9780205375202

International and Intercultural Public Relations A Campaign Case Approach

by ;
  • ISBN13:

    9780205375202

  • ISBN10:

    0205375200

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2005-06-22
  • Publisher: Pearson

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Summary

International and Intercultural Public Relationsprovides a format for analyzing public relations campaigns and then applies it in 19 case studies written by public relations scholars. This text uses both the case method and an analysis of public relations campaigns to help students learn to apply concepts of planning, research, and international or intercultural communication to the field of public relations.

Table of Contents

Preface xiii
List of Contributors
xxi
Introduction to Public Relations Campaign Analysis
1(5)
What Is Public Relations?
1(1)
What Is ROSTE?
2(3)
Research
2(1)
Objectives
3(1)
Strategies
4(1)
Tactics
4(1)
Evaluation
4(1)
References and Suggested Readings
5(1)
Research for Public Relations Campaigns
6(20)
When Do You Do Research?
6(3)
To Influence Management
7(1)
For Campaign Planning
8(1)
For Campaign Monitoring and Evaluation
8(1)
What Kinds of Questions Do You Ask?
9(4)
What Resources Are Available?
9(2)
What Do You Need to Know about Possible Publics?
11(1)
Are There Restrictions on the Resources You Can Use?
11(1)
What Do You Need to Know about Culture?
12(1)
How Do You Answer These Questions?
13(11)
Reliability and Validity
13(1)
Qualitative and Quantitative Measures
14(1)
Primary and Secondary Research
15(9)
References and Suggested Readings
24(2)
Public Relations Objectives and Strategies
26(20)
Campaign Objectives
27(6)
Why Is an Objective So Important?
28(1)
What Is a Public Relations Objective?
28(4)
When Is the Target Public Not the Target Public?
32(1)
Campaign Strategies
33(12)
What Is a Strategy?
33(1)
The Relation between Strategy and Communication Theory
34(1)
Action Strategies
35(2)
Communication Strategies
37(8)
References and Suggested Readings
45(1)
Public Relations Tactics and Evaluation
46(20)
Campaign Media Tactics
46(16)
Advertising
47(3)
Mediated Publicity
50(7)
Direct Publicity
57(2)
Budgeting Tactics
59(3)
Campaign Evaluation
62(2)
Real Evaluation versus Selling Snake Oil
62(2)
References and Suggested Readings
64(2)
The Intercultural Communication Context: Preparation for International Public Relations
66(19)
L. Brooks Hill
Lynda Dee Dixon
Intercultural Communication Perspective
66(5)
Salient Features of Intercultural Communication
71(6)
Personal Adaptation for Intercultural Effectiveness
77(6)
Preliminary Guidance and Mental Preparation
77(2)
Practical Guidelines and Skills Development
79(4)
Summary
83(1)
References and Suggested Readings
83(2)
Guidelines for Successful Intercultural or International Public Relations
85(12)
Some Unique Problems for International Public Relations
86(2)
Community Development
87(1)
Intercultural/International Public Relations Model
88(4)
References and Suggested Readings
92(5)
CASES
97(276)
Case 1 Corporate Reputation under Attack: A Case Study of Nike's Public Relations Campaign to Blunt Negative Perceptions of Its Labor Practices
99(18)
Ali M. Kanso
Richard Alan Nelson
Case 2 Mas Que Comida, Es Vida---It's More Than Food, It's Life
117(16)
Wanda Reyes Velazquez
Case 3 The International Campaign to Ban Landmines and the 1997 Ban Bus Campaign
133(13)
Norman E. Youngblood
Case 4 Internal Public Relations in the Post-War Balkans
146(14)
Virginia Kreimeyer
Case 5 Protecting Drug Patents in Africa
160(10)
Michael Parkinson
Case 6 Competing Community Relations Campaigns in Australia: Public Relations Efforts for and against a Biosolids Production Facility
170(17)
Steve Mackey
Case 7 Global Public Relations in South Korea: A Case Study of a Multinational Corporation
187(17)
MinJung Sung
Case 8 The Latvian Naturalization Project
204(16)
Virginia Kreimeyer
Case 9 The Bhopal Carbide Disaster: A Lesson in International Crisis Communication
220(19)
Padmini Patwardhan
Nilanjana Bardhan
Case 10 Developing and Maintaining the Aljazeera Websites
239(15)
Philip J. Auter
Case 11 Improved Internal Communications in a Large South African Financial Services Organization
254(14)
Derina R. Holtzhausen
Case 12 Image Building in the International Media: A Case Study of the Finlandia Communications Program in Russia
268(16)
Katerina Tsetsura
Case 13 Avon's ``Kiss Goodbye to Breast Cancer'' Campaign in the Philippines
284(11)
Zenaida Sarabia-Panol
Case 14 One Tambon, One Product: Part of the War against Poverty in Thailand
295(11)
Rosechongporn Komolsevin
Case 15 Engaging Colombian Coffee Growers in Dialogue: Social Reports Campaign of the Departmental Committee of Antioquia
306(14)
Juan-Carlos Molleda
Ana-Maria Suarez
Case 16 Protecting the Environment and People's Well-Being in the Nigerian Ogoni Land
320(13)
Bolanle A. Olaniran
David E. Williams
Case 17 St. Jude's Health Outreach Project in Brazil
333(13)
Judy B. Oskam
Case 18 Burson-Marsteller's Depression Awareness Campaign in Thailand
346(12)
Peeraya Hanpongpandh
Case 19 Public Television in the United States and Croatia: A Comparison of Two Campaigns
358(15)
Bonita Dostal Neff
Vlado Susac
Index 373

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