Public Relations Cases / Edition 7

Public Relations Cases / Edition 7

by Jerry A. Hendrix, Darrell C. Hayes
     
 

ISBN-10: 0495050288

ISBN-13: 9780495050285

Pub. Date: 05/03/2006

Publisher: Cengage Learning

Including many, recent Silver Anvil award winners, the cases in this current book teach valuable and interesting lessons. Praised for his thorough 'inception-to-evaluation' coverage, author Jerry A. Hendrix systematically reviews each case in terms of four criteria: research, objectives, programming, and evaluation

Overview

Including many, recent Silver Anvil award winners, the cases in this current book teach valuable and interesting lessons. Praised for his thorough 'inception-to-evaluation' coverage, author Jerry A. Hendrix systematically reviews each case in terms of four criteria: research, objectives, programming, and evaluation

Product Details

ISBN-13:
9780495050285
Publisher:
Cengage Learning
Publication date:
05/03/2006
Edition description:
7TH
Pages:
464
Product dimensions:
7.30(w) x 9.00(h) x 0.80(d)

Table of Contents

Prefacevi
Part ISolving Public Relations Problems1
Chapter 1Public Relations in Action3
Process5
Cases6
Ethics6
The Overall Plan of This Book8
Activity 1.1Keys to Success9
General Public Relations Readings9
Chapter 2A Public Relations Process11
Research12
Objectives23
Programming29
Evaluation41
Summary43
Activity 2.1Teach Your Methods Well44
Notes45
Readings on the Public Relations Process45
Part IIReaching Major Audiences49
Chapter 3Media Relations51
Research52
Objectives55
Programming56
Evaluation61
Summary62
Activity 3.1Media Relations on the Cheap63
Readings on Media Relations63
Media Relations Cases66
Case 3-1Titanic Video Launch67
Case 3-2Sea-ing Double: How Princess Cruises Made Identical Ships Newsworth76
Case 3-3Maytag Neptune High-Efficiency Washer Introduction83
Case 3-4Legendary Football Coaches Commemorative Stamps98
Chapter 4Internal Communications107
Employee Relations108
Research108
Objectives109
Programming110
Evaluation112
Summary112
Activity 4.1Face to Face113
Employee Relations Cases114
Case 4-1"Just 2 It"115
Case 4-2Healthy Heart and Soul124
Member Relations131
Research131
Objectives132
Programming133
Evaluation133
Summary134
Readings on Internal Communications134
Member Relations Cases137
Case 4-3The Air Force Association-- Member Relations138
Case 4-4World Vinyl Forum148
Chapter 5Community Relations157
Research158
Objectives159
Programming160
Evaluation162
Summary162
Activity 5.1Riding the Rails163
Readings on Community Relations163
Community Relations Cases165
Case 5-1Come Home: The Return to Central Library166
Case 5-2Colorado Springs Airport Opening177
Case 5-3The Collectors186
Chapter 6Public Affairs and Government Relations193
Research194
Objectives196
Programming197
Evaluation204
Summary205
Activity 6.1Public Affairs in the Digital Age206
Readings on Public Affairs206
Public Affairs Cases208
Case 6-1Revision 12: The Campaign to Close the Gun Show Loophole in Florida209
Case 6-2Ryobi 4-Cycle: The Future Is Clear218
Case 6-3Balancing School Meals with Grains227
Chapter 7Investor and Financial Relations237
Research238
Objectives239
Programming239
Evaluation241
Summary241
Activity 7.1Publicly Relating to Investors242
Readings on Investor and Financial Relations242
Investor Relations Cases245
Case 7-1Creating Confidence in a Corporate Turnaround246
Case 7-2Repositioning the Scotts Company263
Chapter 8Consumer Relations274
Research275
Objectives276
Programming277
Evaluation278
Summary279
Activity 8.1Keeping the Consumers Happy279
Readings on Consumer Relations279
Consumer Relations Cases282
Case 8-1Benecol Pre-launch: Laying the Foundation for Phenomenon283
Case 8-2Maxwell House Build a Home America295
Case 8-3Making Science Make Sense306
Case 8-4Wamoola Madness: America Meets the New $20 Bill319
Chapter 9International Public Relations326
Research327
Objectives328
Programming329
Evaluation332
Summary332
Activity 9.1Bon Voyage!332
Readings on International Public Relations332
International Public Relations Cases337
Case 9-1Lucent Branding Success in Latin America--An Integrated Approach338
Case 9-2Restoring Confidence in Korea during the Asian Financial Crisis349
Chapter 10Relations with Special Publics360
Research362
Objectives363
Programming364
Evaluation365
Summary365
Activity 10.1Segmenting Special Publics--Pros and Cons366
Readings on Special Publics366
Special Publics Cases370
Case 10-1Visa "Read Me a Story"--Addressing America's Reading Crisis371
Case 10-2Your Thyroid: Gland Central--Putting Thyroid Disease on the Fast Track385
Case 10-3Hispanic Cheese Education Campaign395
Part IIIEmergency Public Relations403
Chapter 11Emergency Public Relations405
Research406
Objectives406
Programming407
Evaluation411
Summary411
Activity 11.1Oh My Goodness!412
Activity 11.2Puttin' the Pieces Back Together!412
Readings on Emergency Public Relations412
Emergency Public Relations Cases415
Case 11-1The Houston Chemical Complex416
Case 11-2Pepsi's Crisis Response: The Syringe Scare432
Part IVBeyond Public Relations: Integrated Marketing Communications443
Chapter 12Integrated Marketing Communications445
Research446
Objectives448
Programming448
Evaluation449
Summary449
Notes449
Activity 12.1IMC in the Real World450
Readings on Integrated Marketing Communications450
Integrated Marketing Communications Cases452
Case 12-1Best Drive in the Game453
Case 12-2Montgomery County's Composting Program464
Appendix IQuestions for Class Discussion and Case Analysis473
Appendix IIPRSA Code of Professional Standards for the Practice of Public Relations476
Index486

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