Cases in public relations management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
Routledge
2010
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 388 S. Ill. 25 cm |
| ISBN: | 9780415878920 9780415878937 0415878926 |
Internformat
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| 245 | 1 | 0 | |a Cases in public relations management |c Patricia Swann |
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Datensatz im Suchindex
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| adam_text | IMAGE 1
CASES IN PUBLIC
RELATIONS MANAGEMENT
PATRICIA SWANN
I~ ~~~;~;N~RUP NEW YORK AND LONDON
IMAGE 2
TABLE OF CONTENTS
CHAPTER 1 THE PURPOSE OF PUBLIC RELATIONS 1
HAVE AN ORGANIZATIONAL PURPOSE THE PUBLIC RELATIONS PROCESS 6 HOW PUBLIC
RELATIONS RELATES TO OTHER DISCIPLINES 13
COMMUNICATION THEORIES 17
CHAPTER 2
PROACTIVE PUBLIC RELATIONS 20
MONITOR YOUR ENVIRONMENT 20 DEVELOP A PUBLIC RELATIONS STRATEGY 25
CHAPTER 3
THE CASE METHOD 28
THE NEXT BEST THING TO BEING THERE 28 FIVE RULES FOR CASC STUDY 29
WORKSHEET 1: PREPARING FOR
THE CASE 34
WORKSHEET 2: ORGANIZATIONAL RESPONSE 35 WORKSHEET 3: EFFECTIVE
COMMUNICATION 37
WORKSHEET 4: WAYS ORGANIZATIONS COMMUNICATE 38
CHAPTER 4
ETHICS AND THE PUBLIC INTEREST 40
PRSA MEMBER CODE OF ETHICS 41 PRSA CODE PROVISIONS 43
VI
WHAT WOULD YOU DO? CASE
SCENARIOS 47 CITY UTILITY OR CASH COW? TOP AGENCY ACCUSED OF OVERBILLING
CITY 49 IN WASHINGTON, I M KAREN RYAN
REPORTING. WHEN IS A REPORTER NOT A REPORTER? 58 ARMSTRONG WILLIAMS:
DISCLOSURE GUIDELINES SNAG MEDIA PUNDIT AND PR
FIRM 64
LETTER FROM KIRKUK ... MAKE THAT 500 LETTERS! 71 CORPORATE SOCIAL
RESPONSIBILITY: SOUTH AFRICAN WINE INDUSTRY PROMOTES ETHICAL
PRACTICES 75
CHAPTER 5
MEDIA RELATIONS 78
00 THE RESEARCH 79 RESPECT DEADLINES 79 THINK AND WRITE LIKE A REPORTER
80
BUILD A LASTING RELATIONSHIP 82 PITCHING TO BRANDWEEK: UNDERSTAND THE
MEDIUM YOU ARE PITCHING TO 82 DO THE RESEARCH: AN EDITOR S RESPONSE
TO A MISGUIDED STORY PITCH 85 CAN I GET THAT IN TEAL? CAR COLORS
CRITICAL TO CONSUMER CHOICE 87 BREAK THE SILENCE-MAKE THE CALL:
PRIVATE AND PUBLIC COMMUNICATION STRATEGIES FOR DOMESTIC VIOLENCE 90
NATIONAL RANKINGS FEVER: ENHANCING CHILDREN S HOSPITAL BOSTON S
REPUTATION 96 COMMUNICATING IN THE FACE OFTRAGEDY:
TSUNAMI MEDIA TEAM OPERATIONAL ANALYSIS 100 THE 4CS OF A GREAT
PICTURE: LAUNCHING KODAK S HIGH-DEFINITION FILM 107
IMAGE 3
CHAPTER 6
CRISIS COMMUNICATION 111
LOOKING FOR RISKS AND MANAGING ISSUES 111 CRISIS RESPONSE STRATEGIES 112
ACTIONS TO TAKE DURING A
CRISIS 115 PLANNING FOR THE UNTHINKABLE: CDC S SMALLPOX COMMUNICATION
CRISIS PLAN 118
HIDDEN CAMERA CAPTURES CHICKEN ABUSE: ANIMAL ACTIVIST GROUP TARGETS
COMPANY 123 BLOGGER VIDEO AND INTERNET POSTINGS:
CRISIS RESPONSE IN AN INSTANT INTERNET WORLD 130 CRAZY FOR YOU BEAR:
MENTAL HEALTH ADVOCATES CRITICIZE CUDDLY
TOY 138
LIVING IN A POST-9/LL WORLD:
CONTROVERSIAL CAMPUS SPEAKER IGNITES FUROR 144 MINICASE: CAMP
LEECH-A-LOT 151
CHAPTER 7 CONSUMER RELATIONS 152
MARKETING COMMUNICATION SUPPORT 152 BEYOND THE CONSUMER 155 MASHING THE
LOW-CARBOHYDRATE CRAZE:
A HEALTHY HELPING OF POTATO PROMOTION 155 FREEDOM, FLEXIBILITY, AND FUN!
