Public Relations Cases and Readings : International Perspectives

by Desanto, Barbara

• ISBN13: 9780415234269
• ISBN10: 0415234263
• Format: Paperback
• Copyright: 2001-11-09
• Publisher: Routledge

Summary

This unique collection of contemporary international public relations case studies offers in depth insights into the effective use of public relations in a range of organizational contexts. The cases examined demonstrate the breadth of contemporary public relations practice and the increasing importance and sophistication of the public relations function in both public and private sector organizations.

Table of Contents

List of Illustrations	x
Acknowledgements	xii
Notes on contributors	xiii
Introduction	1	(9)
Danny Moss
Barbara Desanto
Contributions to plenary sessions
Shell: managing a corporate reputation globally	10	(17)
Tom Henderson
John Williams
Racism - condemn it or condone it: the Commission for Racial Equality's `personal responsibility' campaign	27	(12)
Adam Roscoe
BBC America: how Britain won the colonies back	39	(12)
Barbara Desanto
Jo Petherbridge
Perkins Foods: the place of public relations in the profile of a European food business	51	(12)
David Davies
Danny Moss
The journey to demutualization: Clarica's internal communications challenge	63	(11)
Craig S. Fleisher
Paula Hendsbee
Barloworld: communicating strategic direction to increase shareholder value	74	(12)
Jon White
The Price WaterhouseCoopers merger: using internal research to ensure a merger's success	86	(7)
Andrew Glew
Andrew Flint
Tine Norwegian Dairies: rebranding from the inside out	93	(12)
Peggy Simcic Bronn
Stein Drogseth
Oklahoma City and Kerr-McGee: managing internal communication during an external crisis	105	(8)
L. Dow dozier
Does public relations make a difference?: a comparative analysis of two major Swedish crises	113	(17)
Larsake Larsson
Stig A. Nohrstedt
Lobbying for survival: the UK BSE crisis and the role of the Meat and Livestock commission in lifting the EC beef export ban	130	(14)
Phil Harris
Paul Baines
Creating from crisis: building the Oklahoma City National Memorial	144	(10)
Barbara Desanto. R. John Desanto
R. Brooks Garner
Paradise lost and restored: Florida and the tourist murders	154	(13)
Donn Tilson
Don W. Stacks
Raising environmental awareness in Slovenia: a public communication campaign	167	(13)
Dejan Vercic
Darinka Pek-Drapal
FASE - fundraising in Spain: generating sponsors for AIDS awareness	180	(14)
Daniele A. Letore
The North West Towns' Consortium: public relations and the marketing of `place'	194	(15)
Gary Warnaby
Dominic Medway
W. Moorcroft plc: the strategic role of marketing communications and public relations within an SME	209	(17)
Ruth Ashford
Neil Towers
The Tourer Marketing Bureau: supporting touring caravan sales through public relations	226	(20)
Anne Gregory
Worldcom Public Relations Group: global access, local focus	246	(13)
Brian Cummings
Barbara Desanto
Marks & spencer plc: a crisis of confidence	259
Sandra Oliver