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| List of figures | |
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| Preface | |
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| Professional Insight: The Management Champion of Social Responsibility | |
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| Public Relations: Maintaining Mutually Beneficial Systems of Stakeholder Relationships | |
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| Professional Insight: The Case For Character | |
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| Stakeholders: Employees | |
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| General Motors Trims Its Workforce and Operations | |
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| "You Can't Buy That Kind of PR": Southwest Airlines Employees Star in Reality TV | |
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| Teamsters Deliver Public Support During the UPS Strike | |
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| Sun Shines Through Employee Blogs | |
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| The Case of the Misfired Memo | |
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| Professional Insight: Your Real Job Description | |
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| Stakeholders: Community | |
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| `The Company For Women' Pledges Support | |
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| CharitaBulls Help Others Win at Life | |
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| "Walking the Talk": DuPont's Land Legacy Program Donates 16,000 Acres to The Conservation Fund | |
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| Habitat for Humanity: Building Corporate Bridges and Affordable Houses | |
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| Community Service Constitutes Core Competency of Timberland | |
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| Professional Insight: A Lesson: Advertising and Public Relations Can Work in Harmony | |
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| Stakeholders: Consumers | |
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| "Would You Like Your Taco With or Without Pesticide Today?" | |
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| Wendy's Relies On Reputation to Combat "Finger" Fraud | |
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| Bausch & Lomb Sees Recall | |
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| Tire Tread Troubles Drive Firestone into Crisis of Confidence | |
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| Wal-Mart: Soaring Through Sustainability | |
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| Warner Bros. (and Others) are Wild About "Harry" | |
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| Professional Insight: Public Relations in the iPod Generation | |
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| Stakeholders: Media | |
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| Media Interest in Transplant Drama Stokes Anxiety in Health Care Professionals | |
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| Fake News Release Leads to Arrest | |
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| Bishops, Priests, and Reporters: The Catholic Church and Media Coverage of Sex Abuse Scandals | |
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| Bowling For Columbine Strikes Ammunition Sales at Kmart Corp. | |
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| Creating and Controlling-A Dialogue on Energy: Chevron Launches Worldwide Advertising Campaign | |
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| Professional Insight: Making News in a New Media World | |
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| Stakeholders: Investors | |
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| The Communications Company That Didn't Communicate: WorldCom | |
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| Appearances or Substance: Which is More Important? | |
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| A Habit of Activism | |
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| Hewlett-Packard Seeks to Plug Leaks With a Secret Investigation | |
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| Professional Insight: Integrated Communication and Shareholder Wealth | |
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| Stakeholders: Members and Volunteers | |
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| Designated Donations? The American Red Cross and the Liberty Fund | |
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| Offering "1-888-995-HOPE" to Homeowners | |
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| Colossal Fossil Dominates Chicago's Field Museum | |
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| Queen Latifah Introduces National Women's Confidence Day | |
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| A New Way for the United Way of the National Capital Area? | |
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| Professional Insight: A Higher Ethical Standard for Nonprofits | |
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| Stakeholders: Governments and Regulators | |
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| Hospital Advocates for its Property-Tax Exemption | |
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| New Internet Cookie Recipe Gives Heartburn to DoubleClick | |
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| "Working Together to Bring Peace": Saudi Arabia Seeks to Improve its U.S. Image | |
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| Kick Ash Bash Sets Stage for Antismoking Campaign | |
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| "What Happened": Former Press Secretary's Memoir Sparks Controversies | |
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| Professional Insight: Is Saying "No" an Option for the Government? | |
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| Stakeholders: Activists | |
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| PETA Serves Up "Holocaust on Your Plate" Campaign | |
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| Greenpeace Pressures Chemical Producers to Reduce Risks of Chlorine Gas | |
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| Activist Campaign in India Examines Soft Drinks | |
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| Activists Keep Nike on the Run | |
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| Professional Insight: Three Key Concepts from a PR Pioneer Turned Critic | |
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| Stakeholders: Global Citizens | |
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| "Our Weapon is Our Nakedness": Nigerian Women Use Cultural Taboo to Fight Big Oil Company | |
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| Bayer Drug Recall Strains International Relationships | |
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| Brewing International Relationships: Does Starbucks C.A.F.E. Program Serve Social Responsibility to Ethiopian Coffee Farmers? | |
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| Publicis and the European Central Bank Introduce "The Euro, Our Money" to the World | |
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| Red, White, and Blue-and Golden? McDonald's Responds to International Pressures | |
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| Maritime Tragedy Compounded by Cultural Differences | |
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| Professional Insight: Global Connections, Distinctive Differences | |
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| Index | |