Applied Public Relations: Cases in Stakeholder Management

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  • Edition: 2nd
  • Format: Nonspecific Binding
  • Copyright: 2009-06-11
  • Publisher: Routledge
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Applied Public Relations provides 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.

Author Biography

Kathy Brittain McKee is a professor of Communication at Berry College. She is the co-author of Media Ethics: Cases and Moral Reasoning, which is now in its 8th edition. Larry F. Lamb has managed public relations at Fortune 500 companies, served international clients of a communications consulting business, and taught at two public universities.

Table of Contents

List of figuresp. ix
Prefacep. xi
Professional Insight: The Management Champion of Social Responsibilityp. xiv
Public Relations: Maintaining Mutually Beneficial Systems of Stakeholder Relationshipsp. 1
Professional Insight: The Case For Characterp. 8
Stakeholders: Employeesp. 11
General Motors Trims Its Workforce and Operationsp. 16
"You Can't Buy That Kind of PR": Southwest Airlines Employees Star in Reality TVp. 21
Teamsters Deliver Public Support During the UPS Strikep. 24
Sun Shines Through Employee Blogsp. 28
The Case of the Misfired Memop. 31
Professional Insight: Your Real Job Descriptionp. 35
Stakeholders: Communityp. 37
`The Company For Women' Pledges Supportp. 41
CharitaBulls Help Others Win at Lifep. 46
"Walking the Talk": DuPont's Land Legacy Program Donates 16,000 Acres to The Conservation Fundp. 50
Habitat for Humanity: Building Corporate Bridges and Affordable Housesp. 54
Community Service Constitutes Core Competency of Timberlandp. 58
Professional Insight: A Lesson: Advertising and Public Relations Can Work in Harmonyp. 64
Stakeholders: Consumersp. 67
"Would You Like Your Taco With or Without Pesticide Today?"p. 71
Wendy's Relies On Reputation to Combat "Finger" Fraudp. 76
Bausch & Lomb Sees Recallp. 79
Tire Tread Troubles Drive Firestone into Crisis of Confidencep. 83
Wal-Mart: Soaring Through Sustainabilityp. 89
Warner Bros. (and Others) are Wild About "Harry"p. 93
Professional Insight: Public Relations in the iPod Generationp. 98
Stakeholders: Mediap. 101
Media Interest in Transplant Drama Stokes Anxiety in Health Care Professionalsp. 106
Fake News Release Leads to Arrestp. 113
Bishops, Priests, and Reporters: The Catholic Church and Media Coverage of Sex Abuse Scandalsp. 119
Bowling For Columbine Strikes Ammunition Sales at Kmart Corp.p. 124
Creating and Controlling-A Dialogue on Energy: Chevron Launches Worldwide Advertising Campaignp. 127
Professional Insight: Making News in a New Media Worldp. 131
Stakeholders: Investorsp. 133
The Communications Company That Didn't Communicate: WorldComp. 138
Appearances or Substance: Which is More Important?p. 143
A Habit of Activismp. 150
Hewlett-Packard Seeks to Plug Leaks With a Secret Investigationp. 154
Professional Insight: Integrated Communication and Shareholder Wealthp. 158
Stakeholders: Members and Volunteersp. 161
Designated Donations? The American Red Cross and the Liberty Fundp. 165
Offering "1-888-995-HOPE" to Homeownersp. 171
Colossal Fossil Dominates Chicago's Field Museump. 174
Queen Latifah Introduces National Women's Confidence Dayp. 179
A New Way for the United Way of the National Capital Area?p. 182
Professional Insight: A Higher Ethical Standard for Nonprofitsp. 187
Stakeholders: Governments and Regulatorsp. 189
Hospital Advocates for its Property-Tax Exemptionp. 196
New Internet Cookie Recipe Gives Heartburn to DoubleClickp. 201
"Working Together to Bring Peace": Saudi Arabia Seeks to Improve its U.S. Imagep. 206
Kick Ash Bash Sets Stage for Antismoking Campaignp. 209
"What Happened": Former Press Secretary's Memoir Sparks Controversiesp. 215
Professional Insight: Is Saying "No" an Option for the Government?p. 218
Stakeholders: Activistsp. 221
PETA Serves Up "Holocaust on Your Plate" Campaignp. 225
Greenpeace Pressures Chemical Producers to Reduce Risks of Chlorine Gasp. 228
Activist Campaign in India Examines Soft Drinksp. 233
Activists Keep Nike on the Runp. 239
Professional Insight: Three Key Concepts from a PR Pioneer Turned Criticp. 246
Stakeholders: Global Citizensp. 249
"Our Weapon is Our Nakedness": Nigerian Women Use Cultural Taboo to Fight Big Oil Companyp. 254
Bayer Drug Recall Strains International Relationshipsp. 258
Brewing International Relationships: Does Starbucks C.A.F.E. Program Serve Social Responsibility to Ethiopian Coffee Farmers?p. 263
Publicis and the European Central Bank Introduce "The Euro, Our Money" to the Worldp. 268
Red, White, and Blue-and Golden? McDonald's Responds to International Pressuresp. 272
Maritime Tragedy Compounded by Cultural Differencesp. 276
Professional Insight: Global Connections, Distinctive Differencesp. 282
Indexp. 284
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