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

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