Public Relations Practices : Managerial Case Studies and Problems

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  • Edition: 7th
  • Format: Paperback
  • Copyright: 2007-11-09
  • Publisher: Prentice Hall
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Written by two of the most respected and honored individuals in the field, this definitive casebook of actual real-life public relations situations serves as a reference and guidebook for helping public relations professionals apply effective, cutting-edge public relations theories, principles, and practices to a wide variety of situations --involving all types and sizes of organizations.Features actual, real-life cases on each aspect of public relations --employee relations, media relations, community relations, issues, crises, investor relations, consumer relations and ethics. Some cases end favorable for the organization involved, some end in failure, and others are unresolved. Provides comprehensive introductions to each series of cases. Stresses the importance and necessity of combining all public relations actions with both personal and professional ethics in behavior -- as outlined by theDeclaration of Principles of PRSA's Code of Ethics.For any practicing public relations professional.

Table of Contents

Prefacep. x
The Purposes of Public Relationsp. 1
How Public Relations Deals with Problems and Opportunitiesp. 9
Employee Relationsp. 22
Investing in Employees Pays Offp. 31
Southwest Airlines-Where Fun, LUV, and Profits Go Hand-in-Handp. 34
Creating a Collaborative, Employee-Driven Vision for the Future: Atlantic Southeast Airlinesp. 38
Kodak Communicates One-on-One with All of Its Employeesp. 43
What Price "Good" Employee Relations?p. 46
Keeping Merger Havoc at Bayp. 48
Community Relationsp. 49
A Classic: Chemical Industry Takes Responsibility for Community Concernsp. 56
Community Relationships Maintained During Hospital Closingp. 64
The Struggle for Nuclear Powerp. 68
Nuclear Waste Goes Down the Drainp. 78
Grassroots Efforts Save a Historic Piece of Landp. 87
One Company's Battle Resurrected in a Hollywood Movie: What Is the Best Defense?p. 91
Helping Isn't Always Easyp. 93
Adjusting to a Change in Commandp. 94
Bringing the Community to Consensusp. 95
Investor Relationsp. 96
A Classic: On Wall Street, Inside Information Is Profitablep. 103
Bankruptcy: Communicating for Future Successp. 111
A City Divided: SDG&E Takeoverp. 115
A Classic: Established Relationships Save a Landmark Companyp. 120
Can an Annual Report Please Everyone?p. 128
Here Comes That Man Nader, Againp. 129
Planning the Annual Meeting with a Twistp. 130
Consumer Relationsp. 131
Firestone: A Recall Revisitedp. 138
Texas Cattlemen Versus Oprah Winfreyp. 144
A Classic: Tylenol Rides It Out and Gains a Legacyp. 147
Intel Pays High Price for Losing Focusp. 154
Wine Bar Needs Positioningp. 157
Good Intentions, Bad Resultsp. 157
Turning Customer Complaints to Customer Delightp. 159
Media Relationsp. 160
There's a Syringe in My Pepsi Can!p. 170
Alar and PR: Getting to the Core of the Apple Problemp. 176
GM Versus NBC: A Corporate Crisis of Explosive Proportionsp. 186
A Classic: Building Media Relationships That Payp. 193
Universal Studios Florida: Riding "Rat Lady" to Halloween Successp. 200
Employer Interests and Media Interests in Conflictp. 203
Dealing with the Media in a Sticky Situationp. 205
Public Issue Campaigns and Debatesp. 207
Rights and Choices-For Whom?p. 216
Take Your Choice-Tobacco or Healthp. 222
Guns-For Whom? For What?p. 233
United Way and the Boy Scouts of America: A Question of Fundingp. 244
A Classic: Free the Texas Shopper!p. 250
Mothers Against Drunk Driving-MADDp. 254
Smokeout Can Be a Hot Potatop. 261
Refereeing a New Kind of Gamep. 262
Anticipating Emerging Issuesp. 264
Crisis Managementp. 265
Hurricane Katrina: A Disaster from Beginning to Endp. 271
A Classic: Bhopal-A Nightmare for Union Carbidep. 279
A Classic: When Positive Actions Don't Result in Positive Perceptionsp. 285
Holden Heights Hostage Crisisp. 290
Trouble in the Pews: The Catholic Church and Child Molestationp. 294
The West Virginia Mine Disaster: An Emotional Roller Coaster and Public Relations Train Wreckp. 301
When Associates Disagree in Handling an Emergencyp. 304
What to Do When an Employee's Problems Affect the Companyp. 305
Standards, Ethics, and Valuesp. 306
Corporate Ethics-Armstrong Williamsp. 317
A Classic: Baby Formula Raises Questionsp. 320
Corporate Social Responsibility and Ethics: Nike's Labor Practices Under Scrutinyp. 332
Dow Corning and Breast Implants: Dealing with the Perception of Deceptionp. 340
Whether to Blow the Whistlep. 347
Write the Truth or "Make Us Look Good"?p. 348
Indexp. 349
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