Public Relations Cases

by Hendrix, Jerry A.

• ISBN13: 9780534522360
• ISBN10: 053452236X
• Format: Paperback
• Copyright: 1997-08-07
• Publisher: Wadsworth Publishing

Summary

The Sixth Edition of PUBLIC RELATIONS CASES 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 why select public relations cases had the effect they did. This text's excellent organization, practical and theoretical coverage of topics, and variety of cases have been its consistent strengths.

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	ix
Part I Solving Public Relations Problems	1	(48)
Chapter 1 Public Relations in Action	3	(8)
Process	5	(1)
Cases	6	(1)
Ethics	6	(2)
The Overall Plan of This Book	8	(1)
General Public Relations Readings	9	(2)
Chapter 2 A Public Relations Process	11	(38)
Research	12	(11)
Objectives	23	(6)
Programming	29	(12)
Evaluating	41	(2)
Summary	43	(1)
Notes	44	(1)
Readings on the Public Relations Process	45	(4)
Part II Reaching Major Audiences	49	(362)
Chapter 3 Media Relations	51	(62)
Research	52	(3)
Objectives	55	(1)
Programming	56	(5)
Evaluation	61	(1)
Summary	62	(1)
Readings on Media Relations	63	(2)
MEDIA RELATIONS CASES	65	(48)
CASE 3-1 THE CLINTON HEALTH CARE PLAN: WHAT WENT WRONG?	66	(10)
CASE 3-2 MASTERCARD'S SPONSORSHIP OF WORLD CUP USA '94	76	(14)
CASE 3-3 RURAL FLOOD RELIEF FUND	90	(7)
CASE 3-4 THE COMMEMORATION OF THE FIFTIETH ANNIVERSARY OF D-DAY	97	(16)
Chapter 4 Internal Communications	113	(57)
Employee Relations	114	(1)
Research	114	(1)
Objectives	115	(1)
Programming	116	(2)
Evaluation	118	(1)
Summary	118	(2)
EMPLOYEE RELATIONS CASES	120	(21)
CASE 4-1 "JUST 2 IT!"	121	(9)
CASE 4-2 RESHAPING BENEFITS AND THE CORPORATE CULTURE	130	(11)
Member Relations	141	(1)
Research	141	(1)
Objectives	142	(1)
Programming	143	(1)
Evaluation	143	(1)
Summary	144	(1)
Readings on Internal Communications	144	(3)
MEMBER RELATIONS CASES	147	(23)
CASE 4-3 THE MEMBER RELATIONS PROGRAM OF THE U.S. CHAMBER OF COMMERCE	148	(12)
CASE 4-4 CREDIBILITY AT STAKE: SAVING A COMMUNICATIONS PROGRAM	160	(10)
Chapter 5 Community Relations	170	(45)
Research	171	(1)
Objectives	172	(1)
Programming	173	(2)
Evaluation	175	(1)
Summary	175	(1)
Readings on Community Relations	176	(1)
COMMUNITY RELATIONS CASES	177	(38)
CASE 5-1 DISNEY, TAKE A SECOND LOOK	178	(13)
CASE 5-2 COLORADO SPRINGS AIRPORT OPENING	191	(9)
CASE 5-3 "LIFTING THE VEIL"	200	(15)
Chapter 6 Public Affairs and Government Relations	215	(44)
Research	216	(2)
Objectives	218	(1)
Programming	219	(7)
Evaluation	226	(1)
Summary	227	(1)
Readings on Public Affairs	228	(2)
PUBLIC AFFAIRS CASES	230	(29)
CASE 6-1 NEVER TAKE YOUR EYE OFF THE GOAL: HOW GRASSROOTS ACTIVISM PRESERVED THE FUNDING OF OHIO'S 250 PUBLIC LIBRARY SYSTEMS	231	(10)
CASE 6-2 SPACE STATION: IT'S ABOUT LIFE ON EARTH, 1994 NATIONAL CAMPAIGN	241	(8)
CASE 6-3 BALANCING SCHOOL MEALS WITH GRAINS	249	(10)
Chapter 7 Investor and Financial Relations	259	(30)
Research	260	(1)
Objectives	261	(1)
Programming	261	(2)
Evaluation	263	(1)
Summary	263	(1)
Readings on Investor and Financial Relations	264	(3)
INVESTOR RELATIONS CASES	267	(22)
CASE 7-1 PROJECT WINGS--IMAGING BACK IN FOCUS	268	(12)
CASE 7-2 ACX TECHNOLOGIES 1992 INVESTOR RELATIONS PROGRAM	280	(9)
Chapter 8 Consumer Relations	289	(36)
Research	290	(1)
Objectives	291	(1)
Programming	292	(1)
Evaluation	293	(1)
Summary	294	(1)
Readings on Consumer Relations	294	(2)
CONSUMER RELATIONS CASES	296	(29)
CASE 8-1 "KNOW THE DIFFERENCE. HANG UP ON FRAUD"	297	(10)
CASE 8-2 "EGGS ARE BACK"	307	(9)
CASE 8-3 SKIN AWARENESS MONTH	316	(9)
Chapter 9 International Public Relations	325	(30)
Research	326	(1)
Objectives	327	(1)
Programming	328	(2)
Evaluation	330	(1)
Summary	331	(1)
Readings on International Public Relations	331	(3)
INTERNATIONAL PUBLIC RELATIONS CASES	334	(21)
CASE 9-1 EXPLORING PORTUGAL: OPPORTUNITIES FOR U.S. BUSINESS	335	(9)
CASE 9-2 COUP OR NO COUP: STRATEGIC PR HELPS BAXTER OVERCOME OBSTACLES TO ESTABLISHING A VIABLE BUSINESS IN RUSSIA	344	(11)
Chapter 10 Relations with Special Publics	355	(56)
Research	357	(1)
Objectives	358	(1)
Programming	359	(1)
Evaluation	360	(1)
Summary	360	(1)
Readings on Special Publics	361	(3)
SPECIAL PUBLICS CASES	364	(47)
CASE 10-1 THROWING THE "PHONELESS" A LIFELINE: SOUTHWESTERN BELL TELEPHONE PROMOTES DISCOUNT PHONE SERVICE	365	(12)
CASE 10-2 GIVE YOUR KIDS A SHOT OF LOVE	377	(12)
CASE 10-3 WHEN STROKE STRIKES: THE FIRST SIX HOURS	389	(9)
CASE 10-4 CHEM TV: DOW'S ANSWER FOR SPARKING STUDENT INTEREST IN SCIENCE	398	(13)
Part III Emergency Public Relations	411	(1)
Chapter 11 Emergency Public Relations	413
Research	414	(1)
Objectives	414	(1)
Programming	415	(3)
Evaluation	418	(1)
Summary	419	(1)
Readings on Emergency Public Relations	419	(3)
EMERGENCY PUBLIC RELATIONS CASES	422
CASE 11-1 POWER OF THE MEDIA HELPS CARE SAVE LIVES	423	(11)
CASE 11-2 PEPSI'S CRISIS RESPONSE: THE SYRINGE SCARE	434
Appendixes	411	(64)
I Questions for Class Discussion and Case Analysis	447	(3)
II Case Problems and Exercises	450	(15)
III PRSA Code of Professional Standards for the Practice of Public Relations	465	(10)
Index	475