International and intercultural public relations: a campaign case approach
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
Pearson/Allyn & Bacon
2006
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXIII, 384 S. Ill., graph. Darst., Kt. |
| ISBN: | 0205375200 |
Internformat
MARC
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| 100 | 1 | |a Parkinson, Michael G. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a International and intercultural public relations |b a campaign case approach |c Michael G. Parkinson, Daradirek Ekachai |
| 264 | 1 | |a Boston [u.a.] |b Pearson/Allyn & Bacon |c 2006 | |
| 300 | |a XXIII, 384 S. |b Ill., graph. Darst., Kt. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 7 | |a Campagnes |2 gtt | |
| 650 | 4 | |a Communication interculturelle | |
| 650 | 7 | |a Public relations |2 gtt | |
| 650 | 4 | |a Relations publiques | |
| 650 | 4 | |a Relations publiques - Cas, Études de | |
| 650 | 4 | |a Interkulturelle Kommunikation | |
| 650 | 4 | |a Public relations | |
| 650 | 4 | |a Intercultural communication | |
| 650 | 0 | 7 | |a Kulturkontakt |0 (DE-588)4033569-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Öffentlichkeitsarbeit |0 (DE-588)4043188-5 |2 gnd |9 rswk-swf |
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| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Kulturkontakt |0 (DE-588)4033569-0 |D s |
| 689 | 1 | |5 DE-604 | |
| 700 | 1 | |a Ekachai, Daradirek |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m SWB Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014176388&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1804134570575003648 |
|---|---|
| adam_text | IMAGE 1
INTERNATIONAL AND INTERCULTURAL
PUBLIC RELATIONS
A CAMPAIGN CASE APPROACH
MICHAEL G. PARKINSON TEXAS TECH UNIVERSITY
DARADIREK EKACHAI
MARQUETTE UNIVERSITY
* *
- ~ LIIII !:
BOSTON _ NEW YORK _ SAN FRANCISCO
MEXICO CITY _ MONTREAL _ TORONTO _ LONDON _ MADRID _ MUNICH _ PARIS HONG
KONG _ SINGAPORE _ TOKYO _ CAPE TOWN _ SYDNEY
IMAGE 2
CONTENTS
PREFACE XIII
LIST OF CONTRIBUTORS XXI
1 INTRODUCTION TO PUBLIC RELATIONS CAMPAIGN ANALYSIS 1
THIS CHAPTER DESCRIBES THE ROSTE MODEL AND HOW IT CAN BE USED TO
CRITIQUE EXISTING CAMPAIGNS OR TO GUIDE THE PRODUCTION OF NEW CAMPAIGNS.
WHAT IS PUBLIC RELATIONS? 1
WHAT IS ROSTE? 2
RESEARCH 2
OBJECTIVES 3
STRATEGIES 4
TACTICS 4
EVALUATION 4
REFERENCES AND SUGGESTED READINGS 5
2 RESEARCH FOR PUBLIC RELATIONS CAMPAIGNS 6
THIS CHAPTER EXPLAINS TECHNIQUES FOR EVALUATING RESEARCH QUALITY AND
SUMMARIZES SOME OF THE BASIC RESEARCH TECHNIQUES USED IN PUBLIC
RELATIONS CAMPAIGNS
WHEN DO YOU DO RESEARCH? 6 TO INFLUENCE MANAGEMENT 7
FOR CAMPAIGN PLANNING 8
FOR CAMPAIGN MONITORING AND EVALUATION 8
WHAT KINDS OF QUESTIONS DO YOU ASK? 9
WHAT RESOURCES ARE AVAILABLE? 9 WHAT DO YOU NEED TO KNOW ABOUT POSSIBLE
PUBLICS? II
ARE THERE RESTRICTIONS ON THE RESOURCES YOU CAN USE? II
WHAT DO YOU NEED TO KNOW ABOUT CULTURE? 12
HOW DO YOU ANSWER THESE QUESTIONS? 13
RELIABILITY AND VALIDITY 13
QUALITATIVE AND QUANTITATIVE MEASURES 14
PRIMARY AND SECONDARY RESEARCH 15
REFERENCES AND SUGGESTED READINGS 24
V
IMAGE 3
VI CONTENTS
3 PUBLIC RELATIONS OBJECTIVES AND STRATEGIES 26
THIS CHAPTER EXPLAINS THE IMPORTANCE OF A GOOD PUBLIC RELATIONS
OBJECTIVE AND SUMMARIZES THE CHARACTERISTICS OF SUCH AN OBJECTIVE. IT
ALSO DESCRIBES THE THEORIES, PARADIGMS, AND MODELS OF COMMUNICATION THAT
SHOULD GUIDE IDENTIFICATION OFA PUBLIC RELATIONS STRATEGY.
