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Public Relations Cases

ISBN-10: 0534606105

ISBN-13: 9780534606107

Edition: 6th 2004 (Revised)

Authors: Jerry A. Hendrix

List price: $99.95
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Description:

The Sixth Edition of PUBLIC RELATIONS CASES continues to study examples of public relations by following the author's philosophy that great PR comes from interactive participation among sources and receivers of information. The text walks students through the evaluation of excellent case studies and helps students to why select public relations cases had the effect they did. This text's excellent organization, practical and theoretical coverage of topics, and variety of cases have been its consistent strengths.
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Book details

List price: $99.95
Edition: 6th
Copyright year: 2004
Publisher: Wadsworth
Publication date: 6/2/2003
Binding: Paperback
Pages: 448
Size: 7.50" wide x 9.25" long x 0.75" tall
Weight: 1.496
Language: English

Jerry A. Hendrix, Ph.D., is Professor Emeritus at American University, Washington, D.C., where he taught for thirty-seven years. He is an accredited member of the Public Relations Society of America.

Prefacep. vi
Solving Public Relations Problemsp. 1
Public Relations in Actionp. 3
Processp. 5
Casesp. 6
Ethicsp. 6
The Overall Plan of This Bookp. 8
Keys to Successp. 9
General Public Relations Readingsp. 9
A Public Relations Processp. 11
Researchp. 12
Objectivesp. 23
Programmingp. 29
Evaluationp. 41
Summaryp. 43
Teach Your Methods Wellp. 44
Notesp. 45
Readings on the Public Relations Processp. 45
Reaching Major Audiencesp. 49
Media Relationsp. 51
Researchp. 52
Objectivesp. 55
Programmingp. 56
Evaluationp. 61
Summaryp. 62
Media Relations on the Cheapp. 63
Readings on Media Relationsp. 63
Media Relations Casesp. 66
Titanic Video Launchp. 67
Sea-ing Double: How Princess Cruises Made Identical Ships Newsworthp. 76
Maytag Neptune High-Efficiency Washer Introductionp. 83
Legendary Football Coaches Commemorative Stampsp. 98
Internal Communicationsp. 107
Employee Relationsp. 108
Researchp. 108
Objectivesp. 109
Programmingp. 110
Evaluationp. 112
Summaryp. 112
Face to Facep. 113
Employee Relations Casesp. 114
"Just 2 It"p. 115
Healthy Heart and Soulp. 124
Member Relationsp. 131
Researchp. 131
Objectivesp. 132
Programmingp. 133
Evaluationp. 133
Summaryp. 134
Readings on Internal Communicationsp. 134
Member Relations Casesp. 137
The Air Force Association-- Member Relationsp. 138
World Vinyl Forump. 148
Community Relationsp. 157
Researchp. 158
Objectivesp. 159
Programmingp. 160
Evaluationp. 162
Summaryp. 162
Riding the Railsp. 163
Readings on Community Relationsp. 163
Community Relations Casesp. 165
Come Home: The Return to Central Libraryp. 166
Colorado Springs Airport Openingp. 177
The Collectorsp. 186
Public Affairs and Government Relationsp. 193
Researchp. 194
Objectivesp. 196
Programmingp. 197
Evaluationp. 204
Summaryp. 205
Public Affairs in the Digital Agep. 206
Readings on Public Affairsp. 206
Public Affairs Casesp. 208
Revision 12: The Campaign to Close the Gun Show Loophole in Floridap. 209
Ryobi 4-Cycle: The Future Is Clearp. 218
Balancing School Meals with Grainsp. 227
Investor and Financial Relationsp. 237
Researchp. 238
Objectivesp. 239
Programmingp. 239
Evaluationp. 241
Summaryp. 241
Publicly Relating to Investorsp. 242
Readings on Investor and Financial Relationsp. 242
Investor Relations Casesp. 245
Creating Confidence in a Corporate Turnaroundp. 246
Repositioning the Scotts Companyp. 263
Consumer Relationsp. 274
Researchp. 275
Objectivesp. 276
Programmingp. 277
Evaluationp. 278
Summaryp. 279
Keeping the Consumers Happyp. 279
Readings on Consumer Relationsp. 279
Consumer Relations Casesp. 282
Benecol Pre-launch: Laying the Foundation for Phenomenonp. 283
Maxwell House Build a Home Americap. 295
Making Science Make Sensep. 306
Wamoola Madness: America Meets the New $20 Billp. 319
International Public Relationsp. 326
Researchp. 327
Objectivesp. 328
Programmingp. 329
Evaluationp. 332
Summaryp. 332
Bon Voyage!p. 332
Readings on International Public Relationsp. 332
International Public Relations Casesp. 337
Lucent Branding Success in Latin America--An Integrated Approachp. 338
Restoring Confidence in Korea during the Asian Financial Crisisp. 349
Relations with Special Publicsp. 360
Researchp. 362
Objectivesp. 363
Programmingp. 364
Evaluationp. 365
Summaryp. 365
Segmenting Special Publics--Pros and Consp. 366
Readings on Special Publicsp. 366
Special Publics Casesp. 370
Visa "Read Me a Story"--Addressing America's Reading Crisisp. 371
Your Thyroid: Gland Central--Putting Thyroid Disease on the Fast Trackp. 385
Hispanic Cheese Education Campaignp. 395
Emergency Public Relationsp. 403
Emergency Public Relationsp. 405
Researchp. 406
Objectivesp. 406
Programmingp. 407
Evaluationp. 411
Summaryp. 411
Oh My Goodness!p. 412
Puttin' the Pieces Back Together!p. 412
Readings on Emergency Public Relationsp. 412
Emergency Public Relations Casesp. 415
The Houston Chemical Complexp. 416
Pepsi's Crisis Response: The Syringe Scarep. 432
Beyond Public Relations: Integrated Marketing Communicationsp. 443
Integrated Marketing Communicationsp. 445
Researchp. 446
Objectivesp. 448
Programmingp. 448
Evaluationp. 449
Summaryp. 449
Notesp. 449
IMC in the Real Worldp. 450
Readings on Integrated Marketing Communicationsp. 450
Integrated Marketing Communications Casesp. 452
Best Drive in the Gamep. 453
Montgomery County's Composting Programp. 464
Questions for Class Discussion and Case Analysisp. 473
PRSA Code of Professional Standards for the Practice of Public Relationsp. 476
Indexp. 486
Table of Contents provided by Syndetics. All Rights Reserved.