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The Purpose of Public Relations |
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1 | (19) |
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Have an Organizational Purpose |
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1 | (5) |
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The Public Relations Process |
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6 | (7) |
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How Public Relations Relates to Other Disciplines |
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13 | (4) |
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17 | (3) |
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Proactive Public Relations |
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20 | (8) |
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20 | (5) |
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Develop a Public Relations Strategy |
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25 | (3) |
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28 | (12) |
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The Next Best Thing to Being There |
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28 | (1) |
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Five Rules for Case Study |
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29 | (5) |
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Worksheet 1: Preparing for the Case |
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34 | (1) |
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Worksheet 2: Organizational Response |
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35 | (2) |
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Worksheet 3: Effective Communication |
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37 | (1) |
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Worksheet 4: Ways Organizations Communicate |
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38 | (2) |
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Ethics and the Public Interest |
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40 | (38) |
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PRSA Member Code of Ethics |
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41 | (2) |
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43 | (4) |
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What Would You Do? Case Scenarios |
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47 | (2) |
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City Utility or Cash Cow? Top Agency Accused of Overbilling City |
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49 | (9) |
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``In Washington, I'm Karen Ryan Reporting.'' When Is a ``Reporter'' Not a Reporter? |
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58 | (6) |
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Armstrong Williams: Disclosure Guidelines Snag Media Pundit and PR Firm |
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64 | (7) |
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Letter from Kirkuk . . . Make That 500 Letters! |
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71 | (4) |
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Corporate Social Responsibility: South African Wine Industry Promotes Ethical Practices |
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75 | (3) |
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78 | (33) |
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79 | (1) |
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79 | (1) |
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Think and Write Like a Reporter |
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80 | (2) |
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Build a Lasting Relationship |
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82 | (1) |
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Pitching to Brandweek: Understand the Medium You Are Pitching To |
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82 | (3) |
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Do the Research: An Editor's Response to a Misguided Story Pitch |
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85 | (2) |
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Can I Get That in Teal? Car Colors Critical to Consumer Choice |
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87 | (3) |
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Break the Silence---Make the Call: Private and Public Communication Strategies for Domestic Violence |
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90 | (6) |
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National Rankings Fever: Enhancing Children's Hospital Boston's Reputation |
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96 | (4) |
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Communicating in the Face of Tragedy: Tsunami Media Team Operational Analysis |
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100 | (7) |
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The ``4Cs'' of a Great Picture: Launching Kodak's High-Definition Film |
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107 | (4) |
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111 | (41) |
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Looking for Risks and Managing Issues |
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111 | (1) |
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Crisis Response Strategies |
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112 | (3) |
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Actions to Take during a Crisis |
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115 | (3) |
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Planning for the Unthinkable: CDC's Smallpox Communication Crisis Plan |
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118 | (5) |
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Hidden Camera Captures Chicken Abuse: Animal Activist Group Targets Company |
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123 | (7) |
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Blogger Video and Internet Postings: Crisis Response in an Instant Internet World |
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130 | (8) |
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``Crazy for You'' Bear: Mental Health Advocates Criticize Cuddly Toy |
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138 | (6) |
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Living in a Post-9/11 World: Controversial Campus Speaker Ignites Furor |
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144 | (7) |
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Minicase: Camp Leech-a-Lot |
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151 | (1) |
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152 | (29) |
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Marketing Communication Support |
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152 | (3) |
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155 | (1) |
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Mashing the Low-Carbohydrate Craze: A Healthy Helping of Potato Promotion |
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155 | (6) |
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Freedom, Flexibility, and Fun! Trade Association Puts Record Gas Prices in Perspective |
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161 | (5) |
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Kansas, as Big as You Think: Making a Blank State a Strong Brand |
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166 | (6) |
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From Last Year's Styles to Now: Payless Shoe Source Repositions Itself as Fashion Focused |
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172 | (4) |
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Of Muggles, Quidditch, and Bertie Botts: Keeping the Harry Potter Magic Alive |
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176 | (2) |
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``A Monument to Decadence'': Introducing Hardee's Monster Thickburger |
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178 | (3) |
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Sports, Entertainment, and Travel |
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181 | (25) |
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183 | (1) |
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184 | (1) |
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Queen of Talk Walks the Talk: Oprah Winfrey with Angel Network Tackles Katrina Needs |
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185 | (3) |
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A Big Hit in Tokyo---and Cooperstown: Baseball Shrine Courts Future Hall of Famer |