CAMPAIGN OBJECTIVES 27 WHY IS AN OBJECTIVE SO IMPORTANT? 28
WHAT IS A PUBLIC RELATIONS OBJECTIVE? 28
WHEN IS THE TARGET PUBLIC NOT THE TARGET PUBLIC? 32
CAMPAIGN STRATEGIES 33
WHAT IS A STRATEGY? 33
THE RELATION BETWEEN STRATEGY AND COMMUNICATION THEORY 34
ACTION STRATEGIES 35
COMMUNICATION STRATEGIES 37
REFERENCES AND SUGGESTED READINGS 45
4 PUBLIC RELATIONS TACTICS AND EVALUATION 46
THIS CHAPTER DESCRIBES TACTICS USED TO DELIVER THE MESSAGES IDENTIFIED
IN A CAMPAIGN STRATEGY. IT ALSO EXPLAINS HOW TO EVALUATE THE SUCCESS OF
PUBLIC RELATIONS CAMPAIGNS.
CAMPAIGN MEDIA TACTICS 46 ADVERTISING 47
MEDIATED PUBLICITY 50
DIRECT PUBLICITY 57
BUDGETING TACTICS 59
CAMPAIGN EVALUATION 62
REAL EVALUATION VERSUS SELLING SNAKE OIL 62
REFERENCES AND SUGGESTED READINGS 64
5 THE INTERCULTURAL COMMUNICATION CONTEXT:
PREPARATION FOR INTERNATIONAL PUBLIC RELATIONS 66
THIS CHAPTER PROVIDES A RATIONALE FOR AN INTERCULTURAL COMMUNICATION
PERSPECTIVE ON PRO IT ALSO IDENTIFIES AND ELABORATES SALIENT AREAS OF
INTERCULTURAL COMMUNICATION AND PRESENTS GUIDELINES FOR SUCCESS IN
INTERCULTURAL COMMUNICATION.
L. BROOKS HILL AND LYNDA DEE DIXON
INTERCULTURAL COMMUNICATION PERSPECTIVE 66
IMAGE 4
CONTENTS VLI
SALIENT FEATURES OF INTERCULTURAL COMMUNICATION 71
PERSONAL ADAPTATION FOR INTERCULTURAL EFFECTIVENESS 77 PRELIMINARY
GUIDANCE AND MENTAL PREPARATION 77 PRACTICAL GUIDELINES AND SKILLS
DEVELOPMENT 79
SUMMARY 83
REFERENCES AND SUGGESTED READINGS 83
6 GUIDELINES FOR SUCCESSFUL INTERCULTURAL OR INTERNATIONAL
PUBLIC RELATIONS 85
THIS BRIEF CHAPTER DESCRIBES HOW TO APPLY AND MODIFY THE ROSTE MODEL OF
PUBLIC RELATIONS IN AN INTERCULTURAL OR INTERNATIONAL SETTING. IT ALSO
INCLUDES A CHECKLIST FOR EVALUATING INTERCULTURAL OR INTERNATIONAL
PUBLIC RELATIONS CAMPAIGNS.
SOME UNIQUE PROBLEMS FOR INTERNATIONAL PUBLIC RELATIONS 86 COMMUNITY
DEVELOPMENT 87
INTERCULTURAVINTERNATIONAL PUBLIC RELATIONS MODEL 88
REFERENCES AND SUGGESTED READINGS 92
CAS E 1 CORPORATE REPUTATION UNDER ATTACK: A CASE STUDY OF
NIKE S PUBLIC RELATIONS CAMPAIGN TO BLUNT NEGATIVE PERCEPTIONS OF ITS
LABOR PRACTICES 99
THIS CASE DESCRIBES E.FJORTS BY NIKE TO REBUILD ITS CORPORATE REPUTATION
AFTER ALLEGATIONS ()F LABOR EXPLOITATION IN THIRD WORLD COUNTRIES.
ALI M. KANSO AND RICHARD ALAN NELSON
CAS E 2 MAS QUE COMIDA, ES VIDAIT S MORE THAN FOOD, IT S LIFE 117
THIS CASE DESCRIBES A CAMPAIGN TO ENCOURAGE DIET CHANGE AND DIABETES
TREATMENT AMONG LATINOS AND LATINAS IN THE UNITED STATES.
WANDA REYES VELAZQUEZ
IMAGE 5
VIII CONTENTS
CAS E 3 THE INTERNATIONAL CAMPAIGN TO BAN LANDMINES
AND THE 1997 BAN BUS CAMPAIGN 133
THIS CASE DESCRIBES A CAMPAIGN EFFORT DIRECTED BY AN INTERNATIONAL GROUP
AT CHANGE IN THE POLICY OF THE U.S. GOVERNMENT. IT INCLUDES A
DESCRIPTION OF A BUS TOUR DESIGNED TO SEEK CITIZEN SUPPORT IN THE UNITED
STATES.
