Adventures in Public Relations Case Studies and Critical Thinking

by Guth, David W.; Marsh, Charles, Ph.D.

• ISBN13: 9780205405701
• ISBN10: 0205405703
• Format: Paperback
• Copyright: 2004-10-01
• Publisher: Pearson

Summary

Adventures in Public Relationsengages students in the practice of public relations with exciting, timely, representative cases combined with a strong focus on critical thinking and problem solving. This text conveys the excitement and challenge of public relations by presenting students with a real-world portrait of the profession. Students will learn from the successes and failures of the public relations campaigns examined in the text. The book's focus on critical thinking helps students develop the problem-solving skills essential to success in public relations. As with the authors' successful introductory text,Public Relations: A Values-Driven Approach,this text also encourages readers to identify, refine, and test their own values systems.

Table of Contents

Preface	xi
Section I Foundations	1	(30)
The World of Public Relations	1	(14)
Platonic Dialectic	13	(2)
Analyzing Case Studies	15	(16)
The Planning Grid	27	(4)
Section II Internal Communication	31	(82)
Employee Relations	31	(26)
Apparent Success: Wachovia Pleases Moms and Dads with Award-Winning Employee Relations	39	(4)
Gold Medals and Golden Arches: McDonald's Showcases Its Employees at the 2002 Winter Olympics	43	(6)
Taking a Stand: SBC Unleashes the Power of Its Employees	49	(8)
The Communication Audit	54	(3)
Member Relations	57	(28)
Water Hazard: A Coalition of Environmental Groups Takes on an Economic Superpower---and Wins	67	(4)
AARP's SOCO: To Placate Unhappy Members, AARP Develops a Strategic Overriding Communications Objective	71	(6)
Libraries, Underpants, and the First Amendment: The American Library Association Rallies Its Members to Fight Book Bannings	77	(8)
Measuring Relationships	82	(3)
Investor Relations	85	(28)
Short Story: Thwarting Short Sellers Becomes a Tall Order for 4Kids Entertainment and KCSA	94	(4)
Enron De-Energizes: Faulty Investor Relations Contributes to a $60 Billion Failure	98	(5)
The No-Hype IPO: Buffalo Wild Wings Shuns Stock Market Flights of Fancy	103	(10)
Issues Management	109	(4)
Section III External Communication	113	(128)
Media Relations	113	(26)
Talking Trash: Oklahoma's Antilittering Campaign Helps ``Keep Our Land Grand''	122	(5)
Pink Ribbons and Blue Jeans: Lee National Denim Day® Raises Millions for Breast Cancer Research	127	(5)
Masters of Disaster: The Augusta National Golf Club Becomes the Focus of Women's Rights Protests	132	(7)
Advertising Value Equivalency	137	(2)
Community Relations	139	(26)
Letting Go: Strategic Partnerships Help Celebrate Colorado's Year of Trails	147	(4)
Teacher on the Trail: Wells Fargo Integrates Its Values with Alaska's Heritage	151	(5)
Fear the Turtle: The University of Maryland Rallies to Save the Diamondback Terrapin	156	(9)
Coorientation	162	(3)
Consumer Relations	165	(26)
Purple Passion: Jack Horner Communications Catches up with a Leading Ketchup	173	(5)
Harry Potter and the Magical Marketing Campaign: Harry Potter and the Order of the Phoenix Makes Publishing History	178	(5)
No Ordinary Joe: Grocery Store Chain Trader Joe's Prefers Customer Relations to Advertising	183	(8)
The Strategic Message Planner	188	(3)
Business-to-Business Relations	191	(24)
Through the Mummy's Eyes: Silicon Graphics Inc. and Portfolio Communications Return to the Past for a Futuristic Campaign	198	(4)
Bad Scents and Good Sense: An American City Turns Its Offensive ``Tacoma Aroma'' into the Sweet Smell of Success	202	(5)
Shootout in the E-Frontier: St. Paul Wants the Business World to Fight Back against Hackers, Viruses, and Bugs	207	(8)
SWOT Analysis	213	(2)
Cross-Cultural and International Relations	215	(26)
Gross (Multi) National Product: The United Kingdom's Science Museum Hopes that a Controversial U.S. Exhibition Will Make a Big Stink	223	(5)
Power to the People: To Communicate with Californians, a Public Relations Agency Learns to Speak in Five Languages	228	(5)
Civil Disobedience in Nigeria: An Unusual Campaign Tactic Improves Relationships in a Developing Nation	233	(8)
Hofstede's Cultural Dimensions	238	(3)
Section IV The Social Environment	241	(106)
Ethics and Social Responsibility	241	(26)
Death Wish: Last Acts Seeks to Change a Bitter End to a Better End	250	(4)
iLoo Meets Its Waterloo: Microsoft's ``Miscommunication'' Inadvertently Misleads Journalists	254	(5)
Interns and Ethics: Young Public Relations Professionals Help Navigate a Course among Competing Values	259	(8)
11 The Potter Box	264	(3)
Political and Public Policy Communication	267	(28)
War of Words: The Government Debates the Role of Overseas Information in the War on Terror	278	(5)
``Please Help Us'': A Family Campaigns to Keep Dale Earnhardt's Autopsy Records Private	283	(3)
Giving an ASSIST: The National Cancer Institute Builds Local Coalitions to Reduce Smoking	286	(9)
Force Field Analysis	292	(3)
Crisis Communications	295	(24)
Lessons Learned? NASA Responds to the Columbia Disaster	302	(5)
A Season of Crises: American Airlines Scrambles to Survive following Sept. 11	307	(5)
The Road to Recovery: Toronto Revives Tourism following a Deadly SARS Outbreak	312	(7)
Crisis Risk Assessment	317	(2)
Cyber-Relations	319	(28)
Suing the Customer: The Music Industry Battles Online Piracy	329	(5)
One Cow from Disaster: The Dairy Industry Uses the Web to Prevent Panic	334	(6)
The Great Firewall of China: Beijing Moves to Control Internet Content	340	(7)
14 Creative Thinking	345	(2)
Appendix Public Relations Society of America Member Code of Ethics	347	(6)
Glossary	353	(6)
Index	359