of Marketing and Executive Director of the Center for Corporate Reputation Management, Bennett S. LeBow College of Business, Drexel University


Part 4. Industries and Organizations

Business to Consumer

31. The Automotive Industry: A Race to the Future

Ray Day, Vice President, Communications, Ford Motor Company
Steve Harris, Senior Counselor, The McGinn Group, and past Vice President, Global Communications, General Motors

32. The Aviation Industry and Civil Aviation: Flying High for Business
Robert P. Mark, Chief Executive Officer, CommAvia, and Editor, Jetwhine.com
33. The Insurance Industry: Reputation Management in Good Hands
Robert P. Gorman, Principal, Robert E. Gorman Communication and Former Communication Consultant Allstate Insurance
James M. Dudas, Communications Consultant and Former Sr. Director, Allstate Insurance Company

34. The Hospitality Industry: Communicating with our Guests
John Wallis, Global Head, Marketing and Brand Strategy, Hyatt Hotels & Resorts
35. Sports Marketing: Champion Communicators

Amy D. Littleton, Vice President, KemperLesnik
Steven H. Lesnik, Founder, KemperLesnik

36. Effective Technology Communications: Innovation that Matters
Edward Barbini, Vice President of Externalof External Relations, IBM
Rob Flaherty, Senior Partner and President, Ketchum
37. The Entertainment Business: Lights, Cameras, Promotion
Rob Doughty, President, Rob Doughty Communications and past Vice President, Communications, Disney Resorts
38. Healthcare: Harmonizing the Healthcare Message
Richard T. Cole, Ph.D., Professor, Department of Advertising, Public Relations, and Retailing, Michigan State University and former Vice President, Communications, Blue Cross/Blue Shield
39. The Global Retail Restaurant Industry: Communications Strategies
Jonathan Blum, Senior Vice President, Chief Public Affairs Officer, Yum! Brands
40. The Retail Industry: Not Your Father’s Drugstore
Mike Polzin, Divisional Vice President, Corporate Communications, Walgreen Co.

Business to Business

41. The Pharmaceutical Industry: R&D to Rx
Elliot S. Schrieber, Ph.D., Clinical Professor of Marketing and Executive Director,
Center for Corporate Reputation Management, Bennett S. LeBow College of Business,
Drexel University, and former Vice President, Communications, Bayer
42. Consulting, Technology Services and Outsourcing: Getting a Second Opinion
Roxanne Taylor, Chief Marketing and Communications Officer, Accenture
43. The Financial and Banking Industry: Investing in Our Stakeholders
Anonymous
44. The Food and Beverage Industry: Catering to People’s Palates
Richard L. Nelson, Vice President, Corporate Communications, ACCO Brands Corporation
Marguerite Copel, Vice President, Corporate Communications, The Dean Foods Company
45. The Oil and Natural Gas Industry: Communicating in a Challenging Environment
Sam Falcona, former Vice President, Communications and Public Affairs, ConocoPhillips
46. Internal and External Communications in a Law Firm
Mark Bain, Global Director of Communications, Baker & McKenzie
47. Telecommunications: Connecting to and with Your Customers
Reid Walker, Vice President, Corporate Communications, T-Mobile

Part 5. Practical Skills and Knowledge

48. Changing Your Own Behavior to Enhance Behavioral Results
Kerry D. Tucker, Chief Executive Officer, Nuffer, Smith, Tucker, Inc.
Bill Trumpfheller, President, Nuffer, Smith, Tucker, Inc.
49. Creativity: Powering Integrated Marketing Communications Ideas
Marty Kohr, Faculty, Northwestern University Medill IMC, Director, Chicago 4A’s Institute of Advanced Advertising Studies, and former Advertising Practitioner, DDB, Y&R, Hal Riney and Leo Burnett
50. Writing for the Ear: The Challenge of Effective Speechwriting
Lee W. Huebner, Ph. D., Professor, George Washington University, and former Publisher and CEO, International Herald Tribune
51. Good Writing Is Good Thinking, and Good Thinking Is Good Writing
George Harmon, Professor Emeritus, Medill School of Journalism, Northwestern University
52. Storytelling: All Stories are True
Emma Caywood, MLIS, Storyteller and Storytelling Consultant
53. Branded Content Strategy: Meaningful Stakeholder Interaction
Sara E. Smith, MSIMC, Director of Business Intelligence, Room 214
Clarke L. Caywood, Ph.D., Professor and past Chair, Department of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University
54. Immersive 3-D Virtual Worlds: Avatars at Work
Anders Gronstedt, Ph.D., Chief Executive Officer, The Gronstedt Group
55. Global Public Relations Networks: The Efficacy and Role of Membership Organizations in Public Relations
Gerard F. Corbett, APR, Fellow PRSA, Founder and Chief Executive Officer, Redphlag LLC, and Chairman and President of the Public Relations Society of America, 2012

Part 6. Conclusion

56. The Future of Public Relations and Integrated Marketing Communications
Clarke L. Caywood, Ph.D., Professor, Department of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University

