ABSTRACT
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.
TABLE OF CONTENTS
section 1|3 pages
What Would You Do?
section 2|10 pages
Chocolate Milk Study’s News Release Brings Unwanted Attention
section 3|10 pages
Disclosure Is Always in Style
section 4|4 pages
Product Packaging for e-Liquids
section 5|23 pages
Food for Thought
section 6|16 pages
Apple iProblem
section 7|12 pages
Developing Wines With a Conscience
section 8|9 pages
#ChevyGuy Knows His #TechnologyAndStuff
section 9|13 pages
When Every Drop Counts
section 10|14 pages
Face Value
section 11|10 pages
Domino’s Pizza
section 12|10 pages
The Largest State-Owned Utility Publicizes Going Digital
section 13|15 pages
Flying the Unfriendly Skies
section 14|23 pages
“Lean Finely Textured Beef” or “Pink Slime”?
section 15|18 pages
The Politics of Pink
section 16|26 pages
Deepwater Horizon Blowout
section 17|16 pages
Part 1
section 18|18 pages
Part 2
section 19|16 pages
“Beyond Disgusting”
section 20|8 pages
Guitar Hero Strikes a Chord
section 21|10 pages
Break the Silence. Make the Call
section 22|20 pages
Starbucks
section 23|8 pages
Keep Calm and Carry On, With or Without Chicken
section 24|17 pages
Making the Potato Top of Mind
section 25|20 pages
Concussions
section 26|21 pages
Penn State Fumbles
section 27|12 pages
The Five Seasons of Salem
section 28|15 pages
Sony PlayStation
section 29|9 pages
Take ’Em Down NOLA! Civic Activism and Political Leadership Confront the Lost Cause
section 30|16 pages
I’m Watching You …
section 31|10 pages
“It’s the Real Thing”
section 32|11 pages
Finding Authentic Moments; Avoiding #EpicFails
section 33|9 pages
Containing the Deadly Marburg Virus
section 34|7 pages
Shark Fin Soup
section 35|17 pages
Initial Public Offering—It’s a Snap!
section 36|17 pages
Part 1: Wells Fargo
section 37|15 pages
Part 2: Wells Fargo
section 38|4 pages
Paychex, Inc., Sees Big Payoff in First Investor Relations Day