Cases in Public Relations Management

ISBN-10: 0415878934

ISBN-13: 9780415878937

Edition: 2007

Authors: Patricia Swann

List price: $43.99
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Developed for advanced students in public relations, Cases in Public Relations Management uses recent cases in public relations that had outcomes varying from expected to unsuccessful. The text challenges students to think analytically, strategically, and practically. Each case is based on real events, and is designed to encourage discussion, debate, and exploration of the options available to today's strategic public relations manager.
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Book details

List price: $43.99
Copyright year: 2007
Publisher: Taylor & Francis Group
Publication date: 6/3/2010
Binding: Paperback
Pages: 400
Size: 6.25" wide x 9.50" long x 0.75" tall
Weight: 1.496
Language: English

The Purpose of Public Relations
Have an Organizational Purpose
The Public Relations Process
How Public Relations Relates to Other Disciplines
Communication Theories
Proactive Public Relations
Monitor Your Environment
Develop a Public Relations Strategy
The Case Method
The Next Best Thing to Being There
Five Rules for Case Study
Worksheet 1: Preparing for the Case
Worksheet 2: Organizational Response
Worksheet 3: Effective Communication
Worksheet 4: Ways Organizations Communicate
Ethics and the Public Interest
PRSA Member Code of Ethics
PRSA Code Provisions
What Would You Do? Case Scenarios
City Utility or Cash Cow? Top Agency Accused of Overbilling City
"In Washington, I'm Karen Ryan Reporting." When Is a "Reporter" Not a Reporter?
Armstrong Williams: Disclosure Guidelines Snag Media Pundit and PR Firm
Letter from Kirlcuk ... Make That 500 Letters!
Corporate Social Responsibility: South African Wine Industry Promotes Ethical Practices
Media Relations
Do the Research
Respect Deadlines
Think and Write Like a Reporter
Build a Lasting Relationship
Pitching to Brandweek: Understand the Medium You Are Pitching To
Do the Research: An Editor's Response to a Misguided Story Pitch
Can I Get That in Teal? Car Colors Critical to Consumer Choice
Break the Silence?Make the Call: Private and Public Communication Strategies for Domestic Violence
National Rankings Fever: Enhancing Children's Hospital Boston's Reputation
Communicating in the Face of Tragedy: Tsunami Media Team Operational Analysis
The "4Cs" of a Great Picture: Launching Kodak's High-Definition Film
Crisis Communication
Looking for Risks and Managing Issues
Crisis Response Strategies
Actions to Take during a Crisis
Planning for the Unthinkable: CDC's Smallpox Communication Crisis Plan
Hidden Camera Captures Chicken Abuse: Animal Activist Group Targets Company
Blogger Video and Internet Postings: Crisis Response in an Instant Internet World
"Crazy for You" Bear: Mental Health Advocates Criticize Cuddly Toy
Living in a Post-9/11 World: Controversial Campus Speaker Ignites Furor
Minicase: Camp Leech-a-Lot
Consumer Relations
Marketing Communication Support
Beyond the Consumer
Mashing the Low-Carbohydrate Craze: A Healthy Helping of Potato Promotion
Freedom, Flexibility, and Fun! Trade Association Puts Record Gas Prices in Perspective
Kansas, as Big as You Think: Making a Blank State a Strong Brand
From Last Year's Styles to Now: Payless ShoeSource Repositions Itself as Fashion Focused
Of Muggles, Quidditch, and Bertie Botts: Keeping the Harry Potter Magic Alive
"A Monument to Decadence": Introducing Hardee's Monster Thickburger
Sports, Entertainment, and Travel
Damage Control
Crisis Communication
Queen of Talk Walks the Talk: Oprah Winfrey with Angel Network Tackles Katrina Needs
A Big Hit in Tokyo?and Cooperstown: Baseball Shrine Courts Future Hall of Famer
Todd Bertuzzi's Sucker Punch: Violent Incident Sparks Debate among NHL Fans and Critics
From Blazer Mania to "Jail Blazers": Portland Blazers Struggle to Reconnect with Community
Witch Way to Go? Going Beyond Salem's Witch City Persona
Queen Mary 2's Unhappy Voyage: Luxurious Cruise or "High-Speed Passage"?
Is It Live or Is It Recorded, Ashlee? Managing Singer's Reputation after SNL Performance
Nazi Prince? The Trouble with Harry's Poor Costume Choice
Community Relations
Building Positive Relationships at Home
Corporate Philanthropy
Event Sponsorship, In-Kind Contributions, and Cause-Related Marketing
Managing Activist Groups
"It's the Real Thing": Protest at The Jewish Museum
Night Train to Nashville: Music City Pays Tribute to Its R&B Heritage
Wells College: History, Tradition, and Now?Men
Creating Long-Distance Membership Value
Boston Marathon: John Hancock Uses Sports to Leverage Its Image
Employee Relations
Public Relations Contributes to a Productive Workplace Culture
Effective Employee Communications
Internal Communication
Internal Media Opportunities
Sago Mine Tragedy: Garbled Message Turns Jubilation into Anguish, Anger
Hallmark Writers on Tour: Meaningful Moments and Memories for Employees and Consumers
Communicating Organizational Growth: General Motors' Strategic Integration of Internal-External Communications
Big Brother is Watching: Browsing on Company Time
Governmental Relations
Governmental Relations
Public Affairs in Government
Base Closings and Realignment: Strategic Planning and Lobbying Protects Military Assets
Welcome to Your New Job: Rebuilding a City's Damaged Reputation
Abu Ghraib: Part I: Public Affairs and the Iraqi Prisoner Abuse Scandal
Abu Ghraib: Part 2: Damage Control: The U.S. Government's Response
Abu Ghraib: Part 3: On-the-Ground Response
International Public Relations
Containing the Deadly Marburg Virus: Taking a Culturally Based Communication Approach
Shark Fin Soup: Hong Kong Disneyland Seeks Cultural and Environmental Balance
Don't Do Evil: China's Censorship Policies Put Unwanted Spotlight on U.S. Internet Search Companies
Corn Aids Europe's Green Revolution: NatureWorks LLC's Biodegradable Plastic Products Fit Eco Trend
Financial Relations
A Quick Basic Business Primer
Investor Relations' Role
Required Forms
Challenges in Investor Relations
From Humble Beginnings: The World-Class Story of Teva Pharmaceutical Industries, Ltd
Wal-Mart: Can It Repair Its Corporate Reputation in the Eyes of All Its Constituents?
No Longer Boxed In: An Opportunity to Tell Iron Mountain's Dynamic Growth Story
Burger King Holdings' Initial Public Offering: Designing an Investor Relations Program to Whet Wall Street's Appetite for the Company's Stock
Internships and Early Career
Internship Tips
First Job Tips
Hey! Remember Me? Getting the Most Out of an Internship Experience
Close Encounter of the Unwanted Kind: Friendship, Fraternizing, or Harassment?
Wanted: Media Relations Coordinator at State University, Part 1
The Interview for Media Relations Coordinator at State University, Part 2
Should I Take This Job?
Establishing a New Public Relations Program
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