Appendix

More data on the growth of PR

The international public relations (PR) consultancy sector grew bigger and stronger in 2010 and is expected to grow again in 2011, according to the latest World Report from the International Communications Consultancy Organization (ICCO). Digital and social media services are playing an increasingly important role as PR gains share against other marketing disciplines, though staffing remains a challenge. The consultancy industry saw moderate or double-digit growth in 2010 in a majority of the 24 countries surveyed.
The world’s two largest markets for public relations – the US and the UK – both rebounded from a five percent decline in fee income in 2009 to record a double-digit recovery in 2010. US consultancies posted an average 11% increase in overall fee revenue, while the UK saw a 13% increase. Both also saw improvements to profitability, the UK by an average of 30%.
Western European countries saw more modest growth or nearly unchanged conditions (from -1% to +3.5%), though the Nordics and Central and Eastern European countries fared better, with average growth ranging from 5% to 12% for the year. Brazil and Russia pushed ahead with 23% and 17% increases in revenues respectively, supported by strong economic expansion in their countries. Australia grew by approximately 10%, fuelled by the increasing internationalization of public relations activities. "International PR Sector in Good Health with Double Digit Growth in 2010." Web log post.Pria.com.au. Public Relations Institute of Australia, 30 May 2011. Web. 30 May 2011. .

Table of Contents of Second Edition of The Handbook of Strategic Public Relations and Integrated Communications.

The Handbook of Stakeholder Public Relations & Integrated Communications and Marketing, Clarke L. Caywood, Ph.D. editor
McGraw-Hill, New York, Second Edition, 2011-2012

DRAFT Table of Contents
Acknowledgments
Clarke Caywood, Ph.D. Professor, Northwestern University

Preface – The Importance of Public Relations
Al Golin, Chairman and founder, Golin/Harris

Introduction to Stakeholder Public Relations and Integrated Communications and Marketing

1. Introduction to Stakeholder Public Relations & Integrated Communications and Marketing
a. Clarke L. Caywood, Ph.D. Professor, Northwestern University

2. Communications Research Methods I – Social Science Approaches
a. Anders Gronstedt, Ph.D. Chief Executive Officer, The Gronstedt Group
b. Clarke L. Caywood, Ph.D. Professor, Northwestern University

3. Communications Research Methods II - Web-based Approaches
a. Clarke L. Caywood, Ph.D. Professor, Northwestern University

4. Public Relations and Communications Law
a. Karla Gower, Ph.D., Professor, Department of Advertising and Public Relations, Director the Plank Center for Leadership in Public Relations, The University of Alabama.

5. Public Relations History and the White House
a. Scott Cutlip, Professor Emeritus, University of Georgia (deceased)
b. Brent Baker, Rear Admiral, Ret. Dean Emeritus. The School of Communications, Boston University

6. Ethics and Corporate Responsibility – China Tobacco Industry
a. Cornelius Pratt, Ph.D., Professor, Department of Strategic Communication, Temple University

Stakeholder Communications

7. The Stakeholder Concept and Mapping - Redefining Communications
a. Clarke L. Caywood, Ph.D. Professor, Northwestern University

8. Employee Relations - Key Stakeholder Communication
a. S. Keith Burton, President Insidedge

9. Consumers and Customers – Marketing’s Stakeholders
a. Geri Henderson, Ph.D. Associate Professor, School of Business, Rutgers University

10. Consumers and Third Parties - Marketing Public Relations
a. Pat Whalen, Ph.D., Consultant and Educator

11. Institutional and Individual Investors - Investor Relations
a. Nancy Hobor, Ph.D., Adjunct Professor, Northwestern University, past Vice President Communications and Investor Relations, Grainger, Inc.

12. Investment Bankers - Mergers & Acquisitions Communications
a. Joele Frank, Founder and Managing Partner, Joele Frank, Wilkinson Brimmer Katcher

13. Philanthropy - Community Charities and Corporate Giving
a. Jack Koten, Founding Director of Arthur W. Page Society, and Retired Senior Vice President of Corporate Communications, Ameritech

14. Taxpayers - Government Public Information
Brent Baker, Rear Admiral Ret., and past Dean, the College of Communications, Boston University

15. Broadcast Media Relations – New Broadcast/PR
a. Tim Larson, Ph.D., Professor, University of Utah – Salt Lake City
b. Craig Wirth, Adjunct Professor, University of Utah – Salt Lake City

16. Social Media - Communities and Advocates
a. Richard Edelman, CEO Edelman
b. Mark Haas, President, Edelman China
c. Phil Gnomes, Senior Vice President, Edelman Digital
d. Robert Holdheim, Managing Director, India Edelman
e. Steve Rubin, Executive Vice President Global Strategies and Insight, Edelman

17. Press and Global Media – Expanding Media Relations
a. Matt Gonring, Communications Consultant and past Chief Communication Officer

18. Non-Governmental Organizations (NGOs) - Running Not-for-Profits
a. Ray Boyer, Communication Consultant and President, Boyer Media
b. Governor Scott McCallum, CEO Aidmatrix Foundation

19. Industry Trade and Professional Associations – Washington Ambassadors
a. Dick Hanneman, President, Salt Institute 1986-2010

20. Agencies as Stakeholder - Partners
a. Ray Kotcher, Chief Executive Officer, Ketchum

21. Policy-Makers - Issues Management and Public Affairs
a. Jim Arnold, Chief Executive Officer Arnold Consulting Group
b. Ray Ewing- Professor Emeritus, Northwestern University, former Director, Allstate

22. Public Officials - How to Lobby
a. Jim Nelson, Chief Executive Officer, Public Affairs Consultant Nelsco, Inc.

23. Stockholders, the Board and Regulators - Governance
a. Ted McDougal, Senior Counselor Ketchum, Principle McDougal & Associates
b. Kurt Stocker, Director New York Stock Exchange Regulation, Inc.

