Cases in Public Relations Management

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  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 2010-05-05
  • Publisher: Routledge
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Developed for advanced students in public relations, Cases in Public Relations Management uses recent cases in public relations that had outcomes varying from expected to unsuccessful. The text challenges students to think analytically, strategically, and practically. Each case is based on real events, and is designed to encourage discussion, debate, and exploration of the options available to today's strategic public relations manager.Key features of this text include coverage of the latest controversies in current events, discussion of the ethical issues that have made headlines in recent years, and strategies used by public relations practitioners. Most cases end with an open scenario, allowing students to discover different opinions and participate in creative discussions. The case study approach encourages readers to assess what they know about communication theory, the public relations process, and management practices, and prepares them for their future careers as PR practitioners.

Author Biography

Patricia Swann is Associate Professor and chair of the Public Relations and Journalism department at Utica College. She has won national, state and local awards for writing, photography, publication design, and public relations activities. She is a member of the Public Relations Society of America and serves as a faculty advisor for the Raymond Simon Chapter of the Public Relations Student Society of America at Utica College. She received her master's degree in public relations from Syracuse University S.I. Newhouse School of Public Communication.

Table of Contents

The Purpose of Public Relationsp. 1
Have an Organizational Purposep. 1
The Public Relations Processp. 6
How Public Relations Relates to Other Disciplinesp. 13
Communication Theoriesp. 17
Proactive Public Relationsp. 20
Monitor Your Environmentp. 20
Develop a Public Relations Strategyp. 25
The Case Methodp. 28
The Next Best Thing to Being Therep. 28
Five Rules for Case Studyp. 29
Worksheet 1: Preparing for the Casep. 34
Worksheet 2: Organizational Responsep. 35
Worksheet 3: Effective Communicationp. 37
Worksheet 4: Ways Organizations Communicatep. 38
Ethics and the Public Interestp. 40
PRSA Member Code of Ethicsp. 41
PRSA Code Provisionsp. 43
What Would You Do? Case Scenariosp. 47
City Utility or Cash Cow? Top Agency Accused of Overbilling Cityp. 49
"In Washington, I'm Karen Ryan Reporting." When Is a "Reporter" Not a Reporter?p. 58
Armstrong Williams: Disclosure Guidelines Snag Media Pundit and PR Firmp. 64
Letter from Kirlcuk ... Make That 500 Letters!p. 71
Corporate Social Responsibility: South African Wine Industry Promotes Ethical Practicesp. 75
Media Relationsp. 78
Do the Researchp. 79
Respect Deadlinesp. 79
Think and Write Like a Reporterp. 80
Build a Lasting Relationshipp. 82
Pitching to Brandweek: Understand the Medium You Are Pitching Top. 82
Do the Research: An Editor's Response to a Misguided Story Pitchp. 85
Can I Get That in Teal? Car Colors Critical to Consumer Choicep. 87
Break the Silence?Make the Call: Private and Public Communication Strategies for Domestic Violencep. 90
National Rankings Fever: Enhancing Children's Hospital Boston's Reputationp. 96
Communicating in the Face of Tragedy: Tsunami Media Team Operational Analysisp. 100
The "4Cs" of a Great Picture: Launching Kodak's High-Definition Filmp. 107
Crisis Communicationp. 111
Looking for Risks and Managing Issuesp. 113
Crisis Response Strategiesp. 112
Actions to Take during a Crisisp. 115
Planning for the Unthinkable: CDC's Smallpox Communication Crisis Planp. 118
Hidden Camera Captures Chicken Abuse: Animal Activist Group Targets Companyp. 123
Blogger Video and Internet Postings: Crisis Response in an Instant Internet Worldp. 130
"Crazy for You" Bear: Mental Health Advocates Criticize Cuddly Toyp. 138
Living in a Post-9/11 World: Controversial Campus Speaker Ignites Furorp. 144
Minicase: Camp Leech-a-Lotp. 151
Consumer Relationsp. 152
Marketing Communication Supportp. 152
Beyond the Consumerp. 155
