Applied Public Relations
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Applied Public Relations: Cases in Stakeholder Management(Routledge Communication Series)

Applied Public Relations: Cases in Stakeholder Management(Routledge Communication Series)


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About the Book

Applied Public Relations provides readers with the opportunity to observe and analyze how contemporary businesses and organizations interact with key groups and influences. Through the presentation of cases covering a wide variety of industries, locations, and settings, authors Kathy Brittain McKee and Larry F. Lamb examine how real organizations develop and maintain their relationships, offering valuable insights into contemporary business and organizational management practices. McKee and Lamb place special emphasis on public relations as a strategic management function that must coordinate its planning and activities with key organizational units - human resources, marketing, legal counsel, finance, and operations, among others. A commitment to the ethical practice of public relations underlies the book, and students are challenged not only to assess the effectiveness of the practices outlined, but also to understand the ethical implications of those choices. This second edition includes the following key features: New and updated cases Additional Professional Insight commentaries Expanded use of charts and photos An appendix with the PRSA Member Code of Ethics and the IABC Code of Ethics for Professional Communicators A companion website with resources for the student and the instructor. With its practical orientation and scope, Applied Public Relations is a useful text for courses on public relations management, public relations cases and campaigns, and integrated communication management.

Table of Contents:
Professional Insight: The Management Champion of Social Responsibility -- James E. Grunig 1. Applied Public Relations: Maintaining Mutually Beneficial Systems of Stakeholder Relationships Professional Insight: The Case for Character -- Ron Arp 2. Stakeholders: Employees Case 1. General Motors Trims Its Workforce and Operations Case 2: "You Can’t Buy That Kind of PR": Southwest Airlines Employees Star in Reality TV Case 3. Teamsters Deliver Public Support During the UPS Strike Case 4: Sun Shines Through Employee Blogs Case 5: The Case of the Misfired Memo Professonal Insight: Your Real Job Description -- Lisa Owens 3. Stakeholders: Community Case 6. `The Company For Women’ Pledges Support Case 7. CharitaBulls Help Others Win at Life Case 8. "Walking the Talk": DuPont’s Land Legacy Program Donates 16,000 Acres to The Conservation Fund Case 9. Habitat for Humanity: Building Corporate Bridges and Affordable Houses Case 10: Community Service Constitutes Core Competency of Timberland Professonal Insight: A Lesson: Advertising and Public Relations Can Work in Harmony -- Anne Sceia Klein 4. Stakeholders: Consumers Case 11. "Would You Like Your Taco With or Without Pesticide Today?" Case 12: Wendy’s Relies On Reputation to Combat "Finger" Fraud Case 13. Bausch & Lomb See Recall Case 14. Tire Tread Troubles Drive Firestone into Crisis of Confidence Case 15: Wal-Mart: Soaring Through Sustainability Case 16. Warner Bros. (and Others) are Wild About "Harry" Professonal Insight: Public Relations in the iPod Generation -- Richard D. French 5. Stakeholders: Media Case 17. Media Interest in Transplant Drama Stokes Anxiety in Health Care Professionals Case 18. Fakes News Release Leads to Arrest Case 19. Bishops, Priests, and Reporters: The Catholic Church and Media Coverage of Sex Abuse Scandals Case 20: Bowling For Columbine Strikes Ammunition Sales at Kmart Corp. Case 21: Creating and Controlling—A dialogue on Energy: Chevron Launches Worldwide Advertising Campaign Professional Insight: Making News in a New Media World -- David Henderson 6. Stakeholders: Investors Case 22. The Communications Company That Didn’t Communicate: WorldCom Case 23. Appearances or Substance: Which is More Important? Case 23: A Habit of Activism Case 24. Hewlett-Packard Seeks to Plug Leaks With a Secret Investigation Professonal Insight: Integrated Communication and Shareholder Wealth -- Linda Kelleher 7. Stakeholders: Members and Volunteers Case 25. Designated Donations? The American Red Cross and the Liberty Fund Case 26: Offering "1-888-995-HOPE" to Homeowners Case 27. Colossal Fossil Dominates Chicago’s Field Museum Case 28: Queen Latifah Introduces National Women’s Confidence Day Case 29. A New Way for the United Way of the National Capital Area? Professional Insight: A Higher Ethical Standard for Non-Profits -- James E. Moody 8. Stakeholder: Governments and Regulators Case 30: Hospital Advocates for its Property-Tax Exemption Case 31. New Internet Cookie Recipe Gives Heartburn to DoubleClick Case 32. "Working Together to Bring Peace":Saudi Arabia Seeks to Improve its U.S. Image Case 33. Kick Ash Bash Sets Stage for Antismoking Campaign Case 34: "What Happened": Former Press Secretary’s Memoir Sparks Controversies Professional Insight: Is Saying 'No' an Option for the Government? -- Gene Rose 9. Stakeholders: Activists Case 36: PETA Serves Up "Holocaust on Your Plate" Campaign Case 37. Greenpeace Pressures Chemical Producers to Reduce Risks of Chlorine Gas Case 38. Activist Campaign in India Examines Soft Drinks Case 39. Activists Keep Nike on the Run Professional Insight: Three Key Concepts from a PR Pioneer Turned Critic -- Larry Pfautsch 10. Stakeholders: Global Citizens Case 40: "Our Weapon is Our Nakedness": Nigerian Women Use Cultural Taboo to Fight Big Oil Company Case 41. Bayer Drug Recall Strains International Relationships Case 42. Brewing International Relationships: Does Starbucks C.A.F.É. Program Serve Social Responsibility to Ethiopian Coffee Farmers? Case 43. Publicis and the European Central Bank Introduce "The Euro. Our Money" to the World Case 44. Red, White, and Blue—and Golden? McDonald’s Responds to International Pressures Case 45. Maritime Tragedy Compounded by Cultural Differences Professional Insight: Global Connections, Distinctive Differences -- Julie Freeman

About the Author :
Kathy Brittain McKee is a professor of communication at Berry College where she served from 1999-2009 as the associate provost and dean of academic services. She is the co-author of Media Ethics: Cases and Moral Reasoning, which is now in its 8th edition. She serves as editor of Journalism & Communication Monographs. Dr. McKee has published journal articles and book chapters in media ethics, visual imagery, communication pedagogy and student-press regulation. Larry F. Lamb has held leadership positions in corporate communications at Fortune 500 companies and served pharmaceutical and manufacturing clients of a global strategic communications business. He has taught at public universities in Kansas, North Carolina and the Russian Federation.


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Product Details
  • ISBN-13: 9780415999151
  • Publisher: Taylor & Francis Ltd
  • Publisher Imprint: Routledge
  • Edition: New edition
  • Language: English
  • No of Pages: 304
  • Series Title: Routledge Communication Series
  • Weight: 548 gr
  • ISBN-10: 0415999154
  • Publisher Date: 06 Jul 2009
  • Binding: Hardback
  • Height: 229 mm
  • No of Pages: 290
  • Returnable: N
  • Sub Title: Cases in Stakeholder Management
  • Width: 152 mm


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