24. Headhunters and Human Resources - Career Paths
a. Jean Cardwell, President, Cardwell Enterprises, Inc.
b. Dana Rubin, Communications Consultant

25. The CEO - Key Stakeholder Spokesperson
a. John Graham, Chairman, Fleishman-Hillard

26. Every Stakeholder - Crisis Prevention and Communications
a. Hud Englehart, Chief Marketing Officer, Rasmussen Reports, Adjunct Professor Northwestern University

Current Issues in Public Relations

27. Sustainability for Business – A New Global Challenge
a. Charlene Lake, Senior Vice President Public Affairs and Chief Sustainability Officer, AT&T
b. Tony Calandro, Senior Vice President & Partner, VOX Global

28. Environmental Challenges - Going Beyond Greenwashing
a. Susan Croce Kelly, President, Kirkpatrick International, Inc.

29. The Digital Revolution - Transforming User Experiences
a. Kevin A. Clark, President and Founder, Content Evolution LLC

30. Reputation Management - Corporate, Not Product Branding
a. Craig Carroll, Ph.D., Associate Professor, Lipscomb University
b. Stephan Greyser, Professor Emeritus, Harvard School of Business
c. Elliot Schreiber, Ph.D. Adjunct Professor, School of Business Drexel University

Business to Consumer Industries and Organizations

31. Automotive Industry - Race to the Future
a. Steve Harris, Senior Counselor, The McGinn Group and past Vice President - Global Communications, General Motors
b. Ray Day, Vice President Communications, Ford Motor Company

32. Aviation Industry and Civil Aviation - Flying for Business and Travellers
a. Rob Mark, Chief Executive Officer CommAvia and editor Jetwhine.com

33. Insurance - In Good Hands
a. Robert Gorman, Communication Consultant and past Executive Communications Leader Allstate Insurance
b. Jim Dudas, Environmental and Business Consultant

34. Hospitality Industry - We Know Our Guests
a. John Wallis, Global Head - Marketing and Brand Strategy, Hyatt

35. Sports Marketing & PR - Champion Communicators
a. Steve Lesnik, Co-Founder and Chairman, KemperSports and KemperLesnik
b. Amy Littleton, Vice President Public Relations, KemperLesnik

36. Technology and Computer Industry – Constant Innovation
a. Edward Barbini, Vice President External Relations, IBM

37. The Entertainment Industry - Disney and More
a. Rob Doughty, Communications consultant, Past Vice President Communications Disney Resorts

38. Health Care Industry – Benefits and Costs
a. Richard Cole, Ph.D. Professor and Chair Department of Advertising and PR, Michigan State University

39. Restaurant Industry – Global Stories
a. Jonathan Blum, Senior Vice President, Chief Public Affairs Officer, YUM! Brands

40. Retail Leadership - The Great American “Drugstore”
a. Mike Polzin, Divisional Vice President Corporate Communications, Walgreens, Co.

41. Telecommunications - The Unbelievable Cell Phone
a. Reid Walker, Vice President Corporate Communications T-Mobile

Business to Business

42. Pharmaceutical Industry - R&D to Rx
a. Elliot Schreiber, Ph.D. Clinical Professor of Marketing, Executive Director of the Center for Corporate Reputation Management, Bennett S. LeBow College of Business, Drexel University

43. Consulting Industry - Professional Services
a. Roxanne Taylor, Chief Marketing & Communications Officer, Accenture
b. Jayme Silverstone, Senior Director, Marketing & Communications, Accenture, Contributing author

44. Financial & Banking Industry - High Risk Brand Trust
a. Anonymous Author

45. Food & Beverage Industry – Choices and Safety
a. Marguerite Copel, Vice President, Corporate Communications and Public Affairs, President, Dean Foods Foundation
b. Rich Nelson, Vice President Corporate Communications, ACCO Brands

46. Oil & Energy Industry - High Profile
a. Sam Falcona, Vice President Communications & Public Affairs, Retired, ConocoPhillips

47. The Law – Professional Services Communications
a. Mark Bain, Global Director of Communications, Baker & McKenzie

Public Relations Practice Skills and Strategies

48. Behavioral Strategies - Patterns of Communications
a. Bill Trumpfeller, President Nuffer, Smith, Tucker Public Relations
b. Kerry Tucker, CEO Nuffer, Smith, Tucker Public Relations

49. Creativity - Powering Integrated Marketing Communications Ideas
a. Marty Kohr, Director of Chicago Institute of Advanced Advertising Studies, American Association of Advertising Agencies, Adjunct Professor, Northwestern University

50. Speechwriting - Writing for the Ear
a. Lee Huebner, Ph.D., Professor, George Washington University, former Publisher The International Herald Tribune

51. Writing for all the Media - Clearly
a. George Harmon, Professor Emeritus Northwestern University, Communications Consultant

