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Written by two of the most respected and honored individuals in the field, this definitive casebook of actual real-life public relations situations serves as a reference and guidebook for helping public relations professionals apply effective, cutting-edge public relations theories, principles, and practices to a wide variety of situations --involving all types and sizes of organizations.Features actual, real-life cases on each aspect of public relations --employee relations, media relations, community relations, issues, crises, investor relations, consumer relations and ethics. Some cases end favorable for the organization involved, some end in failure, and others are unresolved. Provides comprehensive introductions to each series of cases. Stresses the importance and necessity of combining all public relations actions with both personal and professional ethics in behavior -- as outlined by theDeclaration of Principles of PRSA's Code of Ethics.For any practicing public relations professional.
Table of Contents
|The Purposes of Public Relations||p. 1|
|How Public Relations Deals with Problems and Opportunities||p. 9|
|Employee Relations||p. 22|
|Investing in Employees Pays Off||p. 31|
|Southwest Airlines-Where Fun, LUV, and Profits Go Hand-in-Hand||p. 34|
|Creating a Collaborative, Employee-Driven Vision for the Future: Atlantic Southeast Airlines||p. 38|
|Kodak Communicates One-on-One with All of Its Employees||p. 43|
|What Price "Good" Employee Relations?||p. 46|
|Keeping Merger Havoc at Bay||p. 48|
|Community Relations||p. 49|
|A Classic: Chemical Industry Takes Responsibility for Community Concerns||p. 56|
|Community Relationships Maintained During Hospital Closing||p. 64|
|The Struggle for Nuclear Power||p. 68|
|Nuclear Waste Goes Down the Drain||p. 78|
|Grassroots Efforts Save a Historic Piece of Land||p. 87|
|One Company's Battle Resurrected in a Hollywood Movie: What Is the Best Defense?||p. 91|
|Helping Isn't Always Easy||p. 93|
|Adjusting to a Change in Command||p. 94|
|Bringing the Community to Consensus||p. 95|
|Investor Relations||p. 96|
|A Classic: On Wall Street, Inside Information Is Profitable||p. 103|
|Bankruptcy: Communicating for Future Success||p. 111|
|A City Divided: SDG&E Takeover||p. 115|
|A Classic: Established Relationships Save a Landmark Company||p. 120|
|Can an Annual Report Please Everyone?||p. 128|
|Here Comes That Man Nader, Again||p. 129|
|Planning the Annual Meeting with a Twist||p. 130|
|Consumer Relations||p. 131|
|Firestone: A Recall Revisited||p. 138|
|Texas Cattlemen Versus Oprah Winfrey||p. 144|
|A Classic: Tylenol Rides It Out and Gains a Legacy||p. 147|
|Intel Pays High Price for Losing Focus||p. 154|
|Wine Bar Needs Positioning||p. 157|
|Good Intentions, Bad Results||p. 157|
|Turning Customer Complaints to Customer Delight||p. 159|
|Media Relations||p. 160|
|There's a Syringe in My Pepsi Can!||p. 170|
|Alar and PR: Getting to the Core of the Apple Problem||p. 176|
|GM Versus NBC: A Corporate Crisis of Explosive Proportions||p. 186|
|A Classic: Building Media Relationships That Pay||p. 193|
|Universal Studios Florida: Riding "Rat Lady" to Halloween Success||p. 200|
|Employer Interests and Media Interests in Conflict||p. 203|
|Dealing with the Media in a Sticky Situation||p. 205|
|Public Issue Campaigns and Debates||p. 207|
|Rights and Choices-For Whom?||p. 216|
|Take Your Choice-Tobacco or Health||p. 222|
|Guns-For Whom? For What?||p. 233|
|United Way and the Boy Scouts of America: A Question of Funding||p. 244|
|A Classic: Free the Texas Shopper!||p. 250|
|Mothers Against Drunk Driving-MADD||p. 254|
|Smokeout Can Be a Hot Potato||p. 261|
|Refereeing a New Kind of Game||p. 262|
|Anticipating Emerging Issues||p. 264|
|Crisis Management||p. 265|
|Hurricane Katrina: A Disaster from Beginning to End||p. 271|
|A Classic: Bhopal-A Nightmare for Union Carbide||p. 279|
|A Classic: When Positive Actions Don't Result in Positive Perceptions||p. 285|
|Holden Heights Hostage Crisis||p. 290|
|Trouble in the Pews: The Catholic Church and Child Molestation||p. 294|
|The West Virginia Mine Disaster: An Emotional Roller Coaster and Public Relations Train Wreck||p. 301|
|When Associates Disagree in Handling an Emergency||p. 304|
|What to Do When an Employee's Problems Affect the Company||p. 305|
|Standards, Ethics, and Values||p. 306|
|Corporate Ethics-Armstrong Williams||p. 317|
|A Classic: Baby Formula Raises Questions||p. 320|
|Corporate Social Responsibility and Ethics: Nike's Labor Practices Under Scrutiny||p. 332|
|Dow Corning and Breast Implants: Dealing with the Perception of Deception||p. 340|
|Whether to Blow the Whistle||p. 347|
|Write the Truth or "Make Us Look Good"?||p. 348|
|Table of Contents provided by Ingram. All Rights Reserved.|