NORMAN E. YOUNGBLOOD
CAS E 4 INTERNAL PUBLIC RELATIONS
IN THE POST-WAR BALKANS 146
THIS CASE DESCRIBES AN INTERNAL COMMUNICATION PROGRAM DESIGNED TO
ENCOURAGE CORPORATE IDENTITY AMONG NATO PEACEKEEPING FORCES.
VIRGINIA KREIMEYER
CAS E 5 PROTECTING DRUG PATENTS IN AFRICA 160
THIS CASE DESCRIBES ESSENTIALLY UNSUCCESSFUL EFFORTS BY PHARMACEUTICAL
COMPANIES TO PROTECT THEIR PATENTS IN THE FACE OF PROTEST AND CHALLENGES
FROM AFRICAN COUNTRIES SEEKING LOW-COST TREATMENT FOR AIDS PATIENTS.
MICHAEL PARKINSON
CAS E 6 COMPETING COMMUNITY RELATIONS CAMPAIGNS
IN AUSTRALIA: PUBLIC RELATIONS EFFORTS FOR AND AGAINST A BIOSOLIDS
PRODUCTION FACILITY 170
THIS CASE DESCRIBES BOTH SUCCESSFUL AND UNSUCCESSFUL EFFORTS TO PREVENT
THE ESTABLISHMENT OF A FACILITY FOR PROCESSING SEWAGE INTO USABLE
BIOSOLIDS.
STEVE MACKEY
CAS E 7 GLOBAL PUBLIC RELATIONS IN SOUTH KOREA: A CASE
STUDY OF A MULTINATIONAL CORPORATION 187
THIS CASE DESCRIBES AN INTERNAL CAMPAIGN DESIGNED TO ACCOMMODATE THE
TAKEOVER OF DAEWOO BY A U.S. CORPORATION.
MINJUNG SUNG
IMAGE 6
CONTENTS IX
CAS E 8 THE LATVIAN NATURALIZATION PROJECT 204
THIS CASE DESCRIBES EFFORTS TO CREATE A NATIONAL IDENTITY AND TO
INTEGRATE MULTIPLE ETHNIC GROUPS IN A NEWLY FORMED COUNTRY.
VIRGINIA KREIMEYER
CAS E 9 THE BHOPAL CARBIDE DISASTER: A LESSON
IN INTERNATIONAL CRISIS COMMUNICATION 220
THIS CASE DESCRIBES THE DISASTER IN BHOPAL THAT KILLED 4,000 PEOPLE AND
THE ONGOING REACTIONS OF INDIAN NATIONALS. IT ALSO INCLUDES A
DESCRIPTION OFFAILED EFFORTS BY UNION CARBIDE TO DISTANCE ITSELFFROM THE
DISASTER.
PADMINI PATWARDHAN AND NILANJANA BARDHAN
CAS E 10 DEVELOPING AND MAINTAINING
THE ALJAZEERA WEBSITES 239
THIS CASE PRESENTS A DESCRIPTION OF A CAMPAIGN BY ALJAZEERA, AN
ARAB-BASED NEWS AGENCY, TO OVERCOME THE PERCEPTION THAT IT IS AN ARM OF
TERRORISTS OR AN ARAB NATIONALIST MEDIUM, BY PROVIDING ACCESS TO ITS
CONTENT IN ENGLISH.
PHILIP J. AUTER
CAS E 11 IMPROVED INTERNAL COMMUNICATIONS IN A LARGE SOUTH
AFRICAN FINANCIAL SERVICES ORGANIZATION 254
THIS CASE DESCRIBES THE APPLICATION OF A SYSTEMATIC COMMUNICATION AUDIT
TO THE INTERNAL COMMUNICATIONS PROGRAM IN A SOUTH AFRICAN BANKING
CONGLOMERATE. A LONG-TERM CAMPAIGN TO CHANGE INTERNAL COMMUNICATION AND
ORGANIZATIONAL RELATIONS WAS APPLIED.
DERINA R. HOLTZHAUSEN
CAS E 12 IMAGE BUILDING IN THE INTERNATIONAL MEDIA: A CASE STUDY OF
THE FINLANDIA COMMUNICATIONS PROGRAM IN RUSSIA 268
THIS CASE DESCRIBES A CAMPAIGN ADMINISTERED BY A RUSSIAN PUBLIC
RELATIONS FIRM REPRESENTING THE FINNISH GOVERNMENT. THE CAMPAIGN SFOCUS
WAS THE ESTABLISHMENT OF AFAVORABLE IMAGE OF FINNISH PRODUCTS IN RUSSIA.
KATERINA TSETSURA
IMAGE 7
X CONTENTS
CAS E 13 AVON S KISS GOODBYE TO BREAST CANCER CAMPAIGN
IN THE PHILIPPINES 284
HERE THE PHILIPPINE PORTION QF AN INTERNATIONAL CAMPAIGN TO DIAGNOSE AND
TREAT BREAST CANCER IS PRESENTED.
