Everything you need to create a 21st-century public relations strategy, with international case studies from companies in the US, Spain, South Africa, Indonesia and Russia, including Royal Caribbean, Edelman Public Relations, 3M Scotch and the Marriott Hotel Group. Contents includeNot Just PR: PR strategy in a management context; PR's Place on the Board: A core governance role; Reputation management in a celebrity-driven society; Internal Communication: Employees as ambassadors; Beyond ?Customer is King: ? Sales and marketing promotion; Media Relations: A borderless world view; Research Methods: Measures and motives; and The Ethical Dimension: A moral imperative.

创建21世纪公共关系战略所需的一切，包括来自美国、西班牙、南非、印度尼西亚和俄罗斯的公司的国际案例研究，包括皇家加勒比、埃德尔曼公共关系、3M Scotch和万豪酒店集团。内容不仅包括公关：管理语境下的公关策略；公关在董事会中的地位：核心治理角色；名人驱动社会中的声誉管理；内部沟通：员工担任大使；超越？顾客为王：？销售和市场推广；媒体关系：无国界的世界观；研究方法：措施和动机；道德层面：道德的必要性。