Applied Public Relations: Cases in Stakeholder Management

by Lamb; Lawrence F.

• ISBN13: 9780805846072
• ISBN10: 0805846077
• Format: Nonspecific Binding
• Copyright: 2004-08-12
• Publisher: Lawrence Erlbau

Summary

This casebook addresses the major issues in public relations, with an orientation toward management functions. It examines key functions of PR and recounts real experiences of PR practitioners. For advanced PR and PR case studies courses.

Table of Contents

List of Cases	xi
Preface	xiii
Public Relations: Maintaining Mutually Beneficial Systems of Stakeholder Relationships	1	(6)
Practicing Public Relations	1	(1)
Public Relations Processes Within Systems	2	(1)
Ethical and Legal Perspectives	3	(1)
Case-Study Analysis	4	(1)
Additional Readings	5	(2)
Stakeholders: Employees	7	(29)
Employee Satisfaction Pays Measurable Returns	8	(1)
Effective Leaders Inspire Trust and Confidence	9	(1)
Source of Satisfaction: Open and Honest Communication	9	(1)
Media Channels for Employees	10	(1)
Additional Readings	11	(25)
A New Kind of Car, a New Kind of Team: Saturn Comes to Tennessee	12	(4)
Freddie Mac Employees Get Prompt Report on Sweeping Changes	16	(5)
Southwest Airlines Finds a Payoff in Avoiding Employee Layoffs	21	(5)
Teamsters Deliver Public Support During the UPS Strike	26	(4)
Handling a Crisis: The U.S. Postal Service Responds to Anthrax Attacks	30	(4)
Professional Insights: The Management Champion of Social Responsibility	34	(2)
James E. Grunig
Stakeholders: Community	36	(25)
Community Relationships May Fluctuate	36	(1)
Changing Definitions of Community	37	(1)
Results of Community Relations	37	(2)
Communicating With Community Publics	39	(1)
Additional Readings	39	(22)
The Company for Women Pledges Support	40	(4)
CharitaBulls Help Others Win at Life	44	(4)
When It Comes to Your Lawn, Do It Naturally	48	(4)
Habitat for Humanity: Building Corporate Bridges and Affordable Houses	52	(4)
Community Service Constitutes Core Competency of Timberland	56	(5)
Stakeholders: Consumers	61	(27)
The Contemporary Consumer	61	(1)
Key Objectives	62	(1)
Integrated Communication	62	(1)
Business-to-Business Communication	63	(1)
Additional Readings	64	(24)
``Would You Like Your Taco With or Without Pesticide Today?''	65	(5)
A Change in Name---A Change in Image? From Prunes to Dried Plums	70	(3)
Tire Tread Troubles Drive Firestone Into Crisis of Confidence	73	(6)
A New Look for Work? Dockers Promotes Business Casual	79	(3)
Warner Bros. (and Others) Are Wild About Harry	82	(4)
Professional Insights: Forming Effective Relationships With Journalists	86	(2)
Lee Duffey
Stakeholders: Media	88	(30)
Media Stakeholders Serve Intervening Publics	88	(1)
Purposes of Media Relations	88	(1)
The Self-Interests of the Media	89	(1)
Time Pressures in Media Relations	89	(1)
Electronic Media Relations	90	(1)
Up to Date and Easy to Use	91	(1)
No Substitute for Human Contact	91	(1)
Additional Readings	92	(26)
Media Interest in Transplant Drama Stokes Anxiety in Health Care Professionals	93	(7)
Phony News Release Leads to Losses for Investors and a Prison Term for Former College Student	100	(5)
Sheik's Leisure Resort Project Gets Royal Treatment	105	(5)
Bishops, Priests, and Reporters: The Catholic Church and Media Coverage of Sex-Abuse Scandals	110	(5)
Bowling for Columbine Strikes Ammunition Sales at Kmart Corp.	115	(3)
Stakeholders: Investors	118	(23)
An Attractive Investment	118	(1)
Investment Bankers	119	(1)
Quiet Period Not Defined	120	(1)
SEC Goals	121	(1)
Institutional and Individual Investors	121	(1)
Paying Attention to Individuals	122	(1)
Additional Readings	122	(19)
The Communications Company That Didn't Communicate: WorldCom Faces a World-Record Bankruptcy and Leadership Scandal	123	(4)
Appearances or Substance: Which Is More Important?	127	(6)
Consulting Company Gets New Name and New Owners	133	(4)
Case of the Misfired Memo	137	(3)
Professional Insights: It's What We Do in Investor Relations That Matters	140	(1)
Louis M. Thompson, Jr.
Stakeholders: Members and Volunteers	141	(27)
Communicating With Volunteers and Members	142	(1)
Special Concerns	143	(1)
Additional Readings	144	(24)
Designated Donations? The American Red Cross and the Liberty Fund	145	(6)
``Only in Saskatchewan'': Government Campaign Solicits Youth Testimonials About Local Opportunities	151	(5)
Colossal Fossil Dominates Chicago's Field Museum	156	(5)
For Every Girl, Everywhere---Girl Scouts Prepare for the 21st Century	161	(3)
A New Way for the United Way of the National Capital Area?	164	(4)
Stakeholders: Governments and Regulators	168	(24)
The Roles of Practitioners	168	(1)
Regulatory Complexities	169	(1)
Critics of Regulation	169	(1)
Protecting the Powerless	170	(3)
Additional Readings	173	(19)
New Internet Cookie Recipe Gives Heartburn to DoubleClick	174	(5)
``Working Together To Bring Peace'': Saudi Arabia Seeks to Improve Its U.S. Image	179	(3)
Kick Ash Bash Sets Stage for Antismoking Campaign	182	(6)
``Powerful'' Campaign Seeks to Promote Healthy Bones	188	(2)
Professional Insights: A Higher Ethical Standard for Nonprofits	190	(2)
James E. Moody
Stakeholders: Activists	192	(30)
Activists Against SUVs	192	(1)
SUV Owners Organize	193	(1)
Purposes of Activism	193	(1)
Focusing on Social Problems	194	(1)
Framing a Message	194	(1)
An Underexamined Role	195	(1)
Additional Readings	195	(27)
Passionate About Policies to Protect Poultry	196	(6)
Greenpeace Pressures Chemical Producers to Reduce Risks of Chlorine Gas	202	(4)
Activist Campaign in India Examines Soft Drinks	206	(5)
Activists Keep Nike on the Run	211	(7)
``Walking the Talk''---DuPont's Land Legacy Program Donates 16,000 Acres to the Conservation Fund	218	(4)
Stakeholders: Global Citizens	222	(31)
Practitioners' Role in a Global Market	223	(1)
Cultural Differences	223	(1)
Get Local Help	224	(1)
Overcoming Language Barriers	224	(1)
Paralysis or Hubris	225	(1)
Critics of Globalization	225	(1)
Adjust to Global Threats	226	(1)
Additional Readings	226	(27)
Bayer Drug Recall Strains International Relationships	227	(5)
Helios? A Greek God With a British Accent for a Global Company	232	(6)
Publicis and the European Central Bank Introduce ``The Euro---Our Money'' to the World	238	(3)
Red, White, Blue---and Golden? McDonald's Responds to International Pressures	241	(4)
Maritime Tragedy Compounded by Cultural Differences	245	(8)
Index	253