52. Storytelling – All Stories are True
a. Emma Caywood, Storyteller, Playwright & Drama Teacher Numerator Management.com

53. News, Fake News and Owned Content – New Field for PR and Journalism
a. Sara Smith, Messaging and content strategy consultant
b. Clarke L. Caywood, Ph.D. Northwestern University

54. Virtual Meet-ups & Training – Welcome to Secondlife
a. Anders Gronstedt, Ph.D. Chief Executive Officer, The Gronstedt Group

55. Global PR Networks - Becoming a Public Relations Professional
a. Gerry Corbett, Chief Executive Officer, Founder Red Pflagg, Chairman and President of the Public Relations Society of America, - 2012

Conclusion

56. The Future of PR
a. Clarke L. Caywood, Ph.D. Professor, Northwestern University

Appendix
Author biographies
Author photos

PR will far outstrip Advertising and Promotions in job market according to Feds

The reknowned Bureau of Labor Statistics (BLS) reports in an updated study from 2009 to late 2010 that public relations (PR) will far outstrip "advertising/ promotions" in creating new managerial jobs. In fact, advertising-promotions management will decline -1.7 percent and fail to even replace the positions openned due to retirement. PR will grow 12.9%. More entry level and tactical jobs as "PR specialists" will grow 24%. A number of PR related jobs in writing will also grow (tech writers 18.2%, writers and authors 14.8%). The report will remind some readers of a popular book nearly a decade ago: Ries and Ries The Fall of Advertising and the Rise of PR in 2002.

The good news for communication professionals in PR and journalism in the first two decades of the 21st century is the growth of PR according to the Bureau of Labor Statistics. It may be surprising that even branding does not give advertising the lift some expected while corporate branding (reputation) and marketing PR for products and services branding will grow.

The negative 1.7%. means that growth in advertising and promotions management is projected to be zero from 2008 to 2018 and even jobs that exist will not be filled 100%. However, to put this BLS employment category of advertising, marketing, promotions, PR and sales management in perspective, the employment size of sales management will continue to be 6-7x that of PR and marketing management will be 3X that of PR. PR will continue to be 27% greater number of jobs than advertising and promotions and increase to 45% more by 2018. (T. Alan Lacey and Benjamin Wright Occupational Employment Projections to 2018)

For young professionals this does not mean that some of the skills and knowledge of advertising is dead but that the institution of advertising may be in decline. The same can be said for journalism. Some of the institutions of journalism may be dying but the values and skills of journalism may not be dead. In fact, the allignment of PR and journalism has long been a professional track for journalists using their gifted writing and communication skills. More on this in a future blog. At the Medill School I have offered and am planning classes to address this gap in employment and thinking. My graduate and undergraduate classes include topics in PR and marketing to cross train advetising students and journalism students. Also, remember that despite the lack of general opportunities in some fields there is always room for talented and well-educated and trained professionals in any field.
http://www.medill.northwestern.edu/faculty/imcfulltime.aspx?id=128377
http://www.amazon.com/Fall-Advertising-Rise-PR/dp/0060081988/denominatorbo-20

Is James Franco's hosting of the Oscars a new crisis case study?

From the line in the play Do the Hustle by Brett Neveu (World premiere at Writer's Theater this evening): "In life there are cons and targets". I'm a target lately. Was Oscar nominee and host James Franco stoned on global TV? http://bit.ly/f0vwGz, The fact that a bunch of 50-60 year old professionals could not figure out why Franco was doing such a bad job as Oscar host suggests the incident (and defense) should be a case study for our book chapter on crisis management. It should also be used for the crisis class taught at my school. The instant defense of Franco during the same evening is more drama. If this group of professionals who hire and admit each next generation of professionals can't figure it out, I wonder what hiring and supervisory skills we really possess.

Titles you may search in PR

I thought I would share with you the titles and searches that have expired from a confidentially posted list. Many of them would rely on a headhunter (the company pays but a headhunter you know or knows you. I know that headhunters search for opinion leaders in our field who might have published in trade, professional magazines or journals. They may have also published in books like The Handbook of Strategic PR and Integrated Communications, McGraw-Hill late Fall new issue 2011!


Dec. 8, 2010 Banks Communications Consultant 5
Nov. 12 , 2010 Insurance Communications Consultant (3)
Nov. 12 , 2010 Electronics Temp Director, Internal Communications
June 23, 2010 Insurance Director, Enterprise Communications
May 12, 2010 Candy Crisis Communication Manager
May 12, 2010 Candy Corp.Affairs Director North America Segment
May 12, 2010 Candy Corporate Affairs Internal Comms Manager
Jan. 15, 2010 Defense Director I,PR International Communications
Jan. 6, 2010 Retail Director of Digital Communications
Dec. 22, 2009 Retail Director PR and International Communications
Nov. 16, 2009 University Open Rank Faculty Position
Oct. 6, 2009 University Dean
Aug. 27, 2009 Paper Products Director of Corporate Communications

Guest Blog on Culpwrit Blog February 22, 2011

Prof Offers 20 Tips to Land Internships Reprinted from www.culprit.com
February 22nd, 2011 · 1 Comment

Clarke Caywood

As a teacher I have spent 20 years helping hundreds of graduate students secure over $3 million in tuition and fees from companies, agencies and NGOs. Through this experience of matching students with organizations, I have learned a few lessons that might help students and teachers work as teams for securing residencies as we call them.

