Public Relations Cases : International Perspectives book cover
2nd Edition

Public Relations Cases
International Perspectives

ISBN 9780415773379
Published August 18, 2010 by Routledge
208 Pages 65 B/W Illustrations

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Book Description

This unique collection of contemporary international public relations case studies gives the reader in-depth insight into effective public relations practice in a range of organizational contexts. The cases demonstrate the breadth of modern public relations practice and the increasing importance and sophistication of this function both in public and private sector organizations.

This second edition of Public Relations Cases builds on the success of the previous edition to offer new insights into the changing face of contemporary public relations and the development of PR and communication strategies. The book also examines:

  • The use of social media and blogging as a communications medium
  • The growing importance of corporate social responsibility programmes
  • Local authority identity change
  • High profile international charitable fundraising
  • Sports sponsorship
  • Property sector PR.

Featuring cases from around the world, including the UK, India, Korea, Demark, Croatia and the US, this book is an invaluable resource for teachers, researchers and students working in public relations, corporate communication and public affairs.

Table of Contents

Introduction (Danny Moss, Melanie Powell and Barbara DeSanto)  1. Take a Look at My Giraffe: Promoting Chester Zoo (Bill Daring)  2. Jane's Ride Across America (Ryan Bowd and Melanie Powell)  3. Kerala, God's Own Country: From Backwaters to One of the Ten Paradises on Earth (Ganga S. Dhanesh)  4. LG Mobile: Utilizing the Blogosphere to Increase Buzz and Drive Positive Sentiment of Mobile Phones (Ronnie Brown)  5. Enacting Corporate Citizenship in Korea: Novartis Korea's Five-Generation Families Campaign (Yunna Rhee, Hyunki Moon and Jeeyoon Lee)  6. Taking the Time to Listen, Learn and Act: An Example of Complex International Dialogue (Peter Osborne and Robbie Huston)  7. Setting Up an Effective Press Office for a Professional Body (Gerald Chan)  8. Managing the Evolution of an Agency to Meet the Needs of a Digital Media Environment (Rob Brown)  9. John Smith's 'The People's Franchise': John Smith's People's Race and John Smith's People's Darts (Tom Earl)  10. Remembering the Few (Geoff Simpson)  11. When PR Meets Marketing: On the Intra-organizational Challenges in the Implementation of Integrated Communication (Simon Torp)  12. Public Relations Model of a Socially Responsible Company: Case Study of Coca-Cola Beverages Hrvatska (Madja Tafra-Vlahović)  13. The Bolton Brand: Place Branding as an Alternative Approach to Local Authority Corporate Identity (Ronnie Semley & Melanie Powell)  14. Chimney Pot Park: When a Sales Launch Event Became the News! (Lisa Ashurst)

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Danny Moss is Professor of Corporate and Public Affairs at the University of Chester, UK.

Melanie Powell is a Senior Lecturer of Public Relations at Manchester Metropolitan University, UK, and programme leader for the university’s CIPR Diploma.

Barbara DeSanto is Professor and Director of the Communication Program at Maryville University, St. Louis, USA.


"Fourteen chapters, presented by Moss (corporate and public affairs, U. of Chester, UK) and Powell (public relations, Manchester Metropolitan U., UK) in this second edition, offer case studies illustrating a variety of public relations practices and issues from a diverse set of countries such as the UK, India, Korea, Denmark, Croatia, and the US. The cases explore the development of public relations and communications strategies in general, and such specific topics as the use of social media and blogging as a communications medium, the growth of corporate social responsibility programs, local authority identity change, high profile international charitable fundraising, sports sponsorship, and property sector public relations." --  ©Feb 2011 Book News Inc.