Case book for the Public Relations Management course. For graduate and undergraduate level courses in introductory public relations; public relations campaigns, cases & problems; business communications; management and society. This text, written by two of the most respected and honored individuals in the field, has become the PR casebook for students, teachers and practitioners. By carefully analyzing actual cases, the authors help students develop agility in applying effective, cutting-edge public relations practices to a wide variety of situations...involving all types and sizes of organizations.
Table of Contents
(NOTE: Each chapter concludes with noted problems.) 1. The Purpose of Public Relations. 2. How Public Relations Deals with Problems and Opportunities. 3. Employee Relations.
AIDS in the Workplace. Employee Statisfaction Means Customer Satisfaction. Sohio's Monster Moving Day. Motorola's Quest for Quality. Where Profit Comes First: A New Management Style?
4. Community Relations.
A Continental Community Relations Challenge Toronto Dominion Bank. Chemical Industry Takes Responsibility for Community. Medical Service Provides Community Service. The Struggle for Nuclear Power. Nuclear Waste Goes Down the Drain. Volunteer Programs Improve the Quality of Life.
5. Investor Relations.
A Classic: On Wall Street, Inside Information Is Profitable. A Classic: Nader Takes on General Motors. A City Divided: SDG&E Takeover. The Seamless Web: How Relations with Other Publics Affects Investor Relations.
6. Consumer Relations.
The Changing Kingdom of Coors. The Hamburger Wars. A Classic: Tylenol Rides it Out and Gains a Legacy. Putting On a New Face. Customer Satisfaction: How Wal-Mart and L.L. Bean have Translated it from Buzzword to Behavior.
7. Media Relations.
NASSP: News Media as a Feedback Source. Alar & PR: Getting to the Core of the Apple Problem. Nightmare in Newfoundland. The Lights Go Back On at an Electric Utility. A Classic: Building Media Relationships that Pay.
8. Public Issues and Concerns, Private Interests and Campaigns.
Values o a Collision Course. Reproductive Rights and the Abortion Issue. Take Your Choice—Tobacco or Health. Guns...For Whom? For What? The Colossal Effort to Advance Beyond War. Building Support for the Centerpiece of Democracy. Free the Texas Shopper! Mothers Against Drunk Driving—MADD. Whose Right to Know What?: AIDS and Condoms in Schools.
9. Crisis Management.
Beer and Cookies: Rumor and Reality. Bhopal and Valdez: Corporate Crises of Epic Proportions. Building Grassroots Support to Avoid Bankruptcy. Established Relationships Save a Landmark Company. Who's Rights Are They?
10. Standards, Ethics, and Values.
Fund-Raising—A Question of Trust. A Classic: Baby Formula Raises Questions. Ethics Woven into the Decision-Making Process. Disarming the Critics and Making Friends. Breast Implants and Dow Corning: Dealing with the Perception of Deception. Political Correctness: Is It Just a Polite Way to Restrict Freedom of Speech? The Mammography Issue: The Effect of a Triggering Event.