Public Relations Cases (with InfoTrac)

by Hendrix, Jerry A.

• ISBN13: 9780534606107
• ISBN10: 0534606105
• Edition: 6th
• Format: Paperback
• Copyright: 2003-06-02
• Publisher: Wadsworth Publishing

Summary

Preface. Part I: SOLVING PUBLIC RELATIONS PROBLEMS. 1. Public Relations in Action. 2. A Public Relations Process. Part II: REACHING MAJOR AUDIENCES. 3. Media Relations. 4. Internal Communications. 5. Community Relations. 6. Public Affairs and Government Relations. 7. Investor and Financial Relations. 8. Consumer Relations. 9. International Public Relations. 10. Relations with Special Publics. Part III: EMERGENCY PUBLIC RELATIONS. 11. Emergency Public Relations. Part IV: BEYOND PUBLIC RELATIONS: INTEGRATED MARKETING COMMUNICATIONS. 12. Integrated Marketing Communications. Appendix I: Questions for Class Discussion and Case Analysis. Appendix II: PRSA Member Code of Ethics 2000. Index.

Author Biography

Jerry A. Hendrix (Ph.D., Loursiana State University) teaches at the School of Communication, American University in Washington, D.C. He is an accredited member of the Public Relations Society of America.

Table of Contents

Preface	vii
PART I SOLVING PUBLIC RELATIONS PROBLEMS	1	(50)
Public Relations in Action	2	(10)
Process	4	(1)
Cases	4	(1)
New Technology	5	(1)
Ethics	6	(2)
The Overall Plan of This Book	8	(1)
InfoTrac® College Edition Activity: Agenda Setting	9	(1)
General Public Relations Readings	10	(2)
A Public Relations Process	12	(39)
Research	13	(11)
Objectives	24	(6)
Programming	30	(12)
Evaluation	42	(2)
Summary	44	(2)
InfoTrac College Edition Activity: A Seat at the Table	46	(1)
Notes	46	(1)
Readings on the Public Relations Process	47	(4)
PART II REACHING MAJOR AUDIENCES	51	(314)
Media Relations	52	(41)
Research	53	(3)
Objectives	56	(1)
Programming	57	(5)
Evaluation	62	(1)
Summary	63	(1)
InfoTrac College Edition Activity: Getting Noticed by the Media	64	(1)
Readings on Media Relations	64	(29)
Media Relations Cases
Mobilizing the Troops to Save the Midway	67	(8)
Nationwide Arena . . . Dreams on Ice	75	(10)
Cracker Jack ``Vendor of the Year''	85	(8)
Internal Communications	93	(53)
Employee Relations	94	(1)
Research	94	(1)
Objectives	95	(1)
Programming	96	(2)
Evaluation	98	(1)
Summary	98	(1)
InfoTrac College Edition Activity: Employee Productivity and Morale	99	(20)
Employee Relations Cases
Communicating the Denver JOA to 2,600 Employees	100	(8)
Bayhealth Medical Center	108	(11)
Member Relations	119	(1)
Research	119	(1)
Objectives	120	(1)
Programming	121	(1)
Evaluation	121	(1)
Summary	122	(1)
Readings on Internal Communications	122	(24)
Member Relations Cases
Member Relations: Air Force Association	125	(12)
Communicating the Benefits: How an Aggressive Information Campaign Helped Ohio's State Teachers Retirement System Retain Membership	137	(9)
Community Relations	146	(32)
Research	147	(2)
Objectives	149	(1)
Programming	149	(2)
Evaluation	151	(1)
Summary	151	(1)
InfoTrac College Edition Activity: Government-Community Relations	152	(1)
Readings on Community Relations	152	(26)
Community Relations Cases
Be on the Lookout for Red Imported Fire Ants: Public Education Program for Red Imported Fire Ants	154	(9)
Community Shelter Board: Building a Supportive Community to End Homelessness	163	(7)
