FREE SHIPPING BOTH WAYS
ON EVERY ORDER!
LIST PRICE:
$64.67

Sorry, this item is currently unavailable.

Public Relations Cases

ISBN: 9780534514327 | 0534514324
Edition: 5th
Format: Paperback
Publisher: Wadsworth Publishing
Pub. Date: 6/2/2000

Why Rent from Knetbooks?

Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!

Top 5 reasons to order all your textbooks from Knetbooks:

  • We have the lowest prices on thousands of popular textbooks
  • Free shipping both ways on ALL orders
  • Most orders ship within 48 hours
  • Need your book longer than expected? Extending your rental is simple
  • Our customer support team is always here to help
SummaryTable of ContentsAuthor Biography
The Fifth Edition continues to study examples of public relations by following the author's philosophy that great PR comes from interactive participation among sources and receivers of information. The text walks students through the evaluation of excellent case studies and helps students to understand why select public relations cases had the effect they did.
Prefacevi
Part I Solving Public Relations Problems1(48)
Public Relations in Action
3(8)
Process
... MORE5(1)
Cases
6(1)
Ethics
6(2)
The Overall Plan of This Book
8(1)
Keys to Success
9(1)
General Public Relations Readings
9(2)
A Public Relations Process
11(38)
Research
12(11)
Objectives
23(6)
Programming
29(12)
Evaluation
41(2)
Summary
43(1)
Teach Your Methods Well
44(1)
Notes
45(1)
Readings on the Public Relations Process
45(4)
Part II Reaching Major Audiences49(354)
Media Relations
51(56)
Research
52(3)
Objectives
55(1)
Programming
56(5)
Evaluation
61(1)
Summary
62(1)
Media Relations on the Cheap
63(1)
Readings on Media Relations
63(3)
Media Relations Cases
66(41)
Titanic Video Launch
67(9)
Sea-Ing Double: How Princess Cruises Made Identical Ships Newsworthy
76(7)
Maytag Neptune High-Efficiency Washer Introduction
83(15)
Legendary Football Coaches Commemorative Stamps
98(9)
Internal Communications
107(50)
Employee Relations
108(1)
Research
108(1)
Objectives
109(1)
Programming
110(2)
Evaluation
112(1)
Summary
112(1)
Face to Face
113(1)
Employee Relations Cases
114(17)
``Just 2 It''
115(9)
Healthy Heart and Soul
124(7)
Member Relations
131(1)
Research
131(1)
Objectives
132(1)
Programming
133(1)
Evaluation
133(1)
Summary
134(1)
Readings on Internal Communications
134(3)
Member Relations Cases
137(20)
The Air Force Association---Member Relations
138(10)
World Vinyl Forum
148(9)
Community Relations
157(36)
Research
158(1)
Objectives
159(1)
Programming
160(2)
Evaluation
162(1)
Summary
162(1)
Riding the Rails
163(1)
Readings on Community Relations
163(2)
Community Relations Cases
165(28)
Come Home: The Return to Central Library
166(11)
Colorado Springs Airport Opening
177(9)
The Collectors
186(7)
Public Affairs and Government Relations
193(44)
Research
194(2)
Objectives
196(1)
Programming
197(7)
Evaluation
204(1)
Summary
205(1)
Public Affairs in the Digital Age
206(1)
Readings on Public Affairs
206(2)
Public Affairs Cases
208(29)
Revision 12: The Campaign to Close the Gun Show Loophole in Florida
209(9)
Ryobi 4-Cycle: The Future Is Clear
218(9)
Balancing School Meals with Grains
227(10)
Investor and Financial Relations
237(37)
Research
238(1)
Objectives
239(1)
Programming
239(2)
Evaluation
241(1)
Summary
241(1)
Publicly Relating to Investors
242(1)
Readings on Investor and Financial Relations
242(3)
Investor Relations Cases
245(29)
Creating Confidence in a Corporate Turnaround
246(17)
Repositioning the Scotts Company
263(11)
Consumer Relations
274(52)
Research
275(1)
Objectives
276(1)
Programming
277(1)
Evaluation
278(1)
Summary
279(1)
Keeping the Consumers Happy
279(1)
Readings on Consumer Relations
279(3)
Consumer Relations Cases
282(44)
Benecol Pre-Launch: Laying the Foundation for Phenomenon
283(12)
Maxwell House Build a Home America
295(11)
Making Science Make Sense
306(13)
Wamoola Madness: American Meets the New $20 Bill
319(7)
International Public Relations
326(34)
Research
327(1)
Objectives
328(1)
Programming
329(3)
Evaluation
332(1)
Summary
332(1)
Bon Voyage!
332(1)
Readings on International Public Relations
332(5)
International Public Relations Cases
337(23)
Lucent Branding Success in Latin American---An Integrated Approach
338(11)
Restoring Confidence in Korea During the Asian Financial Crisis
349(11)
Relations with Special Publics
360(43)
Research
362(1)
Objectives
363(1)
Programming
364(1)
Evaluation
365(1)
Summary
365(1)
Segmenting Special Publics---Pros and Cons
366(1)
Readings on Special Publics
366(4)
Special Public Cases
370(33)
Visa ``Read Me a Story''---Addressing America's Reading Crisis
371(14)
Your Thyroid: Gland Central---Putting Thyroid Disease on the Fast Track
385(10)
Hispanic Cheese Education Campaign
395(8)
Part III Emergency Public Relations403(40)
Emergency Public Relations
405(38)
Research
406(1)
Objectives
406(1)
Programming
407(4)
Evaluation
411(1)
Summary
411(1)
Oh My Goodness!
412(1)
Puttin' the Pieces Back Together!
412(1)
Readings on Emergency Public Relations
412(3)
Emergency Public Relations Cases
415(28)
The Houston Chemical Complex
416(16)
Pepsi's Crisis Response: The Syringe Scare
432(11)
Part IV Beyond Public Relations: Integrated Marketing Communications443(30)
Integrated Marketing Communications
445(28)
Research
446(2)
Objectives
448(1)
Programming
448(1)
Evaluation
449(1)
Summary
449(1)
Notes
449(1)
IMC in the Real World
450(1)
Readings on Integrated Marketing Communications
450(2)
Integrated Marketing Communications Cases
452(21)
Best Drive in the Game
453(11)
Montgomery Country's Composting Program
464(9)
Appendix I Questions for Class Discussion and Case Analysis473(3)
Appendix II PRSA Code of Professional Standards for the Practice of Public Relations476(10)
Index486
Jerry A. Hendrix (Ph.D., Loursiana State University) teaches at the School of Communication, American University in Washington, D.C. He is an accredited member of the Public Relations Society of America.

Related Products


  • Public Relations Cases
    Public Relations Cases
  • Public Relations Cases
    Public Relations Cases
  • Public Relations Cases
    Public Relations Cases
  • Public Relations Cases
    Public Relations Cases
  • Public Relations Cases
    Public Relations Cases
  • Public Relations Cases With Infotrac
    Public Relations Cases With In...
  • Public Relations Cases, 8th Edition
    Public Relations Cases, 8th Ed...


Please wait while this item is added to your cart...