Descripciones mejoradas de Syndetics:

The Fifth Edition continues to study examples of public relations by following the author's philosophy that great PR comes from interactive participation among sources and receivers of information. The text walks students through the evaluation of excellent case studies and helps students to understand why select public relations cases had the effect they did.

Tabla de contenidos provista por Syndetics

• Preface(p. vi)
• Part I Solving Public Relations Problems(p. 1)
• Chapter 1 Public Relations in Action(p. 3)
• Process(p. 5)
• Cases(p. 6)
• Ethics(p. 6)
• The Overall Plan of This Book(p. 8)
• Activity 1.1 Keys to Success(p. 9)
• General Public Relations Readings(p. 9)
• Chapter 2 A Public Relations Process(p. 11)
• Research(p. 12)
• Objectives(p. 23)
• Programming(p. 29)
• Evaluation(p. 41)
• Summary(p. 43)
• Activity 2.1 Teach Your Methods Well(p. 44)
• Notes(p. 45)
• Readings on the Public Relations Process(p. 45)
• Part II Reaching Major Audiences(p. 49)
• Chapter 3 Media Relations(p. 51)
• Research(p. 52)
• Objectives(p. 55)
• Programming(p. 56)
• Evaluation(p. 61)
• Summary(p. 62)
• Activity 3.1 Media Relations on the Cheap(p. 63)
• Readings on Media Relations(p. 63)
• Media Relations Cases(p. 66)
• Case 3-1 Titanic Video Launch(p. 67)
• Case 3-2 Sea-ing Double: How Princess Cruises Made Identical Ships Newsworth(p. 76)
• Case 3-3 Maytag Neptune High-Efficiency Washer Introduction(p. 83)
• Case 3-4 Legendary Football Coaches Commemorative Stamps(p. 98)
• Chapter 4 Internal Communications(p. 107)
• Employee Relations(p. 108)
• Research(p. 108)
• Objectives(p. 109)
• Programming(p. 110)
• Evaluation(p. 112)
• Summary(p. 112)
• Activity 4.1 Face to Face(p. 113)
• Employee Relations Cases(p. 114)
• Case 4-1 "Just 2 It"(p. 115)
• Case 4-2 Healthy Heart and Soul(p. 124)
• Member Relations(p. 131)
• Research(p. 131)
• Objectives(p. 132)
• Programming(p. 133)
• Evaluation(p. 133)
• Summary(p. 134)
• Readings on Internal Communications(p. 134)
• Member Relations Cases(p. 137)
• Case 4-3 The Air Force Association-- Member Relations(p. 138)
• Case 4-4 World Vinyl Forum(p. 148)
• Chapter 5 Community Relations(p. 157)
• Research(p. 158)
• Objectives(p. 159)
• Programming(p. 160)
• Evaluation(p. 162)
• Summary(p. 162)
• Activity 5.1 Riding the Rails(p. 163)
• Readings on Community Relations(p. 163)
• Community Relations Cases(p. 165)
• Case 5-1 Come Home: The Return to Central Library(p. 166)
• Case 5-2 Colorado Springs Airport Opening(p. 177)
• Case 5-3 The Collectors(p. 186)
• Chapter 6 Public Affairs and Government Relations(p. 193)
• Research(p. 194)
• Objectives(p. 196)
• Programming(p. 197)
• Evaluation(p. 204)
• Summary(p. 205)
• Activity 6.1 Public Affairs in the Digital Age(p. 206)
• Readings on Public Affairs(p. 206)
• Public Affairs Cases(p. 208)
• Case 6-1 Revision 12: The Campaign to Close the Gun Show Loophole in Florida(p. 209)
• Case 6-2 Ryobi 4-Cycle: The Future Is Clear(p. 218)
• Case 6-3 Balancing School Meals with Grains(p. 227)
• Chapter 7 Investor and Financial Relations(p. 237)
• Research(p. 238)
• Objectives(p. 239)
• Programming(p. 239)
• Evaluation(p. 241)
