Cases in Public Relations Strategy
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Cases in Public Relations Strategy

Cases in Public Relations Strategy


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About the Book

Cases in Public Relations Strategy draws on original, real-world case studies to provide students with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, students explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give students the knowledge and skills they need for success in the field. Give your students the SAGE edge! SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning.

Table of Contents:
Acknowledgments About the Editors Preface: An Introduction to Public Relations Case Studies and Strategy - Burton St. John III and Diana Knott Martinelli Chapter 1. Branding “Amazing Things Happen When You Go West”: Raising Visibility, Interest, and Enrollment - Jami Payne Bower and Amber M. K. Smallwood Growing the Pope’s Flock - Fred Cook Mississippi, Believe It: Eleven Years and Moving Forward - Jesse McCraw A Strategic View: Public Relations and Tech Startups: A Case of OnlineVisas.com - Anna Klyueva Chapter 2. Community Relations Lights in the Night: Lanterns Make Community Connections - Adrienne A. Wallace Success, Value, Advocacy: Building Awareness for Student Veterans of America on College Campuses - Christie M. Kleinmann The Cleveland Foundation Centennial Campaign - Michael Murphy and Emily Foote-Huth Chapter 3. Integrated Communication The CLOROX® Ick Awards - Leslie Schrader, Whitney Press, and Fran Bernhards The Optical Society’s Centennial Year Celebration: Reflecting a Century of Innovation - Rebecca B. Andersen and Tracy Schario “Love Is Love” Wedding in Fort Lauderdale - Virginia Sheridan Chapter 4. Financial Communication Tax Amnesty 2015: Act Now. Get Right. Move Forward - Amanda Jo Stanley Building Brand Equity to Attract Investment Dollars in Clean Technology - Arlene Guzmán Todd and Kate S. Kurtin The Alcatel-Lucent Shift Plan: A Financial Turnaround Bolstered by Communications - Marisa Baldo, Wendy Zajack Chapter 5. Issue Advocacy Compassion & Choices and Brittany Maynard Help Create New Medical Aid-in-Dying Legislation in California - Heather J. Hether, Sean Crowley, and Toni Broaddus Spreading Awareness of James W. Foley’s Legacy - Gemma R. Puglisi Cut the Bait: Stop Overfishing Subsidies - Courtney J. Sakai A Strategic View: Jazz With the Stars: Funding of K–12 Music Celebrated In DC - Mike Fulton Chapter 6. Health Communication Using the Lived Experience as a Powerful Advocacy and Awareness Strategy in Australia - Charles R. Harman and David Meldrum Cedar Valley American Heart Association “Go Red for Women” Special Event - Gayle Pohl and Jeffrey Brand Working With a Difficult Client: Examining the Tensions Experienced While Developing the Halo Syndrome Campaign - Lindsey B. Anderson, Melanie Morgan, Shavonne Shorter, and Brian C. Britt A Strategic View: The Halo Campaign and Building a Positive Client Relationship - Lindsey B. Anderson, Melanie Morgan, Shavonne Shorter, and Brian C. Britt A Strategic View: Donate Life Ohio Campaign: Save a Life. Be a Donor - Michele E. Ewing Chapter 7. Crisis Communication Boosting Pride in the Face of a Downturn in Whitesville, West Virginia - Geah Pressgrove and Julia Daisy Fraustino Regaining Trust Amid a Crisis: Louisiana Office of Tourism and the BP Oil Spill - Dedria Givens-Carroll and John Deveney Transparency in the Midst of a Budget Reduction - Peggy M. Rupprecht A Strategic View: “Hurry Up, Then Wait”: Old Dominion University’s Crisis Communication Response to Crude Move-In Day Banners - Brendan O’Hallarn and Giovanna M. Genard A Strategic View: Contrasts in a Crisis: Fact-Based Traditional Media Versus Emotion-Laden Social Media in the Midst of an Employee Strike - Maureen Schriner Chapter 8. Further Views In Public Relations Strategy Make 90 Seconds Last a Month: The Story of the 84 Lumber Super Bowl Commercial - Steve Radick One Company’s Quest for Quality: From Baldrige to Lean Six Sigma - Koji Fuse, George Bowden Addressing Internal Communication at the U.S. Embassy in Kigali, Rwanda - Bond H. Benton Tenneco Builds Employee Engagement Through Recognition - Keith Burton Beating the “Big Three”: Publicizing Fox TV Network’s 1987 Debut - Jack Breslin My Press Needs Challenge: Creating a Brand in a Mature Market - Allison Weidhaas A Strategic View: #Whatididinstead: A Social Media Rather Than Social Norms Approach to Curb Teen Drinking - Kimberly Field-Springer A Strategic View: Driving Behavior Change Through Public Relations: How Earned Media Lead Consumer Decision Making About Medicare - Mark Weiner Appendix: Consulting 101 - Robert S. Pritchard and Cylor Spaulding Index


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Product Details
  • ISBN-13: 9781544339924
  • Publisher: Sage Publications Inc Ebooks
  • Publisher Imprint: SAGE Publications Inc
  • Language: English
  • ISBN-10: 1544339925
  • Publisher Date: 02 Aug 2018
  • Binding: Digital download and online
  • No of Pages: 216


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