Public Relations Cases / Edition 7

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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
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Editorial Reviews

From the Publisher
"The variety of cases assures that at least one section will attract the interest of every student, possibly encouraging him or her to consider specializing in that area."

"It fit the needs of the case studies course and gives broad application to the various types of public relations practice as well as a chance for students to understand real case examples."

"The use of the ROPE theory throughout the book provides students with an integrated look at home to develop campaigns and how to analyze PR work. I also appreciate the clear explication of output and impact objectives, a very useful concept that helps students understand the business side of PR."

"It provides real cases that show innovation and which can be studied for application in real situations."

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Product Details

  • ISBN-13: 9780495050285
  • Publisher: Cengage Learning
  • Publication date: 5/3/2006
  • Edition description: 7TH
  • Edition number: 7
  • Pages: 464
  • Product dimensions: 7.30 (w) x 9.00 (h) x 0.80 (d)

Meet the Author

Jerry A. Hendrix, Ph.D., is Professor Emeritus at American University, Washington, D.C., where he taught for thirty-seven years. He is an accredited member of the Public Relations Society of America.

Darrell C. Hayes is director of the Weekend Public Communication Graduate Program and an adjunct associate professor at American University's School of Communication, Washington, D.C. He conducts frequent crisis communication workshops for government agencies. Before joining the faculty, he had more than 15 years of experience in public relations with technology firms, with nonprofit associations, and as a government communication manager. He also served as the managing director of the Aerospace Education Foundation. He is an accredited member of the Public Relations Society of America.

Pallavi Damani Kumar is an assistant professor and associate division director for the Public Communication Division in the School of Communication at American University. Besides teaching many of the public relations courses at the university, she has more than 15 years experience in the public relations industry having worked as a vice president in Fleishman Hiillard's social marketing practice, a vice president/account supervisor in Ketchum's healthcare practice as well as associate director of international public relations at Wyeth Pharmaceuticals.

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Table of Contents

Preface vi
Part I Solving Public Relations Problems 1
Chapter 1 Public Relations in Action 3
Process 5
Cases 6
Ethics 6
The Overall Plan of This Book 8
Activity 1.1 Keys to Success 9
General Public Relations Readings 9
Chapter 2 A Public Relations Process 11
Research 12
Objectives 23
Programming 29
Evaluation 41
Summary 43
Activity 2.1 Teach Your Methods Well 44
Notes 45
Readings on the Public Relations Process 45
Part II Reaching Major Audiences 49
Chapter 3 Media Relations 51
Research 52
Objectives 55
Programming 56
Evaluation 61
Summary 62
Activity 3.1 Media Relations on the Cheap 63
Readings on Media Relations 63
Media Relations Cases 66
Case 3-1 Titanic Video Launch 67
Case 3-2 Sea-ing Double: How Princess Cruises Made Identical Ships Newsworth 76
Case 3-3 Maytag Neptune High-Efficiency Washer Introduction 83
Case 3-4 Legendary Football Coaches Commemorative Stamps 98
Chapter 4 Internal Communications 107
Employee Relations 108
Research 108
Objectives 109
Programming 110
Evaluation 112
Summary 112
Activity 4.1 Face to Face 113
Employee Relations Cases 114
Case 4-1 "Just 2 It" 115
Case 4-2 Healthy Heart and Soul 124
Member Relations 131
Research 131
Objectives 132
Programming 133
Evaluation 133
Summary 134
Readings on Internal Communications 134
Member Relations Cases 137
Case 4-3 The Air Force Association-- Member Relations 138
Case 4-4 World Vinyl Forum 148
Chapter 5 Community Relations 157
Research 158
Objectives 159
Programming 160
Evaluation 162
Summary 162
Activity 5.1 Riding the Rails 163
Readings on Community Relations 163
Community Relations Cases 165
Case 5-1 Come Home: The Return to Central Library 166
Case 5-2 Colorado Springs Airport Opening 177
Case 5-3 The Collectors 186
Chapter 6 Public Affairs and Government Relations 193
Research 194
Objectives 196
Programming 197
Evaluation 204
Summary 205
Activity 6.1 Public Affairs in the Digital Age 206
Readings on Public Affairs 206
Public Affairs Cases 208
Case 6-1 Revision 12: The Campaign to Close the Gun Show Loophole in Florida 209
Case 6-2 Ryobi 4-Cycle: The Future Is Clear 218
Case 6-3 Balancing School Meals with Grains 227
Chapter 7 Investor and Financial Relations 237
Research 238
Objectives 239
Programming 239
Evaluation 241
Summary 241
Activity 7.1 Publicly Relating to Investors 242
Readings on Investor and Financial Relations 242
Investor Relations Cases 245
Case 7-1 Creating Confidence in a Corporate Turnaround 246
Case 7-2 Repositioning the Scotts Company 263
Chapter 8 Consumer Relations 274
Research 275
Objectives 276
Programming 277
Evaluation 278
Summary 279
Activity 8.1 Keeping the Consumers Happy 279
Readings on Consumer Relations 279
Consumer Relations Cases 282
Case 8-1 Benecol Pre-launch: Laying the Foundation for Phenomenon 283
Case 8-2 Maxwell House Build a Home America 295
Case 8-3 Making Science Make Sense 306
Case 8-4 Wamoola Madness: America Meets the New $20 Bill 319
Chapter 9 International Public Relations 326
Research 327
Objectives 328
Programming 329
Evaluation 332
Summary 332
Activity 9.1 Bon Voyage! 332
Readings on International Public Relations 332
International Public Relations Cases 337
Case 9-1 Lucent Branding Success in Latin America--An Integrated Approach 338
Case 9-2 Restoring Confidence in Korea during the Asian Financial Crisis 349
Chapter 10 Relations with Special Publics 360
Research 362
Objectives 363
Programming 364
Evaluation 365
Summary 365
Activity 10.1 Segmenting Special Publics--Pros and Cons 366
Readings on Special Publics 366
Special Publics Cases 370
Case 10-1 Visa "Read Me a Story"--Addressing America's Reading Crisis 371
Case 10-2 Your Thyroid: Gland Central--Putting Thyroid Disease on the Fast Track 385
Case 10-3 Hispanic Cheese Education Campaign 395
Part III Emergency Public Relations 403
Chapter 11 Emergency Public Relations 405
Research 406
Objectives 406
Programming 407
Evaluation 411
Summary 411
Activity 11.1 Oh My Goodness! 412
Activity 11.2 Puttin' the Pieces Back Together! 412
Readings on Emergency Public Relations 412
Emergency Public Relations Cases 415
Case 11-1 The Houston Chemical Complex 416
Case 11-2 Pepsi's Crisis Response: The Syringe Scare 432
Part IV Beyond Public Relations: Integrated Marketing Communications 443
Chapter 12 Integrated Marketing Communications 445
Research 446
Objectives 448
Programming 448
Evaluation 449
Summary 449
Notes 449
Activity 12.1 IMC in the Real World 450
Readings on Integrated Marketing Communications 450
Integrated Marketing Communications Cases 452
Case 12-1 Best Drive in the Game 453
Case 12-2 Montgomery County's Composting Program 464
Appendix I Questions for Class Discussion and Case Analysis 473
Appendix II PRSA Code of Professional Standards for the Practice of Public Relations 476
Index 486
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