200 Years of Caring	170	(8)
Public Affairs and Government Relations	178	(39)
Research	179	(2)
Objectives	181	(1)
Programming	182	(7)
Evaluation	189	(1)
Summary	190	(1)
InfoTrac College Edition Activity: Lobbying	191	(1)
Readings on Public Affairs	191	(26)
Public Affairs Cases
Citizens to Stop the Coal Trains: Extension of Public Comment Period	193	(7)
Voters Approve UTA Transit Tax	200	(8)
Health-E-App Campaign	208	(9)
Investor and Financial Relations	217	(35)
Research	218	(1)
Objectives	219	(1)
Programming	219	(2)
Evaluation	221	(1)
Summary	221	(1)
InfoTrac College Edition Activity: Truth or Consequences	222	(1)
Readings on Investor and Financial Relations	222	(30)
Investor Relations Cases
Building Credibility and Restoring Value	225	(7)
Taking Prudential Public: Prudential's Demutualization	232	(11)
Zimmer Holdings, Inc.: A ``Healthy'' Wall Street Debut for Health-Care Spin-Off	243	(9)
Consumer Relations	252	(41)
Research	253	(1)
Objectives	254	(1)
Programming	254	(2)
Evaluation	256	(1)
Summary	256	(1)
InfoTrac College Edition Activity: Customer Satisfaction	257	(1)
Readings on Consumer Relations	257	(36)
Consumer Relations Cases
Charlie's Latest Catch: The Launch of StarKist Tuna in a Pouch	260	(8)
Downy Wrinkle Releaser Launch Program: ``Wrinkle-Free Laundry Week''	268	(8)
Introducing SmartBelt Systems: Seat Belts That Think Like Airbags	276	(10)
Conectiv Rebuilds Trust After ``Perfect Storm'' of Customer Unrest	286	(7)
International Public Relations	293	(28)
Research	294	(1)
Objectives	295	(1)
Programming	296	(2)
Evaluation	298	(1)
Summary	299	(1)
InfoTrac College Edition Activity: Inside International Public Relations	299	(1)
Readings on International Public Relations	299	(22)
International Public Relations Cases
Landing Gear Leader Messier-Dowty Touches Down in North America for Public Relations	303	(10)
The Alliance Pipeline System	313	(8)
Relations With Special Publics	321	(44)
Research	323	(1)
Objectives	324	(1)
Programming	325	(1)
Evaluation	326	(1)
Summary	326	(1)
InfoTrac College Edition Activity: Reaching Inactive Publics	327	(1)
Readings on Special Publics	327	(38)
Special Publics Cases
Healthy Kids Now! Outreach Campaign	330	(11)
REBEL: New Jersey's New Youth Antitobacco Movement	341	(15)
Visudyne Grassroots Marketing Outreach	356	(9)
PART III EMERGENCY PUBLIC RELATIONS	365	(30)
Emergency Public Relations	366	(29)
Research	367	(1)
Objectives	367	(1)
Programming	368	(4)
Evaluation	372	(1)
Summary	372	(1)
InfoTrac College Edition Activity: The Four Ps	373	(1)
Readings on Emergency Public Relations	373	(22)
Emergency Public Relations Cases
Pentagon Crisis Communication --- September 11, 2001	375	(13)
Health Care's Response to 9-11 and Anthrax Attacks in the Nation's Capital	388	(7)
PART IV BEYOND PUBLIC RELATIONS	395	(28)
Integrated Marketing Communications	396	(27)
Research	397	(1)
Objectives	398	(1)
Programming	399	(1)
Evaluation	400	(1)
Summary	400	(1)
Notes	400	(1)
InfoTrac College Edition Activity: IMC	401	(1)
Readings on Integrated Marketing Communications	401	(22)
Integrated Marketing Communications Cases
Recycling 2000	403	(9)
Tropicana Takes Nutrition to Heart	412	(11)
Appendix I Questions for Class Discussion and Case Analysis	423	(3)
Appendix II PRSA Member Code of Ethics 2000	426	(9)
Index	435