Adventures in Public Relations Case Studies and Critical Thinking,9780205405701

Adventures in Public Relations Case Studies and Critical Thinking

by ;
ISBN13: 9780205405701
ISBN10: 0205405703
Format: Paperback
Pub. Date: 2004-10-01
Publisher(s): Pearson
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Summary

Adventures in Public Relationsengages students in the practice of public relations with exciting, timely, representative cases combined with a strong focus on critical thinking and problem solving. This text conveys the excitement and challenge of public relations by presenting students with a real-world portrait of the profession. Students will learn from the successes and failures of the public relations campaigns examined in the text. The book's focus on critical thinking helps students develop the problem-solving skills essential to success in public relations. As with the authors' successful introductory text,Public Relations: A Values-Driven Approach,this text also encourages readers to identify, refine, and test their own values systems.

Table of Contents

Preface xi
Section I Foundations
1(30)
The World of Public Relations
1(14)
Platonic Dialectic
13(2)
Analyzing Case Studies
15(16)
The Planning Grid
27(4)
Section II Internal Communication
31(82)
Employee Relations
31(26)
Apparent Success: Wachovia Pleases Moms and Dads with Award-Winning Employee Relations
39(4)
Gold Medals and Golden Arches: McDonald's Showcases Its Employees at the 2002 Winter Olympics
43(6)
Taking a Stand: SBC Unleashes the Power of Its Employees
49(8)
The Communication Audit
54(3)
Member Relations
57(28)
Water Hazard: A Coalition of Environmental Groups Takes on an Economic Superpower---and Wins
67(4)
AARP's SOCO: To Placate Unhappy Members, AARP Develops a Strategic Overriding Communications Objective
71(6)
Libraries, Underpants, and the First Amendment: The American Library Association Rallies Its Members to Fight Book Bannings
77(8)
Measuring Relationships
82(3)
Investor Relations
85(28)
Short Story: Thwarting Short Sellers Becomes a Tall Order for 4Kids Entertainment and KCSA
94(4)
Enron De-Energizes: Faulty Investor Relations Contributes to a $60 Billion Failure
98(5)
The No-Hype IPO: Buffalo Wild Wings Shuns Stock Market Flights of Fancy
103(10)
Issues Management
109(4)
Section III External Communication
113(128)
Media Relations
113(26)
Talking Trash: Oklahoma's Antilittering Campaign Helps ``Keep Our Land Grand''
122(5)
Pink Ribbons and Blue Jeans: Lee National Denim Day® Raises Millions for Breast Cancer Research
127(5)
Masters of Disaster: The Augusta National Golf Club Becomes the Focus of Women's Rights Protests
132(7)
Advertising Value Equivalency
137(2)
Community Relations
139(26)
Letting Go: Strategic Partnerships Help Celebrate Colorado's Year of Trails
147(4)
Teacher on the Trail: Wells Fargo Integrates Its Values with Alaska's Heritage
151(5)
Fear the Turtle: The University of Maryland Rallies to Save the Diamondback Terrapin
156(9)
Coorientation
162(3)
Consumer Relations
165(26)
Purple Passion: Jack Horner Communications Catches up with a Leading Ketchup
173(5)
Harry Potter and the Magical Marketing Campaign: Harry Potter and the Order of the Phoenix Makes Publishing History
178(5)
No Ordinary Joe: Grocery Store Chain Trader Joe's Prefers Customer Relations to Advertising
183(8)
The Strategic Message Planner
188(3)
Business-to-Business Relations
191(24)
Through the Mummy's Eyes: Silicon Graphics Inc. and Portfolio Communications Return to the Past for a Futuristic Campaign
198(4)
Bad Scents and Good Sense: An American City Turns Its Offensive ``Tacoma Aroma'' into the Sweet Smell of Success
202(5)
Shootout in the E-Frontier: St. Paul Wants the Business World to Fight Back against Hackers, Viruses, and Bugs
207(8)
SWOT Analysis
213(2)
Cross-Cultural and International Relations
215(26)
Gross (Multi) National Product: The United Kingdom's Science Museum Hopes that a Controversial U.S. Exhibition Will Make a Big Stink
223(5)
Power to the People: To Communicate with Californians, a Public Relations Agency Learns to Speak in Five Languages
228(5)
Civil Disobedience in Nigeria: An Unusual Campaign Tactic Improves Relationships in a Developing Nation
233(8)
Hofstede's Cultural Dimensions
238(3)
Section IV The Social Environment
241(106)
Ethics and Social Responsibility
241(26)
Death Wish: Last Acts Seeks to Change a Bitter End to a Better End
250(4)
iLoo Meets Its Waterloo: Microsoft's ``Miscommunication'' Inadvertently Misleads Journalists
254(5)
Interns and Ethics: Young Public Relations Professionals Help Navigate a Course among Competing Values
259(8)
11 The Potter Box
264(3)
Political and Public Policy Communication
267(28)
War of Words: The Government Debates the Role of Overseas Information in the War on Terror
278(5)
``Please Help Us'': A Family Campaigns to Keep Dale Earnhardt's Autopsy Records Private
283(3)
Giving an ASSIST: The National Cancer Institute Builds Local Coalitions to Reduce Smoking
286(9)
Force Field Analysis
292(3)
Crisis Communications
295(24)
Lessons Learned? NASA Responds to the Columbia Disaster
302(5)
A Season of Crises: American Airlines Scrambles to Survive following Sept. 11
307(5)
The Road to Recovery: Toronto Revives Tourism following a Deadly SARS Outbreak
312(7)
Crisis Risk Assessment
317(2)
Cyber-Relations
319(28)
Suing the Customer: The Music Industry Battles Online Piracy
329(5)
One Cow from Disaster: The Dairy Industry Uses the Web to Prevent Panic
334(6)
The Great Firewall of China: Beijing Moves to Control Internet Content
340(7)
14 Creative Thinking
345(2)
Appendix Public Relations Society of America Member Code of Ethics 347(6)
Glossary 353(6)
Index 359

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