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Public Relations Cases

ISBN: 9780495050285 | 0495050288
Edition: 7th
Format: Paperback
Publisher: Cengage Learning
Pub. Date: 5/3/2006

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SummaryTable of Contents
Primarily using Public Relations Society of America award-winning cases, PUBLIC RELATIONS CASES presents a clear theoretical grounding in the major areas of public relations. Using the ROPE process model (research, objectives, programming, and evaluation), the authors keep students focused on the strategic elements of exemplary communications campaigns. The case studies provide glimpses into best practices for public relations campaigns as recognized by professionals in the field. The cases all use a strategic communications model where clearly... MORE
Prefaceix
PART I SOLVING PUBLIC RELATIONS PROBLEMS
1(50)
Public Relations in Action
2(10)
... MORE
Process
4(1)
Cases
4(1)
New Technology
5(1)
Ethics
6(2)
The Overall Plan of This Book
8(2)
General Public Relations Readings
10(1)
General Trends Affecting Public Relations
11(1)
A Public Relations Process
12(39)
Research
13(12)
Objectives
25(6)
Programming
31(12)
Evaluation
43(2)
Summary
45(1)
Notes
46(1)
Readings on the Public Relations Process
47(4)
PART II REACHING MAJOR AUDIENCES
51(316)
Media Relations
52(43)
Research
53(3)
Objectives
56(1)
Programming
57(6)
Evaluation
63(1)
Summary
64(1)
Note
64(1)
Readings on Media Relations
64(5)
Media Relations Cases
Case 3-1 Promoting and Positioning the Grand Opening of the National Museum of the American Indian
69(9)
Case 3-2 How Will You Remember September 11?
78(10)
Case 3-3 Shedd Sharks Go Wild
88(7)
Internal Communications
95(56)
Employee Relations
96(1)
Research
96(1)
Objectives
97(1)
Programming
98(2)
Evaluation
100(1)
Summary
100(1)
Readings on Employee Relations
101(4)
Employee Relations Cases
Case 4-1 The Bucket Brigade: Creating Employee Loyalty through Corporate Philanthropy
105(10)
Case 4-2 Trinity Health Retirement Redesign: Communicating Benefit Changes
115(9)
Case 4-3 Wheel of Fortune
124(7)
Member Relations
131(1)
Research
131(1)
Objectives
132(1)
Programming
133(1)
Evaluation
134(1)
Summary
134(1)
Readings on Member Relations
134(2)
Member Relations Cases
Case 4-4 It's Up to Us. It's Up to You
136(7)
Case 4-5 Driving for Quality Care
143(8)
Community Relations
151(32)
Research
152(2)
Objectives
154(1)
Programming
155(1)
Evaluation
156(1)
Summary
157(1)
Readings on Community Relations
157(3)
Community Relations Cases
Case 5-1 Dr. Martin Luther King, Jr. Library---Check It Out!
160(9)
Case 5-2 Barberton Citizens Hospital: Keep Barberton Healthy
169(7)
Case 5-3 Dare to Care About the Air
176(7)
Public Affairs and Government Relations
183(45)
Research
184(2)
Objectives
186(1)
Programming
187(8)
Evaluation
195(1)
Summary
196(1)
Readings on Public Affairs
197(4)
Case 6-1 A Record Gift to NPR: Keeping Good News from Going Bad
201(9)
Case 6-2 Standing Up for Consumer Choice---The SB 1648 Battle
210(9)
Case 6-3 Save Our Doctors Protect Our Patients: The Maryland Miracle
219(9)
Investor and Financial Relations
228(22)
Research
229(1)
Objectives
230(1)
Programming
230(2)
Evaluation
232(1)
Summary
232(1)
Readings on Investor and Financial Relations
233(3)
Investor Relations Cases
Case 7-1 New Beginnings: Recovering from Tragedy; Unlocking the Value
236(6)
Case 7-2 Navigating Through a Current of Uncertainty: Getting Aquila Back on Solid Ground
242(8)
Consumer Relations
250(24)
Research
251(1)
Objectives
252(1)
Programming
252(2)
Evaluation
254(1)
Summary
255(1)
Readings on Consumer Relations
255(3)
Consumer Relations Cases
Case 8-1 A Stronger Way to Sell Appliances
258(9)
Case 8-2 Lay's Stax Challenge
267(7)
International Public Relations
274(43)
Research
275(1)
Objectives
276(1)
Programming
277(2)
Evaluation
279(1)
Summary
280(1)
Readings on International Public Relations
280(4)
International Public Relations Cases
Case 9-1 Convincing the World That Film Processing Matters---The Launch of Kodak Perfect Touch Processing
284(15)
Case 9-2 The Electronic Product Code: From Concept to Commercialization in One Year
299(10)
Case 9-3 IDRC Merges with NACORE: The Launch of CoreNet Global
309(8)
Relations with Special Publics
317(50)
Research
319(1)
Objectives
320(1)
Programming
321(1)
Evaluation
322(1)
Summary
322(1)
Readings on Special Publics
323(3)
Special Publics Cases
Case 10-1 A Fashionable Red Alert Warns Women of The Heart Truth
326(14)
Case 10-2 REBEL: New Jersey's New Youth Antitobacco Movement
340(16)
Case 10-3 The Shutterfly Soiree
356(11)
PART III EMERGENCY PUBLIC RELATIONS
367(28)
Emergency Public Relations
368(27)
Research
369(1)
Objectives
369(1)
Programming
370(4)
Evaluation
374(1)
Summary
374(1)
Readings on Emergency Public Relations
375(3)
Emergency Public Relations Cases
Case 11-1 Protecting Consumer Confidence in U.S. Beef: A Success Story
378(9)
Case 11-2 San Diego Wildfires 2003
387(8)
PART IV BEYOND PUBLIC RELATIONS
395(40)
Integrated Marketing Communications
396(39)
Research
397(1)
Objectives
398(1)
Programming
399(1)
Evaluation
400(1)
Summary
400(1)
Notes
400(1)
Readings on Integrated Marketing Communications
400(3)
Integrated Marketing Communications Cases
Case 12-1 Diabetes for Life Campaign
403(10)
Case 12-2 The Healthy Potato---Relaunching America's Favorite Vegetable in the Atkins Era
413(11)
Case 12-3 Break a Treaty, Break the Law
424(11)
Appendix I: Questions for Class Discussion and Case Analysis435(3)
Appendix II: PRSA Member Code of Ethics 2000438(9)
Index447

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