• Summary(p. 241)
• Activity 7.1 Publicly Relating to Investors(p. 242)
• Readings on Investor and Financial Relations(p. 242)
• Investor Relations Cases(p. 245)
• Case 7-1 Creating Confidence in a Corporate Turnaround(p. 246)
• Case 7-2 Repositioning the Scotts Company(p. 263)
• Chapter 8 Consumer Relations(p. 274)
• Research(p. 275)
• Objectives(p. 276)
• Programming(p. 277)
• Evaluation(p. 278)
• Summary(p. 279)
• Activity 8.1 Keeping the Consumers Happy(p. 279)
• Readings on Consumer Relations(p. 279)
• Consumer Relations Cases(p. 282)
• Case 8-1 Benecol Pre-launch: Laying the Foundation for Phenomenon(p. 283)
• Case 8-2 Maxwell House Build a Home America(p. 295)
• Case 8-3 Making Science Make Sense(p. 306)
• Case 8-4 Wamoola Madness: America Meets the New $20 Bill(p. 319)
• Chapter 9 International Public Relations(p. 326)
• Research(p. 327)
• Objectives(p. 328)
• Programming(p. 329)
• Evaluation(p. 332)
• Summary(p. 332)
• Activity 9.1 Bon Voyage!(p. 332)
• Readings on International Public Relations(p. 332)
• International Public Relations Cases(p. 337)
• Case 9-1 Lucent Branding Success in Latin America--An Integrated Approach(p. 338)
• Case 9-2 Restoring Confidence in Korea during the Asian Financial Crisis(p. 349)
• Chapter 10 Relations with Special Publics(p. 360)
• Research(p. 362)
• Objectives(p. 363)
• Programming(p. 364)
• Evaluation(p. 365)
• Summary(p. 365)
• Activity 10.1 Segmenting Special Publics--Pros and Cons(p. 366)
• Readings on Special Publics(p. 366)
• Special Publics Cases(p. 370)
• Case 10-1 Visa "Read Me a Story"--Addressing America's Reading Crisis(p. 371)
• Case 10-2 Your Thyroid: Gland Central--Putting Thyroid Disease on the Fast Track(p. 385)
• Case 10-3 Hispanic Cheese Education Campaign(p. 395)
• Part III Emergency Public Relations(p. 403)
• Chapter 11 Emergency Public Relations(p. 405)
• Research(p. 406)
• Objectives(p. 406)
• Programming(p. 407)
• Evaluation(p. 411)
• Summary(p. 411)
• Activity 11.1 Oh My Goodness!(p. 412)
• Activity 11.2 Puttin' the Pieces Back Together!(p. 412)
• Readings on Emergency Public Relations(p. 412)
• Emergency Public Relations Cases(p. 415)
• Case 11-1 The Houston Chemical Complex(p. 416)
• Case 11-2 Pepsi's Crisis Response: The Syringe Scare(p. 432)
• Part IV Beyond Public Relations: Integrated Marketing Communications(p. 443)
• Chapter 12 Integrated Marketing Communications(p. 445)
• Research(p. 446)
• Objectives(p. 448)
• Programming(p. 448)
• Evaluation(p. 449)
• Summary(p. 449)
• Notes(p. 449)
• Activity 12.1 IMC in the Real World(p. 450)
• Readings on Integrated Marketing Communications(p. 450)
• Integrated Marketing Communications Cases(p. 452)
• Case 12-1 Best Drive in the Game(p. 453)
• Case 12-2 Montgomery County's Composting Program(p. 464)
• Appendix I Questions for Class Discussion and Case Analysis(p. 473)
• Appendix II PRSA Code of Professional Standards for the Practice of Public Relations(p. 476)
• Index(p. 486)

Notas de autor provistas por Syndetics

Jerry A. Hendrix (Ph.D., Loursiana State University) teaches at the School of Communication, American University in Washington, D.C. He is an accredited member of the Public Relations Society of America.