Cases in Public Relations Management : The Rise of Social Media and Activism book cover
3rd Edition

Cases in Public Relations Management
The Rise of Social Media and Activism

ISBN 9781138088870
Published August 26, 2019 by Routledge
634 Pages

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Book Description

Now in its third edition, Cases in Public Relations Management uses recent cases in strategic communication designed to encourage discussion, debate, and exploration of the options available to today's strategic public relations manager, with the help of extensive supplemental materials.

Key features of this text include coverage of the latest controversies in current events, discussion of the ethical issues that have made headlines in recent years, and strategies used by public relations practitioners. The problem-based case study approach encourages readers to assess what they know about communication theory, the public relations process, and management practices.

New to the third edition:

  • Eighteen new cases including Snap, Wells Fargo, SeaWorld, United Airlines, and Starbucks.
  • Additional emphasis on social media and social responsibility for communication management today.
  • End-of-chapter activities that reinforce concepts.

Developed for advanced students in strategic communication and public relations, this book prepares them for their future careers as communication and public relations professionals.

The new edition features a fully enhanced companion website that includes resources for both instructors and students. Instructors will find PowerPoint Lecture Slides, Case Supplements, Instructor Guides, and Answer Keys for Quizzes and End-of-Chapter Activities. Students will benefit from Quizzes, a Glossary, and Case Supplements.

Table of Contents


Chapter 1: A Brief Introduction to Public Relations

Chapter 2: Ethics and the Law

Chapter 3: Corporate Social Responsibility

Chapter 4: Media Relations

Chapter 5: Conflict Management

Chapter 6: Activism

Chapter 7: Consumer Relations

Chapter 8: Entertainment and Leisure 

Chapter 9: Community Relations

Chapter 10: Cultural and Other Considerations

Chapter 11: Financial Communication and Investor Relations

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Patricia Swann, former dean of the School of Business and Justice Studies, is a professor of public relations and management at Utica College, USA. She is the executive director of the Raymond Simon Institute for Public Relations and Journalism and the past head for the Public Relations Division of the Association for Education in Journalism and Mass Communication. She has 20 years of experience in the public relations and journalism industries and has garnered numerous awards for her work.


"Swann's third edition of Cases in Public Relations Management is organized in such a way as to offer foundational knowledge of the broader field of PR and of the narrower topics of each chapter before diving into specific cases. The discussion questions in each chapter are certain to prompt critical thinking and deep class discussions." -- Emily S. Kinsky, West Texas A&M University