1. Contact the human resources department or internship program directors, but personal contacts with professionals in the field are critical.
2. Use Linked-In, professional association memberships, class speakers and other contacts.
3. Write finely honed resumes, Linked-In and Facebook listings of client-based projects from courses, summer internships and previous work experience.
4. Give the company a choice of candidates (but not too many) since using resumes will make the process manageable for them and the internship team (professor and student).
5. Rely on experienced staff with relevant contacts at the university who can manage the critical details that professors seem to lose track about.
6. Build a website about the program and maybe an old fashioned brochure to allow the agency, company or NGO to show the quality of the school program to others.
7. Produce a strong video interview on YouTube, Yahoo video or Flickr as a link.
8. Use interview skill training for internship candidates.
9. Academic credit can be helpful if the professor is involved for a syllabus of expected work to evaluate the internship and intern.
10. In school-managed programs students should agree to go to the first company choosing them to avoid traditional market job competition.
11. Students should only apply and be matched to organizations that they are willing to work for.
12. For 10 weeks students should expect to work like any other employee without special requests for summer time off, weddings, etc. Work early and work late to show your willingness and passion to solve the organization’s problems.
13. Having a job description prepared by the faculty and team in advance will allow the student to get to work more quickly.
14. Treat all staff including administrative assistants with great respect–they can facilitate your productive time.
15. Seek out mentoring and learn about the organization over cups of coffee on a break or modest lunches.
16. Be prepared to do more than the assigned work when they find out you are not the typical intern even if you think you might not want to work there.
17. Plan the end of the internship carefully so that you don’t leave any work undone.
18. After you return to school send your contacts an occasional article or reading from your courses that might interest them and keep them aware of your pending graduation date,
19. Write a paper on your experience and use of course knowledge for internship credit or for publication in a trade journal.
20. When you have established your career reciprocate with internships for the next generation! Finally, I don’t believe in in “free” internships. Any company or agency can afford to pay some amount to at least cover your expenses. School programs should include securing payment for at least the course tuition. Good luck!

Clarke Caywood is Director of the Graduate Program in Public Relations in the Medill Graduate School at Northwestern University where he teaches crisis management, communications management, marketing and public relations.

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Tags: Advice from a Pro · Guest Post · Job Search
1 response so far ↓

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1 Jesse Davis // Feb 22, 2011 at 11:08 am

To start this is some great information. However, I am a college senior majoring in public relations and I am currently looking for an internship. I have been rather successful in finding the right person to talk to or take out to coffee, but I don’t know how to begin a conversation with them without looking like all I want is a job. Do you have any advice to begin to ask people if they are willing to take time out of their day to have a conversation about their job?

Another question I have is that I really like the idea of a YouTube interview video to separate myself from the rest of the applicants, but how creative or casual should you get with the video to show personality while maintaining a professional image?

Thanks for posting this blog!
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2 Clarke Caywood, Ph.D. // Feb 22, 2011 at 12:53 pm

Jesse thanks for being alert to this important blog site. Watch my Twitter site for more clues about PR at IMCPROF. People in our field seem naturally inclined to help mentor the next generation. As long as you are respectful in your request, ask interesting questions (based on your classes and readings) most PR pros will try to be helpful. The creator of this blog, Ron Culp, taught me that meeting young professionals pays off in the long run as you may have an opening for them at some point in the future. They know you want a job or internship. You know they know so just be transparent. “Do you have an opening or can you help advise and direct me toward a career in PR?" is a fair question. On Flickr or YouTube (other sites as well) I would use a digital image, on a tripod (to avoid Blair Witch Project look) with a friend (swap out). Casual but not sloppy is fine, look into the camera and say something interesting about yourself and something interesting about the field from your studies. You might mention your findings on a class project for a client. 3 minutes is enough. You might rotate the video or have two titled for a choice. See IMC residencies on YouTube though they are bit dated. Good luck!

Floating "PRournalism" Part 2 Credibility

The 2nd “C” – Credibility
How can the values of the Medill School of Journalism, the values of professional journalism and the new gyrations of the professional employment market be aligned for the 21st century beginning in 2010?
The values of journalism as stated by Medill are most visibly found in 2009 at http://ugadm.northwestern.edu/freshman/academics/medill.htm
In its teaching, Medill has always emphasized three fundamentals to media reporting: accuracy, fairness, and balance. "There is a right way, an ethical way, to present the news," says Boye. "More than anything else we want Medill graduates to have a strong appreciation that this is what good journalism is all about."
From the Poynter Institute’s tolerant publishing of G. Stuart Adam’s Notes Towards a Definition of Journalism Understanding an old craft
as an art form: “Whatever else this journalism may be … it is the product of reporting — the gathering and presentation of slices and bits of human experience and thought selected from what N. K. Llewellyn once called the “aperceptive mass of behavior.” So journalism involves, and is defined to some extent by, reporting. But it also involves criticism, or editorializing, or the conferral of judgments on the shape of things. Each of the items in the foregoing inventory — some more consciously than others — involved a judgment or an assessment of the significance or value or worth of the actions of its subjects.” http://www.poynter.org/media/product/20030123_141216_24094.pdf

After meandering about in his essay for 27 pages Adam’s finally writes: “In other words, I am trying to define journalism in terms of what it is rather than by the medium through which it is circulated. Now I am prepared to commit myself.”

