Public Relations Practices : Managerial Case Studies and Problems
ISBN: 9780132341363 | 0132341360
Edition: 7thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 11/9/2007
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For undergraduate and graduate courses in Public Relations. Written by two of the most respected individuals in the field, Public Relations Practices, 7/e, presents timeless case studies to help future practitioners develop agility in the principles and applications of effective two-way communications likely to confront them and their employer.
Written by two of the most respected and honored individuals in the field, this definitive casebook of actual real-life public relations situations serves as a reference and... MORE
Written by two of the most respected and honored individuals in the field, this definitive casebook of actual real-life public relations situations serves as a reference and... MORE
| Preface | p. x |
| The Purposes of Public Relations | p. 1 |
| How Public Relations Deals with Problems and Opportunities | p. 9 |
| Employee Relations | p. 22 |
| Investing in Employees Pays Off | p. 31 |
| Southwest Airlines-Where Fun, LUV, and Profits Go Hand-in-Hand | p. 34 |
| Creating a Collaborative, Employee-Driven Vision for the Future: Atlantic Southeast Airlines | p. 38 |
| Kodak Communic... MORE | p. 43 |
| What Price "Good" Employee Relations? | p. 46 |
| Keeping Merger Havoc at Bay | p. 48 |
| Community Relations | p. 49 |
| A Classic: Chemical Industry Takes Responsibility for Community Concerns | p. 56 |
| Community Relationships Maintained During Hospital Closing | p. 64 |
| The Struggle for Nuclear Power | p. 68 |
| Nuclear Waste Goes Down the Drain | p. 78 |
| Grassroots Efforts Save a Historic Piece of Land | p. 87 |
| One Company's Battle Resurrected in a Hollywood Movie: What Is the Best Defense? | p. 91 |
| Helping Isn't Always Easy | p. 93 |
| Adjusting to a Change in Command | p. 94 |
| Bringing the Community to Consensus | p. 95 |
| Investor Relations | p. 96 |
| A Classic: On Wall Street, Inside Information Is Profitable | p. 103 |
| Bankruptcy: Communicating for Future Success | p. 111 |
| A City Divided: SDG&E Takeover | p. 115 |
| A Classic: Established Relationships Save a Landmark Company | p. 120 |
| Can an Annual Report Please Everyone? | p. 128 |
| Here Comes That Man Nader, Again | p. 129 |
| Planning the Annual Meeting with a Twist | p. 130 |
| Consumer Relations | p. 131 |
| Firestone: A Recall Revisited | p. 138 |
| Texas Cattlemen Versus Oprah Winfrey | p. 144 |
| A Classic: Tylenol Rides It Out and Gains a Legacy | p. 147 |
| Intel Pays High Price for Losing Focus | p. 154 |
| Wine Bar Needs Positioning | p. 157 |
| Good Intentions, Bad Results | p. 157 |
| Turning Customer Complaints to Customer Delight | p. 159 |
| Media Relations | p. 160 |
| There's a Syringe in My Pepsi Can! | p. 170 |
| Alar and PR: Getting to the Core of the Apple Problem | p. 176 |
| GM Versus NBC: A Corporate Crisis of Explosive Proportions | p. 186 |
| A Classic: Building Media Relationships That Pay | p. 193 |
| Universal Studios Florida: Riding "Rat Lady" to Halloween Success | p. 200 |
| Employer Interests and Media Interests in Conflict | p. 203 |
| Dealing with the Media in a Sticky Situation | p. 205 |
| Public Issue Campaigns and Debates | p. 207 |
| Rights and Choices-For Whom? | p. 216 |
| Take Your Choice-Tobacco or Health | p. 222 |
| Guns-For Whom? For What? | p. 233 |
| United Way and the Boy Scouts of America: A Question of Funding | p. 244 |
| A Classic: Free the Texas Shopper! | p. 250 |
| Mothers Against Drunk Driving-MADD | p. 254 |
| Smokeout Can Be a Hot Potato | p. 261 |
| Refereeing a New Kind of Game | p. 262 |
| Anticipating Emerging Issues | p. 264 |
| Crisis Management | p. 265 |
| Hurricane Katrina: A Disaster from Beginning to End | p. 271 |
| A Classic: Bhopal-A Nightmare for Union Carbide | p. 279 |
| A Classic: When Positive Actions Don't Result in Positive Perceptions | p. 285 |
| Holden Heights Hostage Crisis | p. 290 |
| Trouble in the Pews: The Catholic Church and Child Molestation | p. 294 |
| The West Virginia Mine Disaster: An Emotional Roller Coaster and Public Relations Train Wreck | p. 301 |
| When Associates Disagree in Handling an Emergency | p. 304 |
| What to Do When an Employee's Problems Affect the Company | p. 305 |
| Standards, Ethics, and Values | p. 306 |
| Corporate Ethics-Armstrong Williams | p. 317 |
| A Classic: Baby Formula Raises Questions | p. 320 |
| Corporate Social Responsibility and Ethics: Nike's Labor Practices Under Scrutiny | p. 332 |
| Dow Corning and Breast Implants: Dealing with the Perception of Deception | p. 340 |
| Whether to Blow the Whistle | p. 347 |
| Write the Truth or "Make Us Look Good"? | p. 348 |
| Index | p. 349 |
| Table of Contents provided by Ingram. All Rights Reserved. |
