Cases in Public Relations Management,9780415878937

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Cases in Public Relations Management

by Swann; Patricia

Edition:

1st

ISBN13:

9780415878937

ISBN10:

0415878934

Format:

Nonspecific Binding

Pub. Date:

5/5/2010

Publisher(s):

Routledge

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Summary

Developed for advanced students in public relations, Cases in Public Relations Management uses recent cases in public relations that had outcomes varying from expected to unsuccessful. The text challenges students to think analytically, strategically, and practically. Each case is based on real events, and is designed to encourage discussion, debate, and exploration of the options available to today's strategic public relations manager.Key features of this text include coverage of the latest controversies in current events, discussion of the ethical issues that have made headlines in recent years, and strategies used by public relations practitioners. Most cases end with an open scenario, allowing students to discover different opinions and participate in creative discussions. The case study approach encourages readers to assess what they know about communication theory, the public relations process, and management practices, and prepares them for their future careers as PR practitioners.

Author Biography

Patricia Swann is Associate Professor and chair of the Public Relations and Journalism department at Utica College. She has won national, state and local awards for writing, photography, publication design, and public relations activities. She is a member of the Public Relations Society of America and serves as a faculty advisor for the Raymond Simon Chapter of the Public Relations Student Society of America at Utica College. She received her master's degree in public relations from Syracuse University S.I. Newhouse School of Public Communication.