TRADE ASSOCIATION PUTS RECORD GAS PRICES IN
PERSPECTIVE 161 KANSAS, AS BIG AS YOU THINK: MAKING A BLANK STATE A
STRONG BRAND 166 FROM LAST YEAR S STYLES TO NOW: PAYLESS
SHOESOURCE REPOSITIONS ITSELF AS FASHION FOCUSED 172 OF MUGGLES,
QUIDDITCH, AND BERTIE BOTTS: KEEPING THE HARRY POTTER MAGIC
ALIVE 176
CONTENTS VII
A MONUMENT TO DECADENCE :
INTRODUCING HARDEE S MONSTER THICKBURGER 178
CHAPTER 8 SPORTS, ENTERTAINMENT, AND TRAVEL 181
DAMAGE CONTROL 183 CRISIS COMMUNICATION 184 QUEEN OFTALK WALKS THE TALK:
OPRAH WINFREY WITH ANGEL NETWORK TACKLES
KATRINA NEEDS 185 A BIG HIT IN TOKYO~AND COOPERSTOWN:
BASEBALL SHRINE COURTS FUTURE HALL OF FAMER 188 TODD BERTUZZI S SUCKER
PUNCH: VIOLENT INCIDENT SPARKS DEBATE AMONG NHL
FANS AND CRITICS 191 FROM BLAZER MANIA TO LAIL BLAZERS ; PORTLAND
BLAZERS STRUGGLE TO RECONNECT WITH COMMUNITY 194 WITCH WAY TO GO? GOING
BEYOND
SALEM S WITCH CITY PERSONA 197 QUEEN MARY 2 S UNHAPPY VOYAGE: LUXURIOUS
CRUISE OR HIGH-SPEED PASSAGE ? 199
IS LT LIVE OR IS LT RECORDED, ASHLEE? MANAGING SINGER S REPUTATION AFTER
SNL PERFORMANCE 201 NAZI PRINCE? THE TROUBLE WITH HARRY S
POOR COSTUME CHOICE 204
CHAPTER 9 COMMUNITY RELATIONS 206
BUILDING POSITIVE RELATIONSHIPS AT HORNE 206 CORPORATE PHILANTHROPY 208
EVENT SPONSORSHIP, LN-KIND
CONTRIBUTIONS, AND CAUSE-RELATED MARKETING 209 MANAGING ACTIVIST GROUPS
210 LT S THE REAL THING : PROTEST AT THE
JEWISH MUSEUM 211
IMAGE 4
VIII CONTENTS
NIGHT TRAIN TO NASHVILLE: MUSIC CITY
PAYS TRIBUTE TO HS R&B HERITAGE 216 WELLS COLLEGE: HISTORY, TRADITION,
AND NOW-MEN 223
CREATING LONG-DISTANCE MEMBERSHIP VALUE 227 BOSTON MARATHON: LOHN
HANCOCK USES SPORTS TO LEVERAGE HS IMAGE 229
CHAPTER 10
EMPLOYEE RELATIONS 234
PUBLIC RELATIONS CONTRIBUTES TO A PRODUCTIVC WORKPLACE CULTURE 235
EFFECTIVE EMPLOYEE
COMMUNICATIONS 236 INTERNAL COMMUNICATION 236 INTERNAL MEDIA
OPPORTUNITIES 237 SAGO MINE TRAGEDY: GARBLED MESSAGE
TURNS LUBILATION INTO ANGUISH, ANGER 238 HALLMARK WRITERS ON TOUR:
MEANINGFUL MOMENTS AND MEMORIES FAR EMPLOYEES
AND CONSUMERS 243 COMMUNICATING ORGANIZATIONAL GROWTH: GENERAL MOTORS
STRATEGIC INTEGRATION OF LNTCRNAL-EXTERNAL
COMMUNICATIONS 247 BIG BROTHER IS WATCHING: BROWSING ON COMPANY TIME 253
CHAPTER 11
GOVERNMENTAL RELATIONS 256
GOVERNMENTAL RELATIONS 257 PUBLIC AFFAIRS IN GOVERNMENT 258 BASE
CLOSINGS AND REALIGNMENT: STRATEGIC PLANNING AND LOBBYING PROTECTS
MILITARY ASSETS 260 WELCOME TO YOUR NEW LOB: REBUILDING A CITY S DAMAGED
REPUTATION 267 ABU GHRAIB: PART I: PUBLIC AFFAIRS AND
THE IRAQI PRISONER ABUSE SCANDAL 268
ABU GHRAIB: PART 2: DAMAGE CONTROL: THE U.S. GOVERNMENT S RESPONSE 276
ABU GHRAIB: PART 3: ON-THE-GROUND
RESPONSE 285
CHAPTER 12
INTERNATIONAL PUBLIC RELATIONS 289
CONTAINING THE DCADLY MARBURG VIRUS: TAKING A CULTURALLY BASED
COMMUNICATION APPROACH 292 SHARK FIN SOUP: HONG KONG DISNEYLAND
SCCKS CULTURAL AND ENVIRONMENTAL BALANCE 295 DON T DO EVIL: CHINA S