He writes: “There are minimally five elements or principles of design in any piece
of journalism that, although journalism may share some of these with
other forms of expression and although the elements may be unequally
represented in individual pieces, together mark and define it. In my
view, journalism comprises distinctive elements or principles (1) of
news, (2) of reporting or evidence-gathering, (3) of language, (4) of narration, and (5) of meaning.” (p. 23).

The readers of the report are fully familiar with Adam’s often used descriptors of journalism through other Medill School 2020 planning terms. Our language is similar but richer choice of words such as storytelling, audience, engaging, news, research, writing, technology, reporting, relevant, differentiated and more..

Dean Lavine stated in 2006 on the Medill 2020 plan:

The realities of today’s media environment require an education that incorporates elements of both traditions, Lavine says. In a world of abundant choice for consumers and fierce competition for their time, journalists need to learn how to reach their audience with compelling stories and presentation, while marketers and communications students must understand how to think and write with the clarity of journalists, according to Lavine. http://www.northwestern.edu/magazine/fall2006/cover/cover/sidebar1.html
Wisely there never was a debate among reasonable, thinking adults about the need for change (only the process). Since 2006 for the journalism program and bluntly since 1989 for the IMC program the changes have been explored, tested, researched, authored, rejected, accepted and refined. As 2020 approaches, the challenge will be to build a viable alternative educational delivery system (a degree combining the content and credible values of journalism for many organizations) that may take as long as IMC has taken to be accepted – toward the year 2020.
For example, a team of communicators at Boeing Corporation operates as the internal communications staff. The team is lead by a former newspaper reporter and editor and staffed with traditional Medill journalism graduates. Their avowed goal is to “transparently communicate to the employees of Boeing” (confirm quote from October 18 2009 meeting).
The example of Boeing is prescient of the future of the need for a journalism based but more broadly targeted educational program in what could be logically, academically and professionally called: “organizational service journalism,” or organizational journalisms” While initial expressions of concern over this preliminary label seemed premature since the report had not been edited or submitted. The report offers in the appendix a combination and permutation of 2925 other phrases constructed from 27 possible degree title words selected from this study. The final choice should be the faculties
The values of the press including “freedom of expression” (Emerson, Fuchs 1992) do not apply only to the traditional news press. It may be time, again, to label the various estates related to the 4th estate of the press and journalism to clarify the richer list of “estates” available to the modern graduate... The discussion above from Adam and Lavine, established that journalism in this discussion is a not simply an organization but a highly professional intellectual process. From this discussion it is fair to suggest that the elements of journalism may be found and logically practiced in any number of institutions or estates.
Given the complex role of so many institutions from the historical 1st-4th Estates it might be reasonable to note the shifts of power and communications to the 1st through the 9th Estates. Therefore, the loss of credibility and the need to restore it for the new estates and old ones. The incumbent expectation of the provision of content may indeed make the new estates “more important than them all."
From the corporate and other organizational concept of transparency in financial, social and other reporting to the shifting search of employees, voters, investors and general public to non-traditional journalism sources for news and news like content, we have a caldron perfect for a more diverse and richly segmented communications “soup”.
William Baker calculates a very high level of unemployment among traditional news journalists: “There's no doubt that news in America is in trouble. Of the 60,000 print journalists employed throughout the nation in 2001, at least 10,000 have lost their jobs, and last year alone newspaper circulation dropped by a precipitous 7 percent. Internet, network and cable news employ a dwindling population of reporters, not nearly enough to cover a country of 300 million people, much less keep up with events around the world. It is no longer safe to assume, as the authors of the Constitution did, that free-flowing news and information will always be available to America's voters.” http://www.thenation.com/doc/20091012/baker
Baker’s government take-over (NPR, PBS) or foundation solution in The Nation may be just one of the “too big (or important) to fail” solutions to changing journalism’s future:
“Saving journalism might seem like an entirely new problem, but it's really just another version of one that Americans have solved many times before: how do we keep a vital public institution safe from the ups and downs of the economy? Private philanthropy and government support are the two best answers we have to this question.” http://www.thenation.com/doc/20091012/baker
The balance of this report has a modest suggestion of a more balanced, likely and institution building approach to advancing journalism as a provider of credible content.
Proposals for Program Research
Initial paper was shared with a dozen members of the leading elite organizations in public relations - Arthur W. Page Society (www.awpagesociety.com). The select group represents professional PR who led the communications function in corporations with $3,000,000 in sales and the top official of leading PR agencies. Members are selected for life-time appointments.
Several of the reviewers are also current or former adjunct professors in the Medill School of Journalism (IMC Department). The proposal was also read by selected members of the Medill faculty’s journalism educators (full-time) as well as full-time members of the IMC Department. Several graduate students in Journalism and IMC were asked for their opinion.

