Adventures in Public Relations Case Studies and Critical Thinking

ISBN-10: 0205405703
ISBN-13: 9780205405701
Edition: 2005
List price: $155.20
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Book details

List price: $155.20
Copyright year: 2005
Publisher: Allyn & Bacon, Incorporated
Publication date: 10/1/2004
Binding: Paperback
Pages: 384
Size: 7.00" wide x 9.00" long x 0.75" tall
Weight: 1.452
Language: English

Preface
Foundations
The World of Public Relations
Platonic Dialectic
Analyzing Case Studies
The Planning Grid
Internal Communication
Employee Relations
Apparent Success: Wachovia Pleases Moms and Dads with Award-Winning Employee Relations
Gold Medals and Golden Arches: McDonald's Showcases Its Employees at the 2002 Winter Olympics
Taking a Stand: SBC Unleashes the Power of Its Employees
The Communication Audit
Member Relations
Water Hazard: A Coalition of Environmental Groups Takes on an Economic Superpower-and Wins
AARP's SOCO: To Placate Unhappy Members, AARP Develops a Strategic Overriding Communications Objective
Libraries, Underpants, and the First Amendment: The American Library Association Rallies Its Members to Fight Book Bannings
Measuring Relationships
Investor Relations
Short Story: Thwarting Short Sellers Becomes a Tall Order for 4Kids Entertainment and KCSA
Enron De-Energizes: Faulty Investor Relations Contributes to a $60 Billion Failure
The No-Hype IPO: Buffalo Wild Wings Shuns Stock Market Flights of Fancy
Issues Management
External Communication
Media Relations
Talking Trash: Oklahoma's Antilittering Campaign Helps "Keep Our Land Grand"
Pink Ribbons and Blue Jeans: Lee National Denim Day Raises Millions for Breast Cancer Research
Masters of Disaster: The Augusta National Golf Club Becomes the Focus of Women's Rights Protests
Advertising Value Equivalency
Community Relations
Letting Go: Strategic Partnerships Help Celebrate Colorado's Year of Trails
Teacher on the Trail: Wells Fargo Integrates Its Values with Alaska's Heritage
Fear the Turtle: The University of Maryland Rallies to Save the Diamondback Terrapin
Coorientation
Consumer Relations
Purple Passion: Jack Horner Communications Catches up with a Leading Ketchup
Harry Potter and the Magical Marketing Campaign: Harry Potter and the Order of the Phoenix Makes Publishing History
No Ordinary Joe: Grocery Store Chain Trader Joe's Prefers Customer Relations to Advertising
The Strategic Message Planner
Business-to-Business Relations
Through the Mummy's Eyes: Silicon Graphics Inc. and Portfolio Communications Return to the Past for a Futuristic Campaign
Bad Scents and Good Sense: An American City Turns Its Offensive "Tacoma Aroma" into the Sweet Smell of Success
Shootout in the E-Frontier: St. Paul Wants the Business World to Fight Back against Hackers, Viruses, and Bugs
SWOT Analysis
Cross-Cultural and International Relations
Gross (Multi) National Product: The United Kingdom's Science Museum Hopes that a Controversial U.S. Exhibition Will Make a Big Stink
Power to the People: To Communicate with Californians, a Public Relations Agency Learns to Speak in Five Languages
Civil Disobedience in Nigeria: An Unusual Campaign Tactic Improves Relationships in a Developing Nation
Hofstede's Cultural Dimensions
The Social Environment
Ethics and Social Responsibility
Death Wish: Last Acts Seeks to Change a Bitter End to a Better End
iLoo Meets Its Waterloo: Microsoft's "Miscommunication" Inadvertently Misleads Journalists
Interns and Ethics: Young Public Relations Professionals Help Navigate a Course among Competing Values
The Potter Box
Political and Public Policy Communication
War of Words: The Government Debates the Role of Overseas Information in the War on Terror
"Please Help Us": A Family Campaigns to Keep Dale Earnhardt's Autopsy Records Private
Giving an ASSIST: The National Cancer Institute Builds Local Coalitions to Reduce Smoking
Force Field Analysis
Crisis Communications
Lessons Learned? NASA Responds to the Columbia Disaster
A Season of Crises: American Airlines Scrambles to Survive following Sept. 11
The Road to Recovery: Toronto Revives Tourism following a Deadly SARS Outbreak
Crisis Risk Assessment
Cyber-Relations
Suing the Customer: The Music Industry Battles Online Piracy
One Cow from Disaster: The Dairy Industry Uses the Web to Prevent Panic
The Great Firewall of China: Beijing Moves to Control Internet Content
Creative Thinking
Public Relations Society of America Member Code of Ethics
Glossary
Index

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