ZENAIDA SARABIA-PANOL
CAS E 14 ONE TAMBON, ONE PRODUCT: PART OF THE WAR
AGAINST POVERTY IN THAILAND 295
PRESENTED HERE IS A THAI GOVERNMENT PROJECT TOFACILITATE ECONOMIC
DEVELOPMENT BY ENCOURAGING SMALL LOCAL ENTITIES TO FOCUS ON A SINGLE
PRODUCT.
ROSECHONGPORN KOMOLSEVIN
CAS E 15 ENGAGING COLOMBIAN COFFEE GROWERS IN DIALOGUE:
SOCIAL REPORTS CAMPAIGN OF THE DEPARTMENTAL COMMITTEE OF ANTIOQUIA 306
SOCIAL REPORTS ARE A TOOL USED TO ACCOUNT FOR THE ACTIONS OF
ORGANIZATIONS. THIS CASE DESCRIBES A PROGRAM THAT USES SOCIAL REPORTS TO
SUPPORT AN EFFORT TO ORGANIZE AND RECRUIT MEMBERS FOR AN AGRICULTURAL
UNION IN COLOMBIA.
JUAN-CARLOS MOLLEDA AND ANA-MARFA SUAREZ
CASE 16 PROTECTING THE ENVIRONMENT AND PEOPLE S WELL-BEING
IN THE NIGERIAN OGONI LAND 320
THIS CASE DESCRIBES THE EFFORTS ON BEHA(F OF THE OGONI PEOPLE OF NIGERIA
TO OPPOSE BOTH SHELL OIL AND THE NIGERIAN MILITARY REGIME. IT FOCUSES ON
EFFORTS TO IMPROVE ENVIRONMENTAL PRACTICES AND RESPECT FOR HUMAN RIGHTS.
BOLANLE A. OLANIRAN AND DAVID E. WILLIAMS
CAS E 17 ST. JUDE S HEALTH OUTREACH PROJECT IN BRAZIL 333
A HEALTH COMMUNICATION OUTREACH PROGRAM IN THE BRAZILIAN STATE OF
PERNAMBUCCO IS DESCRIBED IN THIS CASE. THE CAMPAIGN BOTH RAISED MONEY
AND DISSEMINATED INFORMATION TO IMPROVE THE SURVIVAL RATE FOR CHILDREN
WITH CANCER.
JUDY B. OSKAM
IMAGE 8
CONTENTS
XI
CASE 18 BURSON-MARSTELLER S DEPRESSION AWARENESS CAMPAIGN IN THAILAND
346
THIS CAMPAIGN SOUGHT TO REDUCE THE SUICIDE RATE IN THAILAND BY
INCREASING AWARENESS OF DEPRESSION DISORDER AND BY MOTIVATING THOSE
SUFFERING FROM THE DISEASE TO SEEK MEDICAL TREATMENT.
PEERAYA HANPONGPANDH
CASE 19 PUBLIC TELEVISION IN THE UNITED STATES AND CROATIA:
A COMPARISON OF TWO CAMPAIGNS 358
TWO CAMPAIGNS ARE PRESENTED AND COMPARED HERE. ONE CAMPAIGN IS A
COMMUNITY RELATIONS PROGRAM TO SECURE SUPPORT FOR A PBS AFFILIATE IN THE
UNITED STATES. THE OTHER IS A LOBBYING AND PERSONAL COMMUNICATION
CAMPAIGN TO ESTABLISH A PUBLIC TELEVISION SYSTEM IN CROATIA.
BONITA DOSTAL NEFF AND VLADO SUSAC
INDEX 373
|
| adam_txt |
IMAGE 1
INTERNATIONAL AND INTERCULTURAL
PUBLIC RELATIONS
A CAMPAIGN CASE APPROACH
MICHAEL G. PARKINSON TEXAS TECH UNIVERSITY
DARADIREK EKACHAI
MARQUETTE UNIVERSITY
* *
-' ~ LIIII'!:
BOSTON _ NEW YORK _ SAN FRANCISCO
MEXICO CITY _ MONTREAL _ TORONTO _ LONDON _ MADRID _ MUNICH _ PARIS HONG
KONG _ SINGAPORE _ TOKYO _ CAPE TOWN _ SYDNEY
IMAGE 2
CONTENTS
PREFACE XIII
LIST OF CONTRIBUTORS XXI
1 INTRODUCTION TO PUBLIC RELATIONS CAMPAIGN ANALYSIS 1
THIS CHAPTER DESCRIBES THE ROSTE MODEL AND HOW IT CAN BE USED TO
CRITIQUE EXISTING CAMPAIGNS OR TO GUIDE THE PRODUCTION OF NEW CAMPAIGNS.
