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Applied Public Relations provides readers with the opportunity to observe and analyze how contemporary businesses and organizations interact with key groups and influences. Through the presentation of cases covering a wide variety of industries, locations, and settings, authors Kathy Brittain McKee and Larry F. Lamb examine how real organizations develop and maintain their relationships, offering valuable insights into contemporary business and organizational management practices.
Kathy Brittain McKee is a professor of Communication at Berry College. She is the co-author of Media Ethics: Cases and Moral Reasoning, which is now in its 8th edition. Larry F. Lamb has managed public relations at Fortune 500 companies, served international clients of a communications consulting business, and taught at two public universities.
Table of Contents
|List of figures||p. ix|
|Professional Insight: The Management Champion of Social Responsibility||p. xiv|
|Public Relations: Maintaining Mutually Beneficial Systems of Stakeholder Relationships||p. 1|
|Professional Insight: The Case For Character||p. 8|
|Stakeholders: Employees||p. 11|
|General Motors Trims Its Workforce and Operations||p. 16|
|"You Can't Buy That Kind of PR": Southwest Airlines Employees Star in Reality TV||p. 21|
|Teamsters Deliver Public Support During the UPS Strike||p. 24|
|Sun Shines Through Employee Blogs||p. 28|
|The Case of the Misfired Memo||p. 31|
|Professional Insight: Your Real Job Description||p. 35|
|Stakeholders: Community||p. 37|
|`The Company For Women' Pledges Support||p. 41|
|CharitaBulls Help Others Win at Life||p. 46|
|"Walking the Talk": DuPont's Land Legacy Program Donates 16,000 Acres to The Conservation Fund||p. 50|
|Habitat for Humanity: Building Corporate Bridges and Affordable Houses||p. 54|
|Community Service Constitutes Core Competency of Timberland||p. 58|
|Professional Insight: A Lesson: Advertising and Public Relations Can Work in Harmony||p. 64|
|Stakeholders: Consumers||p. 67|
|"Would You Like Your Taco With or Without Pesticide Today?"||p. 71|
|Wendy's Relies On Reputation to Combat "Finger" Fraud||p. 76|
|Bausch & Lomb Sees Recall||p. 79|
|Tire Tread Troubles Drive Firestone into Crisis of Confidence||p. 83|
|Wal-Mart: Soaring Through Sustainability||p. 89|
|Warner Bros. (and Others) are Wild About "Harry"||p. 93|
|Professional Insight: Public Relations in the iPod Generation||p. 98|
|Stakeholders: Media||p. 101|
|Media Interest in Transplant Drama Stokes Anxiety in Health Care Professionals||p. 106|
|Fake News Release Leads to Arrest||p. 113|
|Bishops, Priests, and Reporters: The Catholic Church and Media Coverage of Sex Abuse Scandals||p. 119|
|Bowling For Columbine Strikes Ammunition Sales at Kmart Corp.||p. 124|
|Creating and Controlling-A Dialogue on Energy: Chevron Launches Worldwide Advertising Campaign||p. 127|
|Professional Insight: Making News in a New Media World||p. 131|
|Stakeholders: Investors||p. 133|
|The Communications Company That Didn't Communicate: WorldCom||p. 138|
|Appearances or Substance: Which is More Important?||p. 143|
|A Habit of Activism||p. 150|
|Hewlett-Packard Seeks to Plug Leaks With a Secret Investigation||p. 154|
|Professional Insight: Integrated Communication and Shareholder Wealth||p. 158|
|Stakeholders: Members and Volunteers||p. 161|
|Designated Donations? The American Red Cross and the Liberty Fund||p. 165|
|Offering "1-888-995-HOPE" to Homeowners||p. 171|
|Colossal Fossil Dominates Chicago's Field Museum||p. 174|
|Queen Latifah Introduces National Women's Confidence Day||p. 179|
|A New Way for the United Way of the National Capital Area?||p. 182|
|Professional Insight: A Higher Ethical Standard for Nonprofits||p. 187|
|Stakeholders: Governments and Regulators||p. 189|
|Hospital Advocates for its Property-Tax Exemption||p. 196|
|New Internet Cookie Recipe Gives Heartburn to DoubleClick||p. 201|
|"Working Together to Bring Peace": Saudi Arabia Seeks to Improve its U.S. Image||p. 206|
|Kick Ash Bash Sets Stage for Antismoking Campaign||p. 209|
|"What Happened": Former Press Secretary's Memoir Sparks Controversies||p. 215|
|Professional Insight: Is Saying "No" an Option for the Government?||p. 218|
|Stakeholders: Activists||p. 221|
|PETA Serves Up "Holocaust on Your Plate" Campaign||p. 225|
|Greenpeace Pressures Chemical Producers to Reduce Risks of Chlorine Gas||p. 228|
|Activist Campaign in India Examines Soft Drinks||p. 233|
|Activists Keep Nike on the Run||p. 239|
|Professional Insight: Three Key Concepts from a PR Pioneer Turned Critic||p. 246|
|Stakeholders: Global Citizens||p. 249|
|"Our Weapon is Our Nakedness": Nigerian Women Use Cultural Taboo to Fight Big Oil Company||p. 254|
|Bayer Drug Recall Strains International Relationships||p. 258|
|Brewing International Relationships: Does Starbucks C.A.F.E. Program Serve Social Responsibility to Ethiopian Coffee Farmers?||p. 263|
|Publicis and the European Central Bank Introduce "The Euro, Our Money" to the World||p. 268|
|Red, White, and Blue-and Golden? McDonald's Responds to International Pressures||p. 272|
|Maritime Tragedy Compounded by Cultural Differences||p. 276|
|Professional Insight: Global Connections, Distinctive Differences||p. 282|
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