Public Relations Practices : Managerial Case Studies and Problems

by Center, Allen H.; Jackson, Patrick; Smith, Stacey; Stansberry, Frank

• ISBN13: 9780132341363
• ISBN10: 0132341360
• Edition: 7th
• Format: Paperback
• Copyright: 2007-11-09
• Publisher: Prentice Hall

Summary

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

Preface	p. x
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
Index	p. 349
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