IMC Faculty

Clarke  Caywood

Sector Head, PR and Corporate Communications; Professor

Clarke L. Caywood is Director of the Graduate Program in Public Relations and past chair of the Department of Integrated Marketing Communications in the Medill Graduate School at Northwestern University. Professor Caywood teaches graduate classes in crisis management, communications management, marketing and public relations.

Caywood has published numerous articles and book chapters on advertising and marketing, as well as research on values in contemporary advertising and integrated marketing communications. He is a leading speaker on the use of databases for media and print tracking for public relations and marketing. He has used dedicated and Internet on-line content and metric systems for research since 1968 including his doctoral work. Professor Caywood is editor of the best-selling Handbook of Strategic Public Relations & Integrated Communications (McGraw Hill, 1997). He is also the editor of the Handbook of Communications in Corporate Restructuring and Takeovers for Prentice-Hall and co-author of a seminal national American study of integrated communications for the American Association of Advertising Agencies and the Association of National Advertisers.

Clarke has been a business consultant and trainer for Emerson Electric and to IBM Corporation on integrated marketing and marketing communications as well as several other organizations including the National Association of Printing Leadership, Biz360, Wisconsin Milk Marketing Board, Dairy Management Inc., Advocate and Centura Health Care. Professor Caywood is a widely recognized speaker and trainer for business, web marketing conferences and trade associations. During the national political elections he speaks on political advertising and communications. He has spoken to audiences in Nigeria, Sweden, China and the U.S. on political advertising. He has worked in politics as a speechwriter and assistant to a former Wisconsin Governor as well as legislative liaison to a former Attorney General. He managed the immediate past Lieutenant Governor and Governor’s first successful statewide campaign in Wisconsin. He is a visiting scholar and instructor for the Institute for Media and Entertainment in New York City.

Clarke has taught as a member of the full-time faculty in the marketing department of the Graduate School of Business of the University of Wisconsin at Madison as well as the Graduate Business College at Marquette University in Milwaukee, Wisconsin.

He is also publisher and founder (1991) of the Journal of Integrated Marketing Communications.

Education

Dr. Caywood holds a joint doctorate from the Graduate School of Business and the Graduate School of Journalism and Mass Communications (Advertising/Public Relations) from the University of Wisconsin at Madison (1986) and a graduate degree in Public Affairs from the Lyndon B. Johnson School, University of Texas at Austin (1972). He holds a B.B.A. from the University of Wisconsin-Madison (1969).

Office

MTC 3-101

Phone

847.491.5011

Email

c-caywood@northwestern.edu

Course Info

Marketing Public Relations: Past client-consulting projects performed by students for Coca-Cola, Aidmatrix, Whirlpool, etc.

European Perspectives IMC Class: two-week business trip to visit and interview 30+ firms in London and Paris.

Communication Strategies and Tactics: Editing and writing challenges across the IMC disciplines including writing for newer media.

Crisis and Issues Management Seminar with students doing in-depth examination of current crises.

Stakeholders, Communities and Non-Market Forces: New course looking at off- and on-line relationships using Web 2.0 and the future.

Research

in Calder, "The Future of Public Relations," Kellogg on Advertising and Media, Wiley (2008).

Caywood, Clarke. “People Performance Measured at NWU”,Corporate Public Issues and Their Management, Vol. XXVI, No. 4 April 2004.

The Customer Management Scorecard: Managing CRM for Profit, Woodcock, Neil; Stone, Merlin; Foss, Bryan, Publisher: Kogan Page, “The role of customer information management and usage in best practice customer management” - Dave Irwin, Clarke Caywood and Iain Henderson, 2003.

Institute of Public Relations, International Conference on Research, Proceedings, “New Metrics for Public Relations: A Call for Research”

The highly successful “Handbook for Strategic Public Relations and Integrated Communications” will be republished. The book was the top seller in its category of “PR” for several years.

“New Media Metrics for Internal Marketing Communications” for Harvard Communications Publication.

Publications/Presentations
1. Board of Editors member, Journal of Interactive Advertising 2000-present
2. Ad Hoc Reviewer Journal of Marketing, Journal of Advertising 1995-present
3. Founder, reviewer and publisher for the Journal of Integrated Marketing Communication, 1991-present
4. Keynote speaker (2004) to National Black Public Relations Society, Chicago
5. Speaker (2004) Hitachi National Brand Meeting, San Francisco, CA.
6. Speaker (2004) National Healthcare Conferences, CCDHCC/TETHIC/HCRIC
7. Washington, D.C. and Las Vegas Nevada
8. Speaker (2004) Biz360, National training program, San Mateo, CA.
9. Speaker (2004) for National Public Relations Association, NYC for two sessions, including 4 hour training session
10. Speaker to Council of PR Firms, NYC, 2004
11. Speaker (2004) Northwestern Alumni Club, Medill Clubs in NYC, Detroit and LA on politics
12. Speaker and Seminar Leader (2004) Tellabs Corporation, Evanston
13. Speaker (2004) to the Michigan State Public Relations Society, Pontiac
14. Speaker/Panel (2004) Technology Conference Public Relations Society of America, Philadelphia
15. Speaker 2003 and 2004) to the Notre Dame Corporate Communications Conference, South Bend
16. Speaker (2004) to the Research Committee of the Council of PR Firms, NYC
17. Speaker (2004) Webinars for BIZ360 on PR Measurement, from Evanston
18. Speaker (2004) Webinars for Bank of America on PR Measurement, Charlotte.
19. Speaker/Seminar Leader (1999-2004) for National Association for Printing Leadership (Chicago and Milwaukee)
20. Speaker and Seminar Leader (1996-2003) National Association of Investor Relations, Evanston
21. Speaker (2004) International Association of Business Communicators, Los Angeles Speaker
22. Debate on the Presidential Advertising for NU, NYC, Detroit, Los Angeles, Chicago
23. Multiple appearances on Fox, CBS, ABC and NBC TV in Chicago on the Presidential debates, Fall 2004.
24. Appearances on WTTW, public television, Chicago Tonight 2003 and 2004 (and 2005)

Awards / Professional Organizations

  • One of the Most Influential 100 PR People of the 20th Century, PRWeek (October 18, 1999)
  • One of the Top 10 Outstanding Educators in 2000, PRWeek (February 7, 2000)
  • Educator of the Year, Public Relations Society of America (2002-2003)
  • Sales and Marketing Educator Award, Sales and Management Executives - Chicago Chapter

 

Professor Caywood is a member of the American Academy of Advertising, the American Marketing Association, the Public Relations Society of America (PRSA) and a number of other professional societies. He is a past member of the Board of eMarket World (a web marketing conference company) and Vice President of the firm (2000-2001). He is a past Trustee and a member of the Arthur W. Page Society as well as a past member and co-chair of the national awards committee of the PRSA.

He is also publisher and founder (1991) of the Journal of Integrated Marketing Communications. He is a former trustee of the Museum of Contemporary Art in Chicago and former member of the Board of Governor’s of the Chicago Symphony.