Mashing the Low-Carbohydrate Craze: A Healthy Helping of Potato Promotionp. 155
Freedom, Flexibility, and Fun! Trade Association Puts Record Gas Prices in Perspectivep. 161
Kansas, as Big as You Think: Making a Blank State a Strong Brandp. 166
From Last Year's Styles to Now: Payless ShoeSource Repositions Itself as Fashion Focusedp. 172
Of Muggles, Quidditch, and Bertie Botts: Keeping the Harry Potter Magic Alivep. 176
"A Monument to Decadence": Introducing Hardee's Monster Thickburgerp. 178
Sports, Entertainment, and Travelp. 181
Damage Controlp. 183
Crisis Communicationp. 184
Queen of Talk Walks the Talk: Oprah Winfrey with Angel Network Tackles Katrina Needsp. 185
A Big Hit in Tokyo?and Cooperstown: Baseball Shrine Courts Future Hall of Famerp. 188
Todd Bertuzzi's Sucker Punch: Violent Incident Sparks Debate among NHL Fans and Criticsp. 191
From Blazer Mania to "Jail Blazers": Portland Blazers Struggle to Reconnect with Communityp. 194
Witch Way to Go? Going Beyond Salem's Witch City Personap. 197
Queen Mary 2's Unhappy Voyage: Luxurious Cruise or "High-Speed Passage"?p. 199
Is It Live or Is It Recorded, Ashlee? Managing Singer's Reputation after SNL Performancep. 201
Nazi Prince? The Trouble with Harry's Poor Costume Choicep. 204
Community Relationsp. 206
Building Positive Relationships at Homep. 206
Corporate Philanthropyp. 208
Event Sponsorship, In-Kind Contributions, and Cause-Related Marketingp. 209
Managing Activist Groupsp. 210
"It's the Real Thing": Protest at The Jewish Museump. 211
Night Train to Nashville: Music City Pays Tribute to Its R&B Heritagep. 216
Wells College: History, Tradition, and Now?Menp. 223
Creating Long-Distance Membership Valuep. 227
Boston Marathon: John Hancock Uses Sports to Leverage Its Imagep. 229
Employee Relationsp. 234
Public Relations Contributes to a Productive Workplace Culturep. 235
Effective Employee Communicationsp. 236
Internal Communicationp. 236
Internal Media Opportunitiesp. 237
Sago Mine Tragedy: Garbled Message Turns Jubilation into Anguish, Angerp. 238
Hallmark Writers on Tour: Meaningful Moments and Memories for Employees and Consumersp. 243
Communicating Organizational Growth: General Motors' Strategic Integration of Internal-External Communicationsp. 247
Big Brother is Watching: Browsing on Company Timep. 253
Governmental Relationsp. 256
Governmental Relationsp. 257
Public Affairs in Governmentp. 258
Base Closings and Realignment: Strategic Planning and Lobbying Protects Military Assetsp. 260
Welcome to Your New Job: Rebuilding a City's Damaged Reputationp. 267
Abu Ghraib: Part I: Public Affairs and the Iraqi Prisoner Abuse Scandalp. 268
Abu Ghraib: Part 2: Damage Control: The U.S. Government's Responsep. 276
Abu Ghraib: Part 3: On-the-Ground Responsep. 285
International Public Relationsp. 289
Containing the Deadly Marburg Virus: Taking a Culturally Based Communication Approachp. 292
Shark Fin Soup: Hong Kong Disneyland Seeks Cultural and Environmental Balancep. 295
Don't Do Evil: China's Censorship Policies Put Unwanted Spotlight on U.S. Internet Search Companiesp. 298
Corn Aids Europe's Green Revolution: NatureWorks LLC's Biodegradable Plastic Products Fit Eco Trendp. 303
Financial Relationsp. 307
A Quick Basic Business Primerp. 308
Investor Relations' Rolep. 309
Required Formsp. 312
Challenges in Investor Relationsp. 314
From Humble Beginnings: The World-Class Story of Teva Pharmaceutical Industries, Ltdp. 315
Wal-Mart: Can It Repair Its Corporate Reputation in the Eyes of All Its Constituents?p. 317
No Longer Boxed In: An Opportunity to Tell Iron Mountain's Dynamic Growth Storyp. 319
Burger King Holdings' Initial Public Offering: Designing an Investor Relations Program to Whet Wall Street's Appetite for the Company's Stockp. 320
Internships and Early Careerp. 323
Internship Tipsp. 323
First Job Tipsp. 327
Hey! Remember Me? Getting the Most Out of an Internship Experiencep. 328
Close Encounter of the Unwanted Kind: Friendship, Fraternizing, or Harassment?p. 331
Wanted: Media Relations Coordinator at State University, Part 1p. 333
The Interview for Media Relations Coordinator at State University, Part 2p. 334
Should I Take This Job?p. 338
Establishing a New Public Relations Programp. 340
Notesp. 342
Indexp. 376
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