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188 | (3) |
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Todd Bertuzzi's Sucker Punch: Violent Incident Sparks Debate among NHL Fans and Critics |
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191 | (3) |
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From Blazer Mania to ``Jail Blazers'': Portland Blazers Struggle to Reconnect with Community |
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194 | (3) |
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Witch Way to Go? Going Beyond Salem's Witch City Persona |
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197 | (2) |
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Queen Mary 2's Unhappy Voyage: Luxurious Cruise or ``High-Speed Passage''? |
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199 | (2) |
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Is It Live or Is It Recorded, Ashlee? Managing Singer's Reputation after SNL Performance |
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201 | (3) |
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Nazi Prince? The Trouble with Harry's Poor Costume Choice |
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204 | (2) |
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206 | (28) |
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Building Positive Relationships at Home |
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206 | (2) |
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208 | (1) |
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Event Sponsorship, In-Kind Contributions, and Cause-Related Marketing |
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209 | (1) |
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210 | (1) |
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``It's the Real Thing'': Protest at The Jewish Museum |
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211 | (5) |
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Night Train to Nashville: Music City Pays Tribute to Its R&B Heritage |
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216 | (7) |
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Wells College: History, Tradition, and Now---Men |
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223 | (4) |
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Creating Long-Distance Membership Value |
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227 | (2) |
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Boston Marathon: John Hancock Uses Sports to Leverage Its Image |
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229 | (5) |
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234 | (22) |
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Public Relations Contributes to a Productive Workplace Culture |
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235 | (1) |
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Effective Employee Communications |
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236 | (1) |
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236 | (1) |
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Internal Media Opportunities |
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237 | (1) |
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Sago Mine Tragedy: Garbled Message Turns Jubilation into Anguish, Anger |
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238 | (5) |
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Hallmark Writers on Tour: Meaningful Moments and Memories for Employees and Consumers |
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243 | (4) |
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Communicating Organizational Growth: General Motors' Strategic Integration of Internal-External Communications |
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247 | (6) |
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Big Brother Is Watching: Browsing on Company Time |
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253 | (3) |
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256 | (33) |
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257 | (1) |
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Public Affairs in Government |
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258 | (2) |
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Base Closings and Realignment: Strategic Planning and Lobbying Protects Military Assets |
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260 | (7) |
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Welcome to Your New Job: Rebuilding a City's Damaged Reputation |
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267 | (1) |
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Abu Ghraib: Part 1: Public Affairs and the Iraqi Prisoner Abuse Seandal |
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268 | (8) |
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Abu Ghraib: Part 2: Damage Control: The U.S. Government's Response |
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276 | (9) |
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Abu Ghraib: Part 3: On-the-Ground Response |
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285 | (4) |
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International Public Relations |
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289 | (18) |
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Containing the Deadly Marburg Virus: Taking a Culturally Based Communication Approach |
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292 | (3) |
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Shark Fin Soup: Hong Kong Disneyland Seeks Cultural and Environmental Balance |
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295 | (3) |
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Don't Do Evil: China's Censorship Policies Put Unwanted Spotlight on U.S. Internet Search Companies |
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298 | (5) |
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Corn Aids Europe's Green Revolution: NatureWorks LLC's Biodegradable Plastic Products Fit Eco Trend |
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303 | (4) |
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307 | (16) |
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A Quick Basic Business Primer |
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308 | (1) |
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309 | (3) |
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312 | (2) |
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Challenges in Investor Relations |
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314 | (1) |
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From Humble Beginnings: The World-Class Story of Teva Pharmaceutical Industries, Ltd. |
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315 | (2) |
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Wal-Mart: Can It Repair Its Corporate Reputation in the Eyes of All Its Constituents? |
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317 | (2) |
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No Longer Boxed In: An Opportunity to Tell Iron Mountain's Dynamic Growth Story |
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319 | (1) |
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Burger King Holdings' Initial Public Offering: Designing an Investor Relations Program to Whet Wall Street's Appetite for the Company's Stock |
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320 | (3) |
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Internships and Early Career |
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323 | (19) |
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323 | (4) |
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327 | (1) |
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Hey! Remember Me? Getting the Most Out of an Internship Experience |
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328 | (3) |
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Close Encounter of the Unwanted Kind: Friendship, Fraternizing, or Harassment? |
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331 | (2) |
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Wanted: Media Relations Coordinator at State University, Part 1 |
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333 | (1) |
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The Interview for Media Relations Coordinator at State University, Part 2 |
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334 | (4) |
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338 | (2) |
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Establishing a New Public Relations Program |
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340 | (2) |
| Notes |
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342 | (34) |
| Index |
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376 | |