China Times Blogs and Tweets on Crisis Leadership

China Times Blogs and Tweets on Crisis Leadership

I would have posted this blog and a number of Tweets from Xiamen and Shanghai, but I was blocked from teaching Chinese business leaders some modern lessons of history in crisis management and leadership.
My weekend of teaching and two days of conversations with my colleagues in China were limited by my addiction to using the web for teaching and examples. My access to Youtube for teaching my class of Executive MBAs was also prevented. I tried to locate equivalent videos of the CEO of Mattel apologizing to the Chinese government and to the people of China, but the videos so readily available via Youtube were not available on more than one China site. It was a shame because I really wanted to help the 33 business leaders (age 35-55) who own their own firms or are CEOs of others that crisis management can be taught and practiced by observing the mistakes of others. Naturally, there was a lot of “news” about Tiger Woods that gave me an opportunity to provide instruction on a failed crisis leadership display 1. He did not respond in a timely fashion, 2. He did not apologize, 3. He did not respond personally (except through an “announcement” on his website. 4. He was not forthcoming about the real issues in even a slightly transparent manner, 5. Even after an initial delay of 2 days and later of 5 days; we do not know what he really wants us to know. And, obviously a man with over 7 million Google “hits” cannot ask for privacy or to be left alone. Tiger, like the Hong Kong movie star Edison Chen, “hunter” VP Dick Cheney, David Letterman, Jack Welch, Governor Blagovich of Illinois, or the officers of any publicly traded company cannot expect privacy. They are now all “public figures” in the broadest sense. The business leaders in China that I know (over 1,000 whom I have educated and trained) now know that they are public figures (hard for many corporate officers all over the world to accept). They are especially “public” if they make, distribute, sell or retail high risk and high visibility products or services: toys, food, pharmaceuticals, cars, cosmetics, products with long directions of operation, education, legal services, health care and others. They are also at risk if they make or market products for the elderly, children, women, the poor, disabled, uneducated, and more.

I wish the Chinese government would allow educators and others to access the lessons of history so that their citizens will not repeat the mistakes of the West.

Missing the Roast

Missing the Roast
You know the kind of roast I mean. The one where Shekie Green and Dean Martin and a bunch of rat pack type comics “honor” one of their own with quips and friendly insults. Maybe, just maybe, a classier form of the tradition is the annual Washington D.C. Press Association roast of the President. Sometimes, the roast in D.C. is a little too close to the policy bone, sometimes it creates new comic heroes (Steven Colbert of Northwestern). Some years it should just be cancelled when even the press and the president can’t seem to put any distance between their actions, their points of view (GW Bush) and their funny bones. The Northwestern University version of this oddly American tradition is the nearly annual Integrated Marketing Communications Department Roast of the faculty by the graduate students. I believe it would be fair for me to say that I encouraged the first of the roasts in 1991. However, the tradition may have come and gone and come again over the years in Medill. The PR group at that time listened to me when I told them (as they got upset with our classes, exams, class schedules, technology failures, late hours - sound familiar?) to “write it down and then get us later at a roast”. They liked the idea. I liked the idea of deferring the pain (hoping some of the stories would be lost).

I am a bit worried as I sit typing this unpostable blog in China (see China blog above) in the Pudong Airport (see UAL above) that I will miss the roast at 2 p.m. today (of course I am flying east and gain a day). I think that the students have two versions of each sketch (a tough one and a tougher one). The tough one is meant for the professor when he is in the audience. It is tough enough (pictures of me and Albert Einstein as a comparison….of our both having “bad hair years”). Now I can handle that jab (I have had to for many years). However, I think they have a double tough version if the professor is foolish enough to be out of town or trapped in Shanghai.
My prediction for this year’s roast is that one way or another; I will be roasted for teaching them the value of the on-line software – SecondLife. I thought I might send my avatar to the roast but that would incur more jibs and jabs (jibjab.com). I must not have explained it well enough last January that millions of productive business hours (and even more wasted personal hours for netizens) are used on SecondLife. My favorite use is not to role play, change gender or drink and smoke but to attend lectures and meetings where (like IBM, Gronstedt Group and dozens of leading universities you can hold classes and discussions). I just hope that the roasters are not too mean (I can take it), but I may have the last roast the first time I attend a meeting, seminar with them and their bosses on SecondLife (or Thirdlife). Enjoy, I am sorry I am not there, but I promise to watch the illegally recorded video posted on Youtube!

PS I ran into some IMCers in the airport in Chicago and, sure enough, my profile was all done in avatar!

Teaching communications in MBA programs may be moot

Reference to debate over more PR being taught in MBA programs athttp://www.awpagesociety.com/awp_blog/comments/pr_education_a_most_un_businesslike_proposition1/

This is one of the longest discussions we have had on the evergreen topic. Given the economic realities of the market and the cost of education; I will argue that we may be too late to even include communications in business schools. First, I have some history for you.

Our A.W. Page B-School Committee has debated the topic for over a decade with all the frustrations demonstrated above. At a personal level most of you know that I moved from teaching at the Business School at Wisconsin-Madison to the Medill School of Journalism. With a joint doctorate in Business Management and in Journalism Mass Communications (PR and Advertising and similar joint undergraduate work), I was recruited to teach graduate PR, marketing and management. Our goal was to create the new Integrated Marketing Communications program in response to chaos in the industry and in Schools of Journalism and Communications. We knew that we could offer the best of a business management degree since we had been on the campus long before Kellogg and could make an agreement to use communications as the strategic field of study. We received a great deal of valued publicity when our work was attacked by the biggest academic names in Communications and PR for “getting in bed with marketing”.