CENSORSHIP POLICIES PUT UNWANTED SPOTLIGHT ON
U .S. INTERNET SEARCH COMPANIES 298 CORN AIDS EUROPC S GREEN REVOLUTION:
NATUREWORKS LLC S BIODEGRADABLE PLASTIC PRODUCTS
FIT ECO TREND 303
CHAPTER 13
FINANCIAL RELATIONS 307
A QUICK BASIC BUSINESS PRIMER 308 INVESTOR RELATIONS ROJE 309 REQUIRED
FORMS 312 CHALLENGES IN INVESTOR
RELATIONS 314 FROM HUMBLE BEGINNINGS: THE WORLDCLASS STORY OF TEVA
PHARMACEUTICAL INDUSTRIES, LTD. 315
WAL-MART: CAN H REPAIR HS CORPORATE REPUTATION IN THE EYES OF ALL HS
CONSTITUENTS? 317 NO LONGER BOXED IN: AN OPPORTUNITY TO
TELL IRON MOUNTAIN S DYNAMIC GROWTH STORY 319 BURGER KING HOLDINGS
INITIAL PUBLIC OFFERING: DESIGNING AN INVESTOR
RELATIONS PROGRAM TO WHET WALL STREET S APPETITE FOR THE COMPANY S STOCK
320
IMAGE 5
CHAPTER 14
INTERNSHIPS AND EARLY CAREER 323
INTCMSHIP TIPS 323 FIRST JOB TIPS 327 HEY! REMEMBER ME? GCTTING THE MOST
OUT OF AN INTERNSHIP EXPERIENCC 328 CLOSE ENCOUNTER OFTHE UNWANTCD
KIND: FRIENDSHIP, FRATEMIZING, OR HARASSMENT? 331 WANTED: MEDIA
RELATIONS COORDINATOR AT STATE UNIVERSITY, PART 1 333
CONRENRS IX
THE INTERVIEW FAR MEDIA RELATIONS
COORDINATOR AT STATE UNIVERSITY, PART 2 334
SHOULD I TAKE THIS JOB? 338 ESTABLISHING A NEW PUBLIC RELATIONS PROGRAM
340
NOTES 342
INDEX 376
|
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| author | Swann, Patricia |
| author_facet | Swann, Patricia |
| author_role | aut |
| author_sort | Swann, Patricia |
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| bvnumber | BV036478695 |
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| 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 | Wirtschaftswissenschaften |
| edition | 1. publ. |
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| spelling | Swann, Patricia Verfasser aut Cases in public relations management Patricia Swann 1. publ. New York, NY [u.a.] Routledge 2010 IX, 388 S. Ill. 25 cm txt rdacontent n rdamedia nc rdacarrier Public relations / Management / Case studies (DE-588)4522595-3 Fallstudiensammlung gnd-content SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020350251&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Swann, Patricia Cases in public relations management Public relations / Management / Case studies |
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| title | Cases in public relations management |
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| title_full | Cases in public relations management Patricia Swann |
| title_fullStr | Cases in public relations management Patricia Swann |
| title_full_unstemmed | Cases in public relations management Patricia Swann |
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| title_sort | cases in public relations management |
| topic | Public relations / Management / Case studies |
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