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| Preface | |
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| The Purposes of Public Relations | |
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| How Public Relations Deals with Problems and Opportunities | |
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| Employee Relations | |
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| Investing in Employees Pays Off | |
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| Southwest Airlines-Where Fun, LUV, and Profits Go Hand-in-Hand | |
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| Creating a Collaborative, Employee-Driven Vision for the Future: Atlantic Southeast Airlines | |
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| Kodak Communicates One-on-One with All of Its Employees | |
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| What Price "Good" Employee Relations? | |
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| Keeping Merger Havoc at Bay | |
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| Community Relations | |
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| A Classic: Chemical Industry Takes Responsibility for Community Concerns | |
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| Community Relationships Maintained During Hospital Closing | |
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| The Struggle for Nuclear Power | |
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| Nuclear Waste Goes Down the Drain | |
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| Grassroots Efforts Save a Historic Piece of Land | |
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| One Company's Battle Resurrected in a Hollywood Movie: What Is the Best Defense? | |
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| Helping Isn't Always Easy | |
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| Adjusting to a Change in Command | |
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| Bringing the Community to Consensus | |
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| Investor Relations | |
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| A Classic: On Wall Street, Inside Information Is Profitable | |
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| Bankruptcy: Communicating for Future Success | |
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| A City Divided: SDG&E Takeover | |
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| A Classic: Established Relationships Save a Landmark Company | |
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| Can an Annual Report Please Everyone? | |
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| Here Comes That Man Nader, Again | |
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| Planning the Annual Meeting with a Twist | |
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| Consumer Relations | |
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| Firestone: A Recall Revisited | |
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| Texas Cattlemen Versus Oprah Winfrey | |
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| A Classic: Tylenol Rides It Out and Gains a Legacy | |
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| Intel Pays High Price for Losing Focus | |
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| Wine Bar Needs Positioning | |
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| Good Intentions, Bad Results | |
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| Turning Customer Complaints to Customer Delight | |
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| Media Relations | |
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| There's a Syringe in My Pepsi Can! | |
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| Alar and PR: Getting to the Core of the Apple Problem | |
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| GM Versus NBC: A Corporate Crisis of Explosive Proportions | |
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| A Classic: Building Media Relationships That Pay | |
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| Universal Studios Florida: Riding "Rat Lady" to Halloween Success | |
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| Employer Interests and Media Interests in Conflict | |
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| Dealing with the Media in a Sticky Situation | |
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| Public Issue Campaigns and Debates | |
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| Rights and Choices-For Whom? | |
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| Take Your Choice-Tobacco or Health | |
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| Guns-For Whom? For What? | |
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| United Way and the Boy Scouts of America: A Question of Funding | |
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| A Classic: Free the Texas Shopper! | |
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| Mothers Against Drunk Driving-MADD | |
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| Smokeout Can Be a Hot Potato | |
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| Refereeing a New Kind of Game | |
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| Anticipating Emerging Issues | |
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| Crisis Management | |
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| Hurricane Katrina: A Disaster from Beginning to End | |
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| A Classic: Bhopal-A Nightmare for Union Carbide | |
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| A Classic: When Positive Actions Don't Result in Positive Perceptions | |
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| Holden Heights Hostage Crisis | |
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| Trouble in the Pews: The Catholic Church and Child Molestation | |
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| The West Virginia Mine Disaster: An Emotional Roller Coaster and Public Relations Train Wreck | |
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| When Associates Disagree in Handling an Emergency | |
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| What to Do When an Employee's Problems Affect the Company | |
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| Standards, Ethics, and Values | |
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| Corporate Ethics-Armstrong Williams | |
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| A Classic: Baby Formula Raises Questions | |
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| Corporate Social Responsibility and Ethics: Nike's Labor Practices Under Scrutiny | |
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| Dow Corning and Breast Implants: Dealing with the Perception of Deception | |
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| Whether to Blow the Whistle | |
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| Write the Truth or "Make Us Look Good"? | |
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| Index | |