We have not looked back since that time and have given students tremendous opportunities to use communications as a strategic advantage in business and complex organizations. Our agreement with the Kellogg School of Management (including joint appointments for IMC faculty there and in Engineering) have given our students a competitive advantage. Our students are “terminal degree” candidates with business and political experience like MBAs who don’t want to use the masters as a pre-doctoral degree. At Medill IMC we now offer a program for undergraduates in IMC with PR since Kellogg does not have an undergraduate degree (they have a very small certificate program for some undergrads).

However, in the business schools and other professional schools; the issue has dramatically changed. The private schools may face the issue of “return-on-investment” for a professional graduate degree not being worth the risk. Even the “pubvate” schools (a term for public schools that are no longer substantially supported by state aid) are raising tuition and fees more rapidly than the private schools. The issue is compounded the failure of state taxpayers and legislators to support higher education but to still muddle in the work of the university. For example, only 20% of the support for the University of Ilinois-Urbana is from state funding. The private schools like Northwestern consider all pubvates direct competitors for federal money, grants, alumni dollars, tuition. At many private schools and increasing numbers of pubvates tuition costs for an MBA or IMC degree exceed a reasonable payback period. I am developing a website “widget” for students to calculate before returning to school the real costs and benefits of a professional graduate degree. The breakeven point on the degree can be over a decade which means that many students may never pay back the degree costs from their career income. They also still have loans outstanding from their undergraduate work which I do not challenge with the ROI message. While education has some non-fiscal values, we are asking the same questions that allowed the preparation of economic impact and social impact statements on national and state legislation. My preliminary conclusions are that the only business related graduate degree that has a potentially positive ROI is a part-time degree that allows the student to work and avoid the opportunity costs of leaving their income producing job.

We can worry about communications being a critical function in business (and I agree) but the key issues are whether your companies will 1. support education and training for your employees, 2. how students can repay outrageous business degree costs (compared to your degree costs many years ago), 3. support higher wages for professional degree holder from MBA and IMC programs to get the talent you want, 4. support extensive research (not just case studies) on the real value of communications in business decision-making, crisis management, political risks to business, etc.

By Clarke L. Caywood, Ph.D. on October, 02 2009

"Fat American comes to Lijiang" My favorite headline

I wasn't happy with the title that showed up in China. This was not the title for the original article in the Chicago Tribune. Still it reminds me to stay fit.


Fat American comes to Lijiang
Lijiang, China
Flag of China
Monday, Jun 09, 2008 23:07

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Good to see the Olympic sponsors getting some leverage with their marketing.



www.chicagotribune.com/news/local/chi-olympictorchjun10,0,3796738.story
chicagotribune.com
Northwestern professor to carry university name during run with Olympic torch in China

By Jodi S. Cohen

Tribune reporter

7:22 PM CDT, June 9, 2008

As a Northwestern University communications professor, Clarke Caywood knows something about effective marketing.

So when he carries the Olympic torch Tuesday in China, he isn't going to miss an opportunity to promote the Northwestern brand. Though Olympic officials rejected his idea to hold a Medill School of Journalism banner, Caywood still plans to carry something with the Northwestern name.

He also plans to use the experience as a marketing opportunity when he returns to the United States, perhaps by starting his classes and corporate lectures with pictures of him running with the torch.

"What professor wouldn't like Olympic background music when they open their lectures?" said Caywood, who teaches in the integrated marketing communications program.

"When I give talks to industry and professional organizations, I will certainly put some of this in there as a metaphor for high achievement," he said from Lijiang, China.

Caywood, who has been a visiting professor at several Chinese universities, was invited to be a torchbearer by Samsung Corp., one of the relay sponsors. There will be more than 2,300 torchbearers during the flame's remaining 41/2-month journey to the August Olympics in Beijing, according to Samsung.

The relay has not been the "Journey of Harmony" that Chinese officials envisioned. In San Francisco, London, Paris and elsewhere, the relay was marked by pro-Tibet demonstrations and protests over China's human rights record. The relay also was suspended to mourn China's earthquake victims.

Caywood views the protests as a shrewd communications technique.

"The people involved with the Tibetan issue have a right to find an ongoing event and try to use it as a way to get their story told," he said. "In marketing, we sometimes recommend that, a co-branding."

Northwestern professor Tom Collinger, chairman of integrated marketing communications, said the school has been developing relationships with Chinese universities and businesses. Twenty students are working at companies there this summer, he said, and about 50 percent of the program's students are international, many from Asian countries.

While in China last week, Caywood lectured for the fifth time at Sun Yat-sen University, speaking to the business school's graduate students about crisis and risk management. He also participated in a seminar on building environmental awareness.

Collinger said Caywood has been instrumental in developing Medill's programs in public and media relations, and crisis communications.

"He has really been very much the leader of that area of our curricula," Collinger said.

On Tuesday, Caywood said he expects to run about 200 meters, or about half the length of a standard high school track. Though not a far distance, he said he has worried about getting winded or falling.

"My students will read this and they'll say, 'Clark is OK, but he is a little overweight,' " he said. "At one point, they were talking about running on cobblestone streets, and I thought, 'Oh great, I'll be the guy who falls.' "