The Purpose of Public Relations	p. 1
Have an Organizational Purpose	p. 1
The Public Relations Process	p. 6
How Public Relations Relates to Other Disciplines	p. 13
Communication Theories	p. 17
Proactive Public Relations	p. 20
Monitor Your Environment	p. 20
Develop a Public Relations Strategy	p. 25
The Case Method	p. 28
The Next Best Thing to Being There	p. 28
Five Rules for Case Study	p. 29
Worksheet 1: Preparing for the Case	p. 34
Worksheet 2: Organizational Response	p. 35
Worksheet 3: Effective Communication	p. 37
Worksheet 4: Ways Organizations Communicate	p. 38
Ethics and the Public Interest	p. 40
PRSA Member Code of Ethics	p. 41
PRSA Code Provisions	p. 43
What Would You Do? Case Scenarios	p. 47
City Utility or Cash Cow? Top Agency Accused of Overbilling City	p. 49
"In Washington, I'm Karen Ryan Reporting." When Is a "Reporter" Not a Reporter?	p. 58
Armstrong Williams: Disclosure Guidelines Snag Media Pundit and PR Firm	p. 64
Letter from Kirlcuk ... Make That 500 Letters!	p. 71
Corporate Social Responsibility: South African Wine Industry Promotes Ethical Practices	p. 75
Media Relations	p. 78
Do the Research	p. 79
Respect Deadlines	p. 79
Think and Write Like a Reporter	p. 80
Build a Lasting Relationship	p. 82
Pitching to Brandweek: Understand the Medium You Are Pitching To	p. 82
Do the Research: An Editor's Response to a Misguided Story Pitch	p. 85
Can I Get That in Teal? Car Colors Critical to Consumer Choice	p. 87
Break the Silence?Make the Call: Private and Public Communication Strategies for Domestic Violence	p. 90
National Rankings Fever: Enhancing Children's Hospital Boston's Reputation	p. 96
Communicating in the Face of Tragedy: Tsunami Media Team Operational Analysis	p. 100
The "4Cs" of a Great Picture: Launching Kodak's High-Definition Film	p. 107
Crisis Communication	p. 111
Looking for Risks and Managing Issues	p. 113
Crisis Response Strategies	p. 112
Actions to Take during a Crisis	p. 115
Planning for the Unthinkable: CDC's Smallpox Communication Crisis Plan	p. 118
Hidden Camera Captures Chicken Abuse: Animal Activist Group Targets Company	p. 123
Blogger Video and Internet Postings: Crisis Response in an Instant Internet World	p. 130
"Crazy for You" Bear: Mental Health Advocates Criticize Cuddly Toy	p. 138
Living in a Post-9/11 World: Controversial Campus Speaker Ignites Furor	p. 144
Minicase: Camp Leech-a-Lot	p. 151
Consumer Relations	p. 152
Marketing Communication Support	p. 152
Beyond the Consumer	p. 155
Mashing the Low-Carbohydrate Craze: A Healthy Helping of Potato Promotion	p. 155
Freedom, Flexibility, and Fun! Trade Association Puts Record Gas Prices in Perspective	p. 161
Kansas, as Big as You Think: Making a Blank State a Strong Brand	p. 166
From Last Year's Styles to Now: Payless ShoeSource Repositions Itself as Fashion Focused	p. 172
Of Muggles, Quidditch, and Bertie Botts: Keeping the Harry Potter Magic Alive	p. 176
"A Monument to Decadence": Introducing Hardee's Monster Thickburger	p. 178
Sports, Entertainment, and Travel	p. 181
Damage Control	p. 183
Crisis Communication	p. 184
Queen of Talk Walks the Talk: Oprah Winfrey with Angel Network Tackles Katrina Needs	p. 185
A Big Hit in Tokyo?and Cooperstown: Baseball Shrine Courts Future Hall of Famer	p. 188
Todd Bertuzzi's Sucker Punch: Violent Incident Sparks Debate among NHL Fans and Critics	p. 191
From Blazer Mania to "Jail Blazers": Portland Blazers Struggle to Reconnect with Community	p. 194
Witch Way to Go? Going Beyond Salem's Witch City Persona	p. 197
Queen Mary 2's Unhappy Voyage: Luxurious Cruise or "High-Speed Passage"?	p. 199
Is It Live or Is It Recorded, Ashlee? Managing Singer's Reputation after SNL Performance	p. 201
Nazi Prince? The Trouble with Harry's Poor Costume Choice	p. 204
Community Relations	p. 206
Building Positive Relationships at Home	p. 206
Corporate Philanthropy	p. 208
Event Sponsorship, In-Kind Contributions, and Cause-Related Marketing	p. 209
Managing Activist Groups	p. 210
"It's the Real Thing": Protest at The Jewish Museum	p. 211
Night Train to Nashville: Music City Pays Tribute to Its R&B Heritage	p. 216
Wells College: History, Tradition, and Now?Men	p. 223
Creating Long-Distance Membership Value	p. 227
Boston Marathon: John Hancock Uses Sports to Leverage Its Image	p. 229
Employee Relations	p. 234
Public Relations Contributes to a Productive Workplace Culture	p. 235
Effective Employee Communications	p. 236
Internal Communication	p. 236
Internal Media Opportunities	p. 237
Sago Mine Tragedy: Garbled Message Turns Jubilation into Anguish, Anger	p. 238
Hallmark Writers on Tour: Meaningful Moments and Memories for Employees and Consumers	p. 243
Communicating Organizational Growth: General Motors' Strategic Integration of Internal-External Communications	p. 247
Big Brother is Watching: Browsing on Company Time	p. 253
Governmental Relations	p. 256
Governmental Relations	p. 257
Public Affairs in Government	p. 258
Base Closings and Realignment: Strategic Planning and Lobbying Protects Military Assets	p. 260
Welcome to Your New Job: Rebuilding a City's Damaged Reputation	p. 267
Abu Ghraib: Part I: Public Affairs and the Iraqi Prisoner Abuse Scandal	p. 268
Abu Ghraib: Part 2: Damage Control: The U.S. Government's Response	p. 276
Abu Ghraib: Part 3: On-the-Ground Response	p. 285
International Public Relations	p. 289
Containing the Deadly Marburg Virus: Taking a Culturally Based Communication Approach	p. 292
Shark Fin Soup: Hong Kong Disneyland Seeks Cultural and Environmental Balance	p. 295
Don't Do Evil: China's Censorship Policies Put Unwanted Spotlight on U.S. Internet Search Companies	p. 298
Corn Aids Europe's Green Revolution: NatureWorks LLC's Biodegradable Plastic Products Fit Eco Trend	p. 303
Financial Relations	p. 307
A Quick Basic Business Primer	p. 308
Investor Relations' Role	p. 309
Required Forms	p. 312
Challenges in Investor Relations	p. 314
From Humble Beginnings: The World-Class Story of Teva Pharmaceutical Industries, Ltd	p. 315
Wal-Mart: Can It Repair Its Corporate Reputation in the Eyes of All Its Constituents?	p. 317
No Longer Boxed In: An Opportunity to Tell Iron Mountain's Dynamic Growth Story	p. 319
Burger King Holdings' Initial Public Offering: Designing an Investor Relations Program to Whet Wall Street's Appetite for the Company's Stock	p. 320
Internships and Early Career	p. 323
Internship Tips	p. 323
First Job Tips	p. 327
Hey! Remember Me? Getting the Most Out of an Internship Experience	p. 328
Close Encounter of the Unwanted Kind: Friendship, Fraternizing, or Harassment?	p. 331
Wanted: Media Relations Coordinator at State University, Part 1	p. 333
The Interview for Media Relations Coordinator at State University, Part 2	p. 334
Should I Take This Job?	p. 338
Establishing a New Public Relations Program	p. 340
Notes	p. 342
Index	p. 376
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