WHAT IS PUBLIC RELATIONS? 1
WHAT IS ROSTE? 2
RESEARCH 2
OBJECTIVES 3
STRATEGIES 4
TACTICS 4
EVALUATION 4
REFERENCES AND SUGGESTED READINGS 5
2 RESEARCH FOR PUBLIC RELATIONS CAMPAIGNS 6
THIS CHAPTER EXPLAINS TECHNIQUES FOR EVALUATING RESEARCH QUALITY AND
SUMMARIZES SOME OF THE BASIC RESEARCH TECHNIQUES USED IN PUBLIC
RELATIONS CAMPAIGNS
WHEN DO YOU DO RESEARCH? 6 TO INFLUENCE MANAGEMENT 7
FOR CAMPAIGN PLANNING 8
FOR CAMPAIGN MONITORING AND EVALUATION 8
WHAT KINDS OF QUESTIONS DO YOU ASK? 9
WHAT RESOURCES ARE AVAILABLE? 9 WHAT DO YOU NEED TO KNOW ABOUT POSSIBLE
PUBLICS? II
ARE THERE RESTRICTIONS ON THE RESOURCES YOU CAN USE? II
WHAT DO YOU NEED TO KNOW ABOUT CULTURE? 12
HOW DO YOU ANSWER THESE QUESTIONS? 13
RELIABILITY AND VALIDITY 13
QUALITATIVE AND QUANTITATIVE MEASURES 14
PRIMARY AND SECONDARY RESEARCH 15
REFERENCES AND SUGGESTED READINGS 24
V
IMAGE 3
VI CONTENTS
3 PUBLIC RELATIONS OBJECTIVES AND STRATEGIES 26
THIS CHAPTER EXPLAINS THE IMPORTANCE OF A GOOD PUBLIC RELATIONS
OBJECTIVE AND SUMMARIZES THE CHARACTERISTICS OF SUCH AN OBJECTIVE. IT
ALSO DESCRIBES THE THEORIES, PARADIGMS, AND MODELS OF COMMUNICATION THAT
SHOULD GUIDE IDENTIFICATION OFA PUBLIC RELATIONS STRATEGY.
CAMPAIGN OBJECTIVES 27 WHY IS AN OBJECTIVE SO IMPORTANT? 28
WHAT IS A PUBLIC RELATIONS OBJECTIVE? 28
WHEN IS THE TARGET PUBLIC NOT THE TARGET PUBLIC? 32
CAMPAIGN STRATEGIES 33
WHAT IS A STRATEGY? 33
THE RELATION BETWEEN STRATEGY AND COMMUNICATION THEORY 34
ACTION STRATEGIES 35
COMMUNICATION STRATEGIES 37
REFERENCES AND SUGGESTED READINGS 45
4 PUBLIC RELATIONS TACTICS AND EVALUATION 46
THIS CHAPTER DESCRIBES TACTICS USED TO DELIVER THE MESSAGES IDENTIFIED
IN A CAMPAIGN STRATEGY. IT ALSO EXPLAINS HOW TO EVALUATE THE SUCCESS OF
PUBLIC RELATIONS CAMPAIGNS.
CAMPAIGN MEDIA TACTICS 46 ADVERTISING 47
MEDIATED PUBLICITY 50
DIRECT PUBLICITY 57
BUDGETING TACTICS 59
CAMPAIGN EVALUATION 62
REAL EVALUATION VERSUS SELLING SNAKE OIL 62
REFERENCES AND SUGGESTED READINGS 64
5 THE INTERCULTURAL COMMUNICATION CONTEXT:
PREPARATION FOR INTERNATIONAL PUBLIC RELATIONS 66
THIS CHAPTER PROVIDES A RATIONALE FOR AN INTERCULTURAL COMMUNICATION
PERSPECTIVE ON PRO IT ALSO IDENTIFIES AND ELABORATES SALIENT AREAS OF
INTERCULTURAL COMMUNICATION AND PRESENTS GUIDELINES FOR SUCCESS IN
INTERCULTURAL COMMUNICATION.
L. BROOKS HILL AND LYNDA DEE DIXON
INTERCULTURAL COMMUNICATION PERSPECTIVE 66
IMAGE 4
CONTENTS VLI
SALIENT FEATURES OF INTERCULTURAL COMMUNICATION 71
PERSONAL ADAPTATION FOR INTERCULTURAL EFFECTIVENESS 77 PRELIMINARY
GUIDANCE AND MENTAL PREPARATION 77 PRACTICAL GUIDELINES AND SKILLS
DEVELOPMENT 79
SUMMARY 83
REFERENCES AND SUGGESTED READINGS 83
6 GUIDELINES FOR SUCCESSFUL INTERCULTURAL OR INTERNATIONAL
PUBLIC RELATIONS 85
THIS BRIEF CHAPTER DESCRIBES HOW TO APPLY AND MODIFY THE ROSTE MODEL OF
PUBLIC RELATIONS IN AN INTERCULTURAL OR INTERNATIONAL SETTING. IT ALSO
INCLUDES A CHECKLIST FOR EVALUATING INTERCULTURAL OR INTERNATIONAL
PUBLIC RELATIONS CAMPAIGNS.
