Public Relations Cases

by Hendrix, Jerry A.

• ISBN13: 9780534514327
• ISBN10: 0534514324
• Format: Paperback
• Copyright: 2000-06-02
• Publisher: Wadsworth Publishing

Summary

The Fifth Edition 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 understand why select public relations cases had the effect they did.

Author Biography

Jerry A. Hendrix (Ph.D., Loursiana State University) teaches at the School of Communication, American University in Washington, D.C. He is an accredited member of the Public Relations Society of America.

Table of Contents

Preface	vi
Part I Solving Public Relations Problems	1	(48)
Public Relations in Action	3	(8)
Process	5	(1)
Cases	6	(1)
Ethics	6	(2)
The Overall Plan of This Book	8	(1)
Keys to Success	9	(1)
General Public Relations Readings	9	(2)
A Public Relations Process	11	(38)
Research	12	(11)
Objectives	23	(6)
Programming	29	(12)
Evaluation	41	(2)
Summary	43	(1)
Teach Your Methods Well	44	(1)
Notes	45	(1)
Readings on the Public Relations Process	45	(4)
Part II Reaching Major Audiences	49	(354)
Media Relations	51	(56)
Research	52	(3)
Objectives	55	(1)
Programming	56	(5)
Evaluation	61	(1)
Summary	62	(1)
Media Relations on the Cheap	63	(1)
Readings on Media Relations	63	(3)
Media Relations Cases	66	(41)
Titanic Video Launch	67	(9)
Sea-Ing Double: How Princess Cruises Made Identical Ships Newsworthy	76	(7)
Maytag Neptune High-Efficiency Washer Introduction	83	(15)
Legendary Football Coaches Commemorative Stamps	98	(9)
Internal Communications	107	(50)
Employee Relations	108	(1)
Research	108	(1)
Objectives	109	(1)
Programming	110	(2)
Evaluation	112	(1)
Summary	112	(1)
Face to Face	113	(1)
Employee Relations Cases	114	(17)
``Just 2 It''	115	(9)
Healthy Heart and Soul	124	(7)
Member Relations	131	(1)
Research	131	(1)
Objectives	132	(1)
Programming	133	(1)
Evaluation	133	(1)
Summary	134	(1)
Readings on Internal Communications	134	(3)
Member Relations Cases	137	(20)
The Air Force Association---Member Relations	138	(10)
World Vinyl Forum	148	(9)
Community Relations	157	(36)
Research	158	(1)
Objectives	159	(1)
Programming	160	(2)
Evaluation	162	(1)
Summary	162	(1)
Riding the Rails	163	(1)
Readings on Community Relations	163	(2)
Community Relations Cases	165	(28)
Come Home: The Return to Central Library	166	(11)
Colorado Springs Airport Opening	177	(9)
The Collectors	186	(7)
Public Affairs and Government Relations	193	(44)
Research	194	(2)
Objectives	196	(1)
Programming	197	(7)
Evaluation	204	(1)
Summary	205	(1)
Public Affairs in the Digital Age	206	(1)
Readings on Public Affairs	206	(2)
Public Affairs Cases	208	(29)
Revision 12: The Campaign to Close the Gun Show Loophole in Florida	209	(9)
Ryobi 4-Cycle: The Future Is Clear	218	(9)
Balancing School Meals with Grains	227	(10)
Investor and Financial Relations	237	(37)
Research	238	(1)
Objectives	239	(1)
Programming	239	(2)
Evaluation	241	(1)
Summary	241	(1)
Publicly Relating to Investors	242	(1)
Readings on Investor and Financial Relations	242	(3)
Investor Relations Cases	245	(29)
Creating Confidence in a Corporate Turnaround	246	(17)
Repositioning the Scotts Company	263	(11)
Consumer Relations	274	(52)
Research	275	(1)
Objectives	276	(1)
Programming	277	(1)
Evaluation	278	(1)
Summary	279	(1)
Keeping the Consumers Happy	279	(1)
Readings on Consumer Relations	279	(3)
Consumer Relations Cases	282	(44)
Benecol Pre-Launch: Laying the Foundation for Phenomenon	283	(12)
Maxwell House Build a Home America	295	(11)
Making Science Make Sense	306	(13)
Wamoola Madness: American Meets the New $20 Bill	319	(7)
International Public Relations	326	(34)
Research	327	(1)
Objectives	328	(1)
Programming	329	(3)
Evaluation	332	(1)
Summary	332	(1)
Bon Voyage!	332	(1)
Readings on International Public Relations	332	(5)
International Public Relations Cases	337	(23)
Lucent Branding Success in Latin American---An Integrated Approach	338	(11)
Restoring Confidence in Korea During the Asian Financial Crisis	349	(11)
Relations with Special Publics	360	(43)
Research	362	(1)
Objectives	363	(1)
Programming	364	(1)
Evaluation	365	(1)
Summary	365	(1)
Segmenting Special Publics---Pros and Cons	366	(1)
Readings on Special Publics	366	(4)
Special Public Cases	370	(33)
Visa ``Read Me a Story''---Addressing America's Reading Crisis	371	(14)
Your Thyroid: Gland Central---Putting Thyroid Disease on the Fast Track	385	(10)
Hispanic Cheese Education Campaign	395	(8)
Part III Emergency Public Relations	403	(40)
Emergency Public Relations	405	(38)
Research	406	(1)
Objectives	406	(1)
Programming	407	(4)
Evaluation	411	(1)
Summary	411	(1)
Oh My Goodness!	412	(1)
Puttin' the Pieces Back Together!	412	(1)
Readings on Emergency Public Relations	412	(3)
Emergency Public Relations Cases	415	(28)
The Houston Chemical Complex	416	(16)
Pepsi's Crisis Response: The Syringe Scare	432	(11)
Part IV Beyond Public Relations: Integrated Marketing Communications	443	(30)
Integrated Marketing Communications	445	(28)
Research	446	(2)
Objectives	448	(1)
Programming	448	(1)
Evaluation	449	(1)
Summary	449	(1)
Notes	449	(1)
IMC in the Real World	450	(1)
Readings on Integrated Marketing Communications	450	(2)
Integrated Marketing Communications Cases	452	(21)
Best Drive in the Game	453	(11)
Montgomery Country's Composting Program	464	(9)
Appendix I Questions for Class Discussion and Case Analysis	473	(3)
Appendix II PRSA Code of Professional Standards for the Practice of Public Relations	476	(10)
Index	486