Descripciones mejoradas de Syndetics:

New edition of a text for aspiring public relations practitioners. Contain case studies grouped in sections on employee, community, investor, consumer, and media relations, as well as public issues and private interests, crisis management, and standards and ethics. Each case study includes discussion questions. Annotation copyright by Book News, Inc., Portland, OR

Tabla de contenidos provista por Syndetics

• Preface(p. x)
• Chapter 1 The Purposes of Public Relations(p. 1)
• Chapter 2 How Public Relations Deals with Problems and Opportunities(p. 9)
• Chapter 3 Employee Relations(p. 22)
• Case 3-1 Investing in Employees Pays Off(p. 31)
• Case 3-2 Southwest Airlines-Where Fun, LUV, and Profits Go Hand-in-Hand(p. 34)
• Case 3-3 Creating a Collaborative, Employee-Driven Vision for the Future: Atlantic Southeast Airlines(p. 38)
• Case 3-4 Kodak Communicates One-on-One with All of Its Employees(p. 43)
• Problem 3-A What Price "Good" Employee Relations?(p. 46)
• Problem 3-B Keeping Merger Havoc at Bay(p. 48)
• Chapter 4 Community Relations(p. 49)
• Case 4-1 A Classic: Chemical Industry Takes Responsibility for Community Concerns(p. 56)
• Case 4-2 Community Relationships Maintained During Hospital Closing(p. 64)
• Case 4-3 The Struggle for Nuclear Power(p. 68)
• Case 4-4 Nuclear Waste Goes Down the Drain(p. 78)
• Case 4-5 Grassroots Efforts Save a Historic Piece of Land(p. 87)
• Case 4-6 One Company's Battle Resurrected in a Hollywood Movie: What Is the Best Defense?(p. 91)
• Problem 4-A Helping Isn't Always Easy(p. 93)
• Problem 4-B Adjusting to a Change in Command(p. 94)
• Problem 4-C Bringing the Community to Consensus(p. 95)
• Chapter 5 Investor Relations(p. 96)
• Case 5-1 A Classic: On Wall Street, Inside Information Is Profitable(p. 103)
• Case 5-2 Bankruptcy: Communicating for Future Success(p. 111)
• Case 5-3 A City Divided: SDG&E Takeover(p. 115)
• Case 5-4 A Classic: Established Relationships Save a Landmark Company(p. 120)
• Problem 5-A Can an Annual Report Please Everyone?(p. 128)
• Problem 5-B Here Comes That Man Nader, Again(p. 129)
• Problem 5-C Planning the Annual Meeting with a Twist(p. 130)
• Chapter 6 Consumer Relations(p. 131)
• Case 6-1 Firestone: A Recall Revisited(p. 138)
• Case 6-2 Texas Cattlemen Versus Oprah Winfrey(p. 144)
• Case 6-3 A Classic: Tylenol Rides It Out and Gains a Legacy(p. 147)
• Case 6-4 Intel Pays High Price for Losing Focus(p. 154)
• Problem 6-A Wine Bar Needs Positioning(p. 157)
• Problem 6-B Good Intentions, Bad Results(p. 157)
• Problem 6-C Turning Customer Complaints to Customer Delight(p. 159)
• Chapter 7 Media Relations(p. 160)
• Case 7-1 There's a Syringe in My Pepsi Can!(p. 170)
• Case 7-2 Alar and PR: Getting to the Core of the Apple Problem(p. 176)
• Case 7-3 GM Versus NBC: A Corporate Crisis of Explosive Proportions(p. 186)
• Case 7-4 A Classic: Building Media Relationships That Pay(p. 193)
• Case 7-5 Universal Studios Florida: Riding "Rat Lady" to Halloween Success(p. 200)
• Problem 7-A Employer Interests and Media Interests in Conflict(p. 203)
• Problem 7-B Dealing with the Media in a Sticky Situation(p. 205)
• Chapter 8 Public Issue Campaigns and Debates(p. 207)
• Case 8-1 Rights and Choices-For Whom?(p. 216)
• Case 8-2 Take Your Choice-Tobacco or Health(p. 222)
• Case 8-3 Guns-For Whom? For What?(p. 233)
• Case 8-4 United Way and the Boy Scouts of America: A Question of Funding(p. 244)
• Case 8-5 A Classic: Free the Texas Shopper!(p. 250)
• Case 8-6 Mothers Against Drunk Driving-MADD(p. 254)
• Problem 8-A Smokeout Can Be a Hot Potato(p. 261)
• Problem 8-B Refereeing a New Kind of Game(p. 262)
• Problem 8-C Anticipating Emerging Issues(p. 264)
• Chapter 9 Crisis Management(p. 265)
• Case 9-1 Hurricane Katrina: A Disaster from Beginning to End(p. 271)
• Case 9-2 A Classic: Bhopal-A Nightmare for Union Carbide(p. 279)
• Case 9-3 A Classic: When Positive Actions Don't Result in Positive Perceptions(p. 285)
• Case 9-4 Holden Heights Hostage Crisis(p. 290)
• Case 9-5 Trouble in the Pews: The Catholic Church and Child Molestation(p. 294)
• Case 9-6 The West Virginia Mine Disaster: An Emotional Roller Coaster and Public Relations Train Wreck(p. 301)
• Problem 9-A When Associates Disagree in Handling an Emergency(p. 304)
• Problem 9-B What to Do When an Employee's Problems Affect the Company(p. 305)
• Chapter 10 Standards, Ethics, and Values(p. 306)
• Case 10-1 Corporate Ethics-Armstrong Williams(p. 317)
• Case 10-2 A Classic: Baby Formula Raises Questions(p. 320)
• Case 10-3 Corporate Social Responsibility and Ethics: Nike's Labor Practices Under Scrutiny(p. 332)
• Case 10-4 Dow Corning and Breast Implants: Dealing with the Perception of Deception(p. 340)
• Problem 10-A Whether to Blow the Whistle(p. 347)
• Problem 10-B Write the Truth or "Make Us Look Good"?(p. 348)
• Index(p. 349)