SOME UNIQUE PROBLEMS FOR INTERNATIONAL PUBLIC RELATIONS 86 COMMUNITY
DEVELOPMENT 87
INTERCULTURAVINTERNATIONAL PUBLIC RELATIONS MODEL 88
REFERENCES AND SUGGESTED READINGS 92
CAS E 1 CORPORATE REPUTATION UNDER ATTACK: A CASE STUDY OF
NIKE'S PUBLIC RELATIONS CAMPAIGN TO BLUNT NEGATIVE PERCEPTIONS OF ITS
LABOR PRACTICES 99
THIS CASE DESCRIBES E.FJORTS BY NIKE TO REBUILD ITS CORPORATE REPUTATION
AFTER ALLEGATIONS ()F LABOR EXPLOITATION IN THIRD WORLD COUNTRIES.
ALI M. KANSO AND RICHARD ALAN NELSON
CAS E 2 MAS QUE COMIDA, ES VIDAIT'S MORE THAN FOOD, IT'S LIFE 117
THIS CASE DESCRIBES A CAMPAIGN TO ENCOURAGE DIET CHANGE AND DIABETES
TREATMENT AMONG LATINOS AND LATINAS IN THE UNITED STATES.
WANDA REYES VELAZQUEZ
IMAGE 5
VIII CONTENTS
CAS E 3 THE INTERNATIONAL CAMPAIGN TO BAN LANDMINES
AND THE 1997 BAN BUS CAMPAIGN 133
THIS CASE DESCRIBES A CAMPAIGN EFFORT DIRECTED BY AN INTERNATIONAL GROUP
AT CHANGE IN THE POLICY OF THE U.S. GOVERNMENT. IT INCLUDES A
DESCRIPTION OF A BUS TOUR DESIGNED TO SEEK CITIZEN SUPPORT IN THE UNITED
STATES.
NORMAN E. YOUNGBLOOD
CAS E 4 INTERNAL PUBLIC RELATIONS
IN THE POST-WAR BALKANS 146
THIS CASE DESCRIBES AN INTERNAL COMMUNICATION PROGRAM DESIGNED TO
ENCOURAGE CORPORATE IDENTITY AMONG NATO PEACEKEEPING FORCES.
VIRGINIA KREIMEYER
CAS E 5 PROTECTING DRUG PATENTS IN AFRICA 160
THIS CASE DESCRIBES ESSENTIALLY UNSUCCESSFUL EFFORTS BY PHARMACEUTICAL
COMPANIES TO PROTECT THEIR PATENTS IN THE FACE OF PROTEST AND CHALLENGES
FROM AFRICAN COUNTRIES SEEKING LOW-COST TREATMENT FOR AIDS PATIENTS.
MICHAEL PARKINSON
CAS E 6 COMPETING COMMUNITY RELATIONS CAMPAIGNS
IN AUSTRALIA: PUBLIC RELATIONS EFFORTS FOR AND AGAINST A BIOSOLIDS
PRODUCTION FACILITY 170
THIS CASE DESCRIBES BOTH SUCCESSFUL AND UNSUCCESSFUL EFFORTS TO PREVENT
THE ESTABLISHMENT OF A FACILITY FOR PROCESSING SEWAGE INTO USABLE
BIOSOLIDS.
STEVE MACKEY
CAS E 7 GLOBAL PUBLIC RELATIONS IN SOUTH KOREA: A CASE
STUDY OF A MULTINATIONAL CORPORATION 187
THIS CASE DESCRIBES AN INTERNAL CAMPAIGN DESIGNED TO ACCOMMODATE THE
TAKEOVER OF DAEWOO BY A U.S. CORPORATION.
MINJUNG SUNG
IMAGE 6
CONTENTS IX
CAS E 8 THE LATVIAN NATURALIZATION PROJECT 204
THIS CASE DESCRIBES EFFORTS TO CREATE A NATIONAL IDENTITY AND TO
INTEGRATE MULTIPLE ETHNIC GROUPS IN A NEWLY FORMED COUNTRY.
VIRGINIA KREIMEYER
CAS E 9 THE BHOPAL CARBIDE DISASTER: A LESSON
IN INTERNATIONAL CRISIS COMMUNICATION 220
THIS CASE DESCRIBES THE DISASTER IN BHOPAL THAT KILLED 4,000 PEOPLE AND
THE ONGOING REACTIONS OF INDIAN NATIONALS. IT ALSO INCLUDES A
DESCRIPTION OFFAILED EFFORTS BY UNION CARBIDE TO DISTANCE ITSELFFROM THE
DISASTER.
