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Public Relations Practices

ISBN-10: 0133127648
ISBN-13: 9780133127645
Edition: 8th 2014
List price: $194.00 Buy it from $66.00
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Description: MARKET: Directed primarily toward undergraduate marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. Written by two of the most respected individuals in the field, Public  More...

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Book details

List price: $194.00
Edition: 8th
Copyright year: 2014
Publisher: Pearson Education
Publication date: 12/29/2012
Binding: Hardcover
Pages: 288
Size: 7.50" wide x 9.25" long x 0.50" tall
Weight: 1.518
Language: English

MARKET: Directed primarily toward undergraduate marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. Written by two of the most respected individuals in the field, Public Relations Practices 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.

Rye, NH; Senior Counsel & Partner; Jackson Jackson & Wagner

Preface
The Purposes of Public Relations
How Public Relations Deals with Problems and Opportunities
Employee Relations
Cases
Communicating Through Acquisition: Southwest Airlines Takes on AirTran and Blends Employee Cultures
Buffeted by Management Changes and a Rocky Economy, a strategic Communication System Keeps Employees Focused
Establishing the Organization Culture under a New Leader Early: How 100-Day Plans Work
Producing Good Employee Ambassadors Means Educating Effectively: Kaiser Permanente Makes the Effort
Problems
What Price "Good" Employee Relations?
Keeping Merger Havoc at Bay
Community Relations
Cases
A Classic: Chemical Industry Takes Responsibility for Community Concerns
Community Relationships Maintained During Hospital Closing
The Struggle for Nuclear Power
Driving Community Behavior to Save Energy and the Environment
Problems
Helping Isn't Always Easy
Adjusting to a Change in Command
Bringing the Community to Consensus
Investor Relations
Cases
Bankruptcy: Communicating for Future Success
Aflac Gives Shareholders a Say on Pay
Money Smart Week�: Getting America to Spend Wisely
When Actions of a Few Can Lead to Organizational Failure; What Is PR to Do?
Problems
Can an Annual Report Please Everyone?
Here Comes That Man Nader, Again
Planning the Annual Meeting with a Twist
Consumer Relations
Cases
Chevrolet Ditches the Traditional for Unprecedented Campaign to Attract New, Millennial Buyers
Firestone: A Recall Revisited
Johnson & Johnson Then and Now: How Handling a Crisis Can Make or Break a Reputation
Marriott Cultivates Customer Relationships
Toyota: Growing Too Fast, Responding Too Slowly
Problems
A Wine Bar Needs Positioning
Good Intentions, Bad Results
Turning Customer Complaints to Customer Delight
Media Relations
Cases
The Role of the Media and Public Relations in Negotiating Public Policy- Real Salt Lake Builds City Stadium in Utah
Social Media and Activism: Anyone Can Now Easily Play
There's a Syringe in My Pepsi Can!
Universal Studios Florida: Riding "Rat Lady" to Halloween Success
Problems
Employer Interests and Media Interests in Conflict
Dealing with the Media in a Sticky Situation
Public Issue Campaigns and Debates
Cases
Rights and Choices-For Whom?
Take Your Choice-Tobacco or Health
Guns-For Whom? For What?
United Way and the Boy Scouts of America: A Question of Funding
Mothers Against Drunk Driving-MADD
Problems
A Smokeout Can Be a Hot Potato
Refereeing a New Kind of Game
Anticipating Emerging Issues
Crisis Management
Cases
Trouble in the Pews: The Catholic Church and Child Molestation
The West Virginia Mine Disaster: An Emotional Roller Coaster and Public Relations Train Wreck
Crisis Communication Lessons Learned: The Crash of Continental Connection Flight 3407
Realist Sense-Making in Crisis Public Relations: The Case of BP
Hurricane Katrina: A Disaster from Beginning to End
Problems
When Associates Disagree on Handling an Emergency
What to Do When an Employee's Problems Affect the Company
Standards, Ethics, and Values
Cases
The Danger of Organizational Culture Neglecting Ethics: Forest Laboratories and Celexa
Penn State University: Sandusky Matter Sullies School Reputation
Corporate Social Responsibility and Ethics: Nike and Apple Face Similar Challenges a Decade Apart
Dow Corning and Breast Implants: Dealing with the Perception of Deception
Problems
Whether to Blow the Whistle
Write the Truth or "Make Us Look Good"?
Index

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