Public Relations Cases
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This unique collection of contemporary international public relations (PR) case studies gives the reader in-depth insight into effective PR practice in a range of organizational contexts. The global cases demonstrate the breadth and sophistication of the public relations function, both in public and private sector organizations.
This fully updated third edition of Public Relations Cases offers fresh perspectives on the changing face of contemporary public relations and the development of PR and communication strategies. Addressing the gap in PR literature, it examines political systems, climate, media ownership and structures, as well as the social values and economic conditions which shape the role and work of PR practitioners. The book follows a four-part analytical model CDAO (Context, Decisions, Actions and Outcomes) to successfully identify the key points of comparison between cases to uncover how and why particular events occur and, critically, identifies what key factors and actions we can learn from in future decision-making.
Featuring updated cases from across industries and around the world, including South East Asia, Latin America, the UK and the US, this book is an invaluable resource for researchers, postgraduate and executive education students studying public relations, corporate communication and public affairs.
Table of Contents
1. Chester Zoo: Save our Zoo Campaign [UK]
Will Condliffe & Julie Platt
2. Moms Demand Action: using public relations to combat gun violence [USA]
3. Crowd-sourcing potential: Developing the right formula for the prevention and intervention strategy against drug abuse in Malaysia [Indonesia]
4. A Perfect Storm: The challenge of public relations in the health and social care sector [UK]
5. The Comeback Niño: Puerto Rico’s Tourism Industry on the Re-bound, Post-Maria [ Puerto Rico]
Meta G. Carstarphen
6. Farm Town Strong: Overcoming the Rural Opioid Epidemic [USA]
Ray Atkinson & Barbara DeSanto
7. Who’s Listening? the importance of internal communication [UK]
Kevin Ruck, Howard Krais and Mike Pounsford
8. Marketing the Rainbow: the challenges of minority marketing and supporting or subsequent PR initiatives [US/ Global]
9. The Volkswagen Dieselgate crisis: Challenging assumptions about reputation recovery in a major crisis USA /Global]
10. Iceland foods Rang Tan and the palm oil alarm call UK /International]
11. The M.O.M. Squad: PR Transforms Diverse Micro-Influencers Into the World’s First Team of Pregnant Comic Book Superheroes [USA]
12. Let’s grab a coffee: a return to Public Relations basics [Portugal]
Ana Raposo & Mafalda Eiró-Gomes
13. Initiative Angels [Columbia]
Karem Contreras & Miguel Ángel Herrera
Danny Moss, PhD, is Professor of Corporate & Public Affairs at the University of Chester Business School and Co-Director of the International Centre for Corporate & Public Affairs Research. He has played a leading role in establishing Master’s level education in public relations in the UK at the University of Stirling and then at Manchester Metropolitan University and the University of Chester. He was one of the co-founders of the Bled PR Research Symposium and co-founder and co-editor of the Journal of Public Affairs, and has authored and edited many books, journal articles and conference papers including Public Relations: A Managerial Perspective; Public Relations Cases: An International Perspective and Perspectives on Public Relations Research.
Barbara DeSanto, EdD, APR, Fellow PRSA, is emeritus director of graduate studies and research at Kansas State University. She played a leading role in Master's education at several universities, and established the online Master's degree at Kansas State University. She also developed and lead study abroad programs to Europe, Central America and Australia. Along with journal articles and conference presentations, she has co-authored Public Relations: A Managerial Perspective; Public Relations Cases: An International Perspective and the Public Relations Society of America (PRSA) Learning to Teach.