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Public Relations Cases

ISBN: 9780534522360 | 053452236X
Edition: 4th
Format: Paperback
Publisher: Wadsworth Publishing
Pub. Date: 8/7/1997

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SummaryTable of ContentsAuthor Biography
The Sixth Edition of PUBLIC RELATIONS CASES 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 why select public relations cases had the effect they did. This text's excellent organization, practical and theoretical coverage of topics, and variety of cases have been its consistent strengths.
... MORE
Prefaceix
Part I Solving Public Relations Problems1(48)
Chapter 1 Public Relations in Action
3(8)
Process
5(1)
Cases
6(1)
Ethics
6(2)
The Overall Plan of This Book
8(1)
General Public Relations Readings
9(2)
Chapter 2 A Public Relations Process
11(38)
Research
12(11)
Objectives
23(6)
Programming
29(12)
Evaluating
41(2)
Summary
43(1)
Notes
44(1)
Readings on the Public Relations Process
45(4)
Part II Reaching Major Audiences49(362)
Chapter 3 Media Relations
51(62)
Research
52(3)
Objectives
55(1)
Programming
56(5)
Evaluation
61(1)
Summary
62(1)
Readings on Media Relations
63(2)
MEDIA RELATIONS CASES
65(48)
CASE 3-1 THE CLINTON HEALTH CARE PLAN: WHAT WENT WRONG?
66(10)
CASE 3-2 MASTERCARD'S SPONSORSHIP OF WORLD CUP USA '94
76(14)
CASE 3-3 RURAL FLOOD RELIEF FUND
90(7)
CASE 3-4 THE COMMEMORATION OF THE FIFTIETH ANNIVERSARY OF D-DAY
97(16)
Chapter 4 Internal Communications
113(57)
Employee Relations
114(1)
Research
114(1)
Objectives
115(1)
Programming
116(2)
Evaluation
118(1)
Summary
118(2)
EMPLOYEE RELATIONS CASES
120(21)
CASE 4-1 "JUST 2 IT!"
121(9)
CASE 4-2 RESHAPING BENEFITS AND THE CORPORATE CULTURE
130(11)
Member Relations
141(1)
Research
141(1)
Objectives
142(1)
Programming
143(1)
Evaluation
143(1)
Summary
144(1)
Readings on Internal Communications
144(3)
MEMBER RELATIONS CASES
147(23)
CASE 4-3 THE MEMBER RELATIONS PROGRAM OF THE U.S. CHAMBER OF COMMERCE
148(12)
CASE 4-4 CREDIBILITY AT STAKE: SAVING A COMMUNICATIONS PROGRAM
160(10)
Chapter 5 Community Relations
170(45)
Research
171(1)
Objectives
172(1)
Programming
173(2)
Evaluation
175(1)
Summary
175(1)
Readings on Community Relations
176(1)
COMMUNITY RELATIONS CASES
177(38)
CASE 5-1 DISNEY, TAKE A SECOND LOOK
178(13)
CASE 5-2 COLORADO SPRINGS AIRPORT OPENING
191(9)
CASE 5-3 "LIFTING THE VEIL"
200(15)
Chapter 6 Public Affairs and Government Relations
215(44)
Research
216(2)
Objectives
218(1)
Programming
219(7)
Evaluation
226(1)
Summary
227(1)
Readings on Public Affairs
228(2)
PUBLIC AFFAIRS CASES
230(29)
CASE 6-1 NEVER TAKE YOUR EYE OFF THE GOAL: HOW GRASSROOTS ACTIVISM PRESERVED THE FUNDING OF OHIO'S 250 PUBLIC LIBRARY SYSTEMS
231(10)
CASE 6-2 SPACE STATION: IT'S ABOUT LIFE ON EARTH, 1994 NATIONAL CAMPAIGN
241(8)
CASE 6-3 BALANCING SCHOOL MEALS WITH GRAINS
249(10)
Chapter 7 Investor and Financial Relations
259(30)
Research
260(1)
Objectives
261(1)
Programming
261(2)
Evaluation
263(1)
Summary
263(1)
Readings on Investor and Financial Relations
264(3)
INVESTOR RELATIONS CASES
267(22)
CASE 7-1 PROJECT WINGS--IMAGING BACK IN FOCUS
268(12)
CASE 7-2 ACX TECHNOLOGIES 1992 INVESTOR RELATIONS PROGRAM
280(9)
Chapter 8 Consumer Relations
289(36)
Research
290(1)
Objectives
291(1)
Programming
292(1)
Evaluation
293(1)
Summary
294(1)
Readings on Consumer Relations
294(2)
CONSUMER RELATIONS CASES
296(29)
CASE 8-1 "KNOW THE DIFFERENCE. HANG UP ON FRAUD"
297(10)
CASE 8-2 "EGGS ARE BACK"
307(9)
CASE 8-3 SKIN AWARENESS MONTH
316(9)
Chapter 9 International Public Relations
325(30)
Research
326(1)
Objectives
327(1)
Programming
328(2)
Evaluation
330(1)
Summary
331(1)
Readings on International Public Relations
331(3)
INTERNATIONAL PUBLIC RELATIONS CASES
334(21)
CASE 9-1 EXPLORING PORTUGAL: OPPORTUNITIES FOR U.S. BUSINESS
335(9)
CASE 9-2 COUP OR NO COUP: STRATEGIC PR HELPS BAXTER OVERCOME OBSTACLES TO ESTABLISHING A VIABLE BUSINESS IN RUSSIA
344(11)
Chapter 10 Relations with Special Publics
355(56)
Research
357(1)
Objectives
358(1)
Programming
359(1)
Evaluation
360(1)
Summary
360(1)
Readings on Special Publics
361(3)
SPECIAL PUBLICS CASES
364(47)
CASE 10-1 THROWING THE "PHONELESS" A LIFELINE: SOUTHWESTERN BELL TELEPHONE PROMOTES DISCOUNT PHONE SERVICE
365(12)
CASE 10-2 GIVE YOUR KIDS A SHOT OF LOVE
377(12)
CASE 10-3 WHEN STROKE STRIKES: THE FIRST SIX HOURS
389(9)
CASE 10-4 CHEM TV: DOW'S ANSWER FOR SPARKING STUDENT INTEREST IN SCIENCE
398(13)
Part III Emergency Public Relations411(1)
Chapter 11 Emergency Public Relations
413
Research
414(1)
Objectives
414(1)
Programming
415(3)
Evaluation
418(1)
Summary
419(1)
Readings on Emergency Public Relations
419(3)
EMERGENCY PUBLIC RELATIONS CASES
422
CASE 11-1 POWER OF THE MEDIA HELPS CARE SAVE LIVES
423(11)
CASE 11-2 PEPSI'S CRISIS RESPONSE: THE SYRINGE SCARE
434
Appendixes411(64)
I Questions for Class Discussion and Case Analysis447(3)
II Case Problems and Exercises450(15)
III PRSA Code of Professional Standards for the Practice of Public Relations465(10)
Index475
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.

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