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