Applied Public Relations : Cases in Stakeholder Management

• ISBN13: 9780203871546
• ISBN10: 0203871545
• Copyright: 2009-06-17
• Publisher: Taylor & Francis

Summary

Applied Public Relationsprovides readers with the opportunity to observe and analyze how contemporary businesses and organizations interact with key groups and influences. Through the presentation of cases covering a wide variety of industries, locations, and settings, authors Kathy Brittain McKee and Larry F. Lamb examine how real organizations develop and maintain their relationships, offering valuable insights into contemporary business and organizational management practices. McKee and Lamb place special emphasis on public relations as a strategic management function that must coordinate its planning and activities with key organizational units - human resources, marketing, legal counsel, finance, and operations, among others. A commitment to the ethical practice of public relations underlies the book, and students are challenged not only to assess the effectiveness of the practices outlined, but also to understand the ethical implications of those choices. This second edition includes the following key features: New and updated cases Additional Professional Insight commentaries Expanded use of charts and photos An appendix with the PRSA Member Code of Ethics and the IABC Code of Ethics for Professional Communicators A companion website with resources for the student and the instructor. With its practical orientation and scope, Applied Public Relations is a useful text for courses on public relations management, public relations cases and campaigns, and integrated communication management.

Table of Contents

Professional Insight: The Management Champion of Social Responsibility

Applied Public Relations: Maintaining Mutually Beneficial Systems of Stakeholder Relationships

Professional Insight: The Case for Character

Stakeholders: Employees

General Motors Trims Its Workforce and Operations

Case 2

Teamsters Deliver Public Support During the UPS Strike

Sun Shines Through Employee Blogs

The Case of the Misfired Memo

Professonal Insight: Your Real Job Description

Stakeholders: Community

'The Company For Women' Pledges Support

CharitaBulls Help Others Win at Life

"Walking the Talk": DuPont's Land Legacy Program Donates 16,000 Acres to The Conservation Fund

Habitat for Humanity: Building Corporate Bridges and Affordable Houses

Community Service Constitutes Core Competency of Timberland

Professonal Insight: A Lesson: Advertising and Public Relations Can Work in Harmony

Stakeholders: Consumers

"Would You Like Your Taco With or Without Pesticide Today?"

Wendy's Relies On Reputation to Combat "Finger" Fraud

Bausch & Lomb See Recall

Tire Tread Troubles Drive Firestone into Crisis of Confidence

Wal-Mart: Soaring Through Sustainability

Warner Bros. (and Others) are Wild About "Harry"

Professonal Insight: Public Relations in the iPod Generation

Stakeholders: Media

Media Interest in Transplant Drama Stokes Anxiety in Health Care Professionals

Fakes News Release Leads to Arrest

Bishops, Priests, and Reporters: The Catholic Church and Media Coverage of Sex Abuse Scandals

Bowling For Columbine Strikes Ammunition Sales at Kmart Corp

Creating and Controlling-A dialogue on Energy: Chevron Launches Worldwide Advertising Campaign

Professional Insight: Making News in a New Media World

Stakeholders: Investors

The Communications Company That Didn't Communicate: WorldCom

Appearances or Substance: Which is More Important?

A Habit of Activism

Hewlett-Packard Seeks to Plug Leaks With a Secret Investigation

Professonal Insight: Integrated Communication and Shareholder Wealth

Stakeholders: Members and Volunteers

Designated Donations? The American Red Cross and the Liberty Fund

Offering "1-888-995-HOPE" to Homeowners

Colossal Fossil Dominates Chicago's Field Museum

Queen Latifah Introduces National Women's Confidence Day

A New Way for the United Way of the National Capital Area?

Professional Insight: A Higher Ethical Standard for Non-Profits

Stakeholder: Governments and Regulators

Hospital Advocates for its Property-Tax Exemption

New Internet Cookie Recipe Gives Heartburn to DoubleClick

"Working Together to Bring Peace":Saudi Arabia Seeks to Improve its U.S. Image

Kick Ash Bash Sets Stage for Antismoking Campaign

Case 34

Professional Insight: Is Saying 'No' an Option for the Government?

Stakeholders: Activists

PETA Serves Up "Holocaust on Your Plate" Campaign

Greenpeace Pressures Chemical Producers to Reduce Risks of Chlorine Gas

Activist Campaign in India Examines Soft Drinks

Activists Keep Nike on the Run

Professional Insight: Three Key Concepts from a PR Pioneer Turned Critic

Stakeholders: Global Citizens

Case 40

Bayer Drug Recall Strains International Relationships

Brewing International Relationships: Does Starbucks C.A.F.É. Program Serve Social Responsibility to Ethiopian Coffee Farmers?

Publicis and the European Central Bank Introduce "The Euro. Our Money" to the World

Red, White, and Blue-and Golden? McDonald's Responds to International Pressures

Maritime Tragedy Compounded by Cultural Differences

Professional Insight: Global Connections, Distinctive Differences

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