PADMINI PATWARDHAN AND NILANJANA BARDHAN
CAS E 10 DEVELOPING AND MAINTAINING
THE ALJAZEERA WEBSITES 239
THIS CASE PRESENTS A DESCRIPTION OF A CAMPAIGN BY ALJAZEERA, AN
ARAB-BASED NEWS AGENCY, TO OVERCOME THE PERCEPTION THAT IT IS AN ARM OF
TERRORISTS OR AN ARAB NATIONALIST MEDIUM, BY PROVIDING ACCESS TO ITS
CONTENT IN ENGLISH.
PHILIP J. AUTER
CAS E 11 IMPROVED INTERNAL COMMUNICATIONS IN A LARGE SOUTH
AFRICAN FINANCIAL SERVICES ORGANIZATION 254
THIS CASE DESCRIBES THE APPLICATION OF A SYSTEMATIC COMMUNICATION AUDIT
TO THE INTERNAL COMMUNICATIONS PROGRAM IN A SOUTH AFRICAN BANKING
CONGLOMERATE. A LONG-TERM CAMPAIGN TO CHANGE INTERNAL COMMUNICATION AND
ORGANIZATIONAL RELATIONS WAS APPLIED.
DERINA R. HOLTZHAUSEN
CAS E 12 IMAGE BUILDING IN THE INTERNATIONAL MEDIA: A CASE STUDY OF
THE FINLANDIA COMMUNICATIONS PROGRAM IN RUSSIA 268
THIS CASE DESCRIBES A CAMPAIGN ADMINISTERED BY A RUSSIAN PUBLIC
RELATIONS FIRM REPRESENTING THE FINNISH GOVERNMENT. THE CAMPAIGN 'SFOCUS
WAS THE ESTABLISHMENT OF AFAVORABLE IMAGE OF FINNISH PRODUCTS IN RUSSIA.
KATERINA TSETSURA
IMAGE 7
X CONTENTS
CAS E 13 AVON'S "KISS GOODBYE TO BREAST CANCER" CAMPAIGN
IN THE PHILIPPINES 284
HERE THE PHILIPPINE PORTION QF AN INTERNATIONAL CAMPAIGN TO DIAGNOSE AND
TREAT BREAST CANCER IS PRESENTED.
ZENAIDA SARABIA-PANOL
CAS E 14 ONE TAMBON, ONE PRODUCT: PART OF THE WAR
AGAINST POVERTY IN THAILAND 295
PRESENTED HERE IS A THAI GOVERNMENT PROJECT TOFACILITATE ECONOMIC
DEVELOPMENT BY ENCOURAGING SMALL LOCAL ENTITIES TO FOCUS ON A SINGLE
PRODUCT.
ROSECHONGPORN KOMOLSEVIN
CAS E 15 ENGAGING COLOMBIAN COFFEE GROWERS IN DIALOGUE:
SOCIAL REPORTS CAMPAIGN OF THE DEPARTMENTAL COMMITTEE OF ANTIOQUIA 306
SOCIAL REPORTS ARE A TOOL USED TO ACCOUNT FOR THE ACTIONS OF
ORGANIZATIONS. THIS CASE DESCRIBES A PROGRAM THAT USES SOCIAL REPORTS TO
SUPPORT AN EFFORT TO ORGANIZE AND RECRUIT MEMBERS FOR AN AGRICULTURAL
UNION IN COLOMBIA.
JUAN-CARLOS MOLLEDA AND ANA-MARFA SUAREZ
CASE 16 PROTECTING THE ENVIRONMENT AND PEOPLE'S WELL-BEING
IN THE NIGERIAN OGONI LAND 320
THIS CASE DESCRIBES THE EFFORTS ON BEHA(F OF THE OGONI PEOPLE OF NIGERIA
TO OPPOSE BOTH SHELL OIL AND THE NIGERIAN MILITARY REGIME. IT FOCUSES ON
EFFORTS TO IMPROVE ENVIRONMENTAL PRACTICES AND RESPECT FOR HUMAN RIGHTS.
BOLANLE A. OLANIRAN AND DAVID E. WILLIAMS
CAS E 17 ST. JUDE'S HEALTH OUTREACH PROJECT IN BRAZIL 333
A HEALTH COMMUNICATION OUTREACH PROGRAM IN THE BRAZILIAN STATE OF
PERNAMBUCCO IS DESCRIBED IN THIS CASE. THE CAMPAIGN BOTH RAISED MONEY
AND DISSEMINATED INFORMATION TO IMPROVE THE SURVIVAL RATE FOR CHILDREN
WITH CANCER.
