3rd Edition

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

By Patricia Swann Copyright 2020
    634 Pages
    by Routledge

    634 Pages
    by Routledge

    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.


    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


    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