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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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| Cases | |
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| Communicating Through Acquisition: Southwest Airlines Takes on AirTran and Blends Employee Cultures | |
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| Buffeted by Management Changes and a Rocky Economy, a strategic Communication System Keeps Employees Focused | |
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| Establishing the Organization Culture under a New Leader Early: How 100-Day Plans Work | |
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| Producing Good Employee Ambassadors Means Educating Effectively: Kaiser Permanente Makes the Effort | |
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| Problems | |
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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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| Cases | |
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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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| Driving Community Behavior to Save Energy and the Environment | |
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| Problems | |
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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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| Cases | |
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| Bankruptcy: Communicating for Future Success | |
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| Aflac Gives Shareholders a Say on Pay | |
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| Money Smart Week�: Getting America to Spend Wisely | |
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| When Actions of a Few Can Lead to Organizational Failure; What Is PR to Do? | |
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| Problems | |
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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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| Cases | |
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| Chevrolet Ditches the Traditional for Unprecedented Campaign to Attract New, Millennial Buyers | |
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| Firestone: A Recall Revisited | |
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| Johnson & Johnson Then and Now: How Handling a Crisis Can Make or Break a Reputation | |
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| Marriott Cultivates Customer Relationships | |
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| Toyota: Growing Too Fast, Responding Too Slowly | |
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| Problems | |
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| A 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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| Cases | |
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| The Role of the Media and Public Relations in Negotiating Public Policy- Real Salt Lake Builds City Stadium in Utah | |
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| Social Media and Activism: Anyone Can Now Easily Play | |
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| There's a Syringe in My Pepsi Can! | |
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| Universal Studios Florida: Riding "Rat Lady" to Halloween Success | |
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| Problems | |
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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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| Cases | |
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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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| Mothers Against Drunk Driving-MADD | |
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| Problems | |
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| A 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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| Cases | |
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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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| Crisis Communication Lessons Learned: The Crash of Continental Connection Flight 3407 | |
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| Realist Sense-Making in Crisis Public Relations: The Case of BP | |
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| Hurricane Katrina: A Disaster from Beginning to End | |
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| Problems | |
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| When Associates Disagree on 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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| Cases | |
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| The Danger of Organizational Culture Neglecting Ethics: Forest Laboratories and Celexa | |
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| Penn State University: Sandusky Matter Sullies School Reputation | |
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| Corporate Social Responsibility and Ethics: Nike and Apple Face Similar Challenges a Decade Apart | |
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| Dow Corning and Breast Implants: Dealing with the Perception of Deception | |
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| Problems | |
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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 | |