JUDY B. OSKAM
IMAGE 8
CONTENTS
XI
CASE 18 BURSON-MARSTELLER'S DEPRESSION AWARENESS CAMPAIGN IN THAILAND
346
THIS CAMPAIGN SOUGHT TO REDUCE THE SUICIDE RATE IN THAILAND BY
INCREASING AWARENESS OF DEPRESSION DISORDER AND BY MOTIVATING THOSE
SUFFERING FROM THE DISEASE TO SEEK MEDICAL TREATMENT.
PEERAYA HANPONGPANDH
CASE 19 PUBLIC TELEVISION IN THE UNITED STATES AND CROATIA:
A COMPARISON OF TWO CAMPAIGNS 358
TWO CAMPAIGNS ARE PRESENTED AND COMPARED HERE. ONE CAMPAIGN IS A
COMMUNITY RELATIONS PROGRAM TO SECURE SUPPORT FOR A PBS AFFILIATE IN THE
UNITED STATES. THE OTHER IS A LOBBYING AND PERSONAL COMMUNICATION
CAMPAIGN TO ESTABLISH A PUBLIC TELEVISION SYSTEM IN CROATIA.
BONITA DOSTAL NEFF AND VLADO SUSAC
INDEX 373 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Parkinson, Michael G. Ekachai, Daradirek |
| author_facet | Parkinson, Michael G. Ekachai, Daradirek |
| author_role | aut aut |
| author_sort | Parkinson, Michael G. |
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| building | Verbundindex |
| bvnumber | BV020854726 |
| callnumber-first | H - Social Science |
| callnumber-label | HM1221 |
| callnumber-raw | HM1221 |
| callnumber-search | HM1221 |
| callnumber-sort | HM 41221 |
| callnumber-subject | HM - Sociology |
| classification_rvk | AP 17420 |
| ctrlnum | (OCoLC)60557502 (DE-599)BVBBV020854726 |
| dewey-full | 659.2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.2 |
| dewey-search | 659.2 |
| dewey-sort | 3659.2 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| discipline_str_mv | Allgemeines Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV020854726 |
| illustrated | Illustrated |
| index_date | 2024-07-02T13:20:56Z |
| indexdate | 2024-07-09T20:26:43Z |
| institution | BVB |
| isbn | 0205375200 |
| language | English |
| lccn | 2005048917 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014176388 |
| oclc_num | 60557502 |
| open_access_boolean | |
| owner | DE-703 DE-19 DE-BY-UBM |
| owner_facet | DE-703 DE-19 DE-BY-UBM |
| physical | XXIII, 384 S. Ill., graph. Darst., Kt. |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Pearson/Allyn & Bacon |
| record_format | marc |
| spelling | Parkinson, Michael G. Verfasser aut International and intercultural public relations a campaign case approach Michael G. Parkinson, Daradirek Ekachai Boston [u.a.] Pearson/Allyn & Bacon 2006 XXIII, 384 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Campagnes gtt Communication interculturelle Public relations gtt Relations publiques Relations publiques - Cas, Études de Interkulturelle Kommunikation Public relations Intercultural communication Kulturkontakt (DE-588)4033569-0 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 Kulturkontakt (DE-588)4033569-0 s Ekachai, Daradirek Verfasser aut SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014176388&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Parkinson, Michael G. Ekachai, Daradirek International and intercultural public relations a campaign case approach Campagnes gtt Communication interculturelle Public relations gtt Relations publiques Relations publiques - Cas, Études de Interkulturelle Kommunikation Public relations Intercultural communication Kulturkontakt (DE-588)4033569-0 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| subject_GND | (DE-588)4033569-0 (DE-588)4043188-5 |
| title | International and intercultural public relations a campaign case approach |
| title_auth | International and intercultural public relations a campaign case approach |
| title_exact_search | International and intercultural public relations a campaign case approach |
| title_exact_search_txtP | International and intercultural public relations a campaign case approach |
| title_full | International and intercultural public relations a campaign case approach Michael G. Parkinson, Daradirek Ekachai |
| title_fullStr | International and intercultural public relations a campaign case approach Michael G. Parkinson, Daradirek Ekachai |
| title_full_unstemmed | International and intercultural public relations a campaign case approach Michael G. Parkinson, Daradirek Ekachai |
| title_short | International and intercultural public relations |
| title_sort | international and intercultural public relations a campaign case approach |
| title_sub | a campaign case approach |
| topic | Campagnes gtt Communication interculturelle Public relations gtt Relations publiques Relations publiques - Cas, Études de Interkulturelle Kommunikation Public relations Intercultural communication Kulturkontakt (DE-588)4033569-0 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| topic_facet | Campagnes Communication interculturelle Public relations Relations publiques Relations publiques - Cas, Études de Interkulturelle Kommunikation Intercultural communication Kulturkontakt Öffentlichkeitsarbeit |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014176388&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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