Public Relations Cases

by Hendrix,Jerry A.

• ISBN13: 9780495050285
• ISBN10: 0495050288
• Edition: 7th
• Format: Paperback
• Copyright: 2006-05-03
• Publisher: Wadsworth Publishing

Summary

Primarily using Public Relations Society of America award-winning cases, PUBLIC RELATIONS CASES presents a clear theoretical grounding in the major areas of public relations. Using the ROPE process model (research, objectives, programming, and evaluation), the authors keep students focused on the strategic elements of exemplary communications campaigns. The case studies provide glimpses into best practices for public relations campaigns as recognized by professionals in the field. The cases all use a strategic communications model where clearly defined objectives are based on sound research and good audience analysis, followed by creative tactics that are evaluated for their effectiveness.

Table of Contents

Preface	ix
PART I SOLVING PUBLIC RELATIONS PROBLEMS	1	(50)
Public Relations in Action	2	(10)
Process	4	(1)
Cases	4	(1)
New Technology	5	(1)
Ethics	6	(2)
The Overall Plan of This Book	8	(2)
General Public Relations Readings	10	(1)
General Trends Affecting Public Relations	11	(1)
A Public Relations Process	12	(39)
Research	13	(12)
Objectives	25	(6)
Programming	31	(12)
Evaluation	43	(2)
Summary	45	(1)
Notes	46	(1)
Readings on the Public Relations Process	47	(4)
PART II REACHING MAJOR AUDIENCES	51	(316)
Media Relations	52	(43)
Research	53	(3)
Objectives	56	(1)
Programming	57	(6)
Evaluation	63	(1)
Summary	64	(1)
Note	64	(1)
Readings on Media Relations	64	(5)
Media Relations Cases
Case 3-1 Promoting and Positioning the Grand Opening of the National Museum of the American Indian	69	(9)
Case 3-2 How Will You Remember September 11?	78	(10)
Case 3-3 Shedd Sharks Go Wild	88	(7)
Internal Communications	95	(56)
Employee Relations	96	(1)
Research	96	(1)
Objectives	97	(1)
Programming	98	(2)
Evaluation	100	(1)
Summary	100	(1)
Readings on Employee Relations	101	(4)
Employee Relations Cases
Case 4-1 The Bucket Brigade: Creating Employee Loyalty through Corporate Philanthropy	105	(10)
Case 4-2 Trinity Health Retirement Redesign: Communicating Benefit Changes	115	(9)
Case 4-3 Wheel of Fortune	124	(7)
Member Relations	131	(1)
Research	131	(1)
Objectives	132	(1)
Programming	133	(1)
Evaluation	134	(1)
Summary	134	(1)
Readings on Member Relations	134	(2)
Member Relations Cases
Case 4-4 It's Up to Us. It's Up to You	136	(7)
Case 4-5 Driving for Quality Care	143	(8)
Community Relations	151	(32)
Research	152	(2)
Objectives	154	(1)
Programming	155	(1)
Evaluation	156	(1)
Summary	157	(1)
Readings on Community Relations	157	(3)
Community Relations Cases
Case 5-1 Dr. Martin Luther King, Jr. Library---Check It Out!	160	(9)
Case 5-2 Barberton Citizens Hospital: Keep Barberton Healthy	169	(7)
Case 5-3 Dare to Care About the Air	176	(7)
Public Affairs and Government Relations	183	(45)
Research	184	(2)
Objectives	186	(1)
Programming	187	(8)
Evaluation	195	(1)
Summary	196	(1)
Readings on Public Affairs	197	(4)
Case 6-1 A Record Gift to NPR: Keeping Good News from Going Bad	201	(9)
Case 6-2 Standing Up for Consumer Choice---The SB 1648 Battle	210	(9)
Case 6-3 Save Our Doctors Protect Our Patients: The Maryland Miracle	219	(9)
Investor and Financial Relations	228	(22)
Research	229	(1)
Objectives	230	(1)
Programming	230	(2)
Evaluation	232	(1)
Summary	232	(1)
Readings on Investor and Financial Relations	233	(3)
Investor Relations Cases
Case 7-1 New Beginnings: Recovering from Tragedy; Unlocking the Value	236	(6)
Case 7-2 Navigating Through a Current of Uncertainty: Getting Aquila Back on Solid Ground	242	(8)
Consumer Relations	250	(24)
Research	251	(1)
Objectives	252	(1)
Programming	252	(2)
Evaluation	254	(1)
Summary	255	(1)
Readings on Consumer Relations	255	(3)
Consumer Relations Cases
Case 8-1 A Stronger Way to Sell Appliances	258	(9)
Case 8-2 Lay's Stax Challenge	267	(7)
International Public Relations	274	(43)
Research	275	(1)
Objectives	276	(1)
Programming	277	(2)
Evaluation	279	(1)
Summary	280	(1)
Readings on International Public Relations	280	(4)
International Public Relations Cases
Case 9-1 Convincing the World That Film Processing Matters---The Launch of Kodak Perfect Touch Processing	284	(15)
Case 9-2 The Electronic Product Code: From Concept to Commercialization in One Year	299	(10)
Case 9-3 IDRC Merges with NACORE: The Launch of CoreNet Global	309	(8)
Relations with Special Publics	317	(50)
Research	319	(1)
Objectives	320	(1)
Programming	321	(1)
Evaluation	322	(1)
Summary	322	(1)
Readings on Special Publics	323	(3)
Special Publics Cases
Case 10-1 A Fashionable Red Alert Warns Women of The Heart Truth	326	(14)
Case 10-2 REBEL: New Jersey's New Youth Antitobacco Movement	340	(16)
Case 10-3 The Shutterfly Soiree	356	(11)
PART III EMERGENCY PUBLIC RELATIONS	367	(28)
Emergency Public Relations	368	(27)
Research	369	(1)
Objectives	369	(1)
Programming	370	(4)
Evaluation	374	(1)
Summary	374	(1)
Readings on Emergency Public Relations	375	(3)
Emergency Public Relations Cases
Case 11-1 Protecting Consumer Confidence in U.S. Beef: A Success Story	378	(9)
Case 11-2 San Diego Wildfires 2003	387	(8)
PART IV BEYOND PUBLIC RELATIONS	395	(40)
Integrated Marketing Communications	396	(39)
Research	397	(1)
Objectives	398	(1)
Programming	399	(1)
Evaluation	400	(1)
Summary	400	(1)
Notes	400	(1)
Readings on Integrated Marketing Communications	400	(3)
Integrated Marketing Communications Cases
Case 12-1 Diabetes for Life Campaign	403	(10)
Case 12-2 The Healthy Potato---Relaunching America's Favorite Vegetable in the Atkins Era	413	(11)
Case 12-3 Break a Treaty, Break the Law	424	(11)
Appendix I: Questions for Class Discussion and Case Analysis	435	(3)
Appendix II: PRSA Member Code of Ethics 2000	438	(9)
Index	447