Public Relations Cases

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Intended for the public relations case studies course; may also be used in advanced public relations and public relations management courses offered at the junior/senior level and often serves as a capstone of the public relations sequence. This course is generally required for PR majors and minors. This course can be found in departments of journalism, mass communication, and marketing and is offered primarily at four-year colleges and universities. Key Feature The text presents cases by following the ROPE Process of Public Relations as devised by author Jerry Hendrix: Research of initial topics, establishment of Objectives, Programming, and Evaluation of the campaign’s success. Hendrix and Hayes show students how to analyze the strengths and weaknesses of successful cases, and then create ways to make them even better. Praised for its thorough inception-to-evaluation coverage, the text systematically presents the entire execution of each case, from initial research efforts to finished results or evaluation. Chapter 1, “Public Relations in Action,” offers in-depth coverage of the ethics involved with practicing PR, as well as a section on new technologies. The “Questions for Class Discussion and Case Analysis” appendix provides items to motivate class interaction. Presented as a touchstone for integrity in the practice of public relations, the latest Public Relations Society of America Code of Ethics is featured in an appendix. Available to qualified adopters, the revised “Video for Public Relation Cases” includes great examples of public relations in action. New to this Edition In order to give students the most current examples of award-winning communication campaigns, all but one of the thirty cases are new to this edition. Most of the cases were winners of the Public Relations Society of America’s prestigious Silver Anvil Award contest, and therefore constitute some of the ?nest examples of public relations practices available. Chapter 1 also includes a section on new technology and the importance of ethics in public relations. The Instructor’s Manual for the eighth edition has been expanded with additional material from many of the cases and updated scenarios for class exercises and discussions. Table of Contents Part I: SOLVING PUBLIC RELATIONS PROBLEMS. 1. Public Relations in Action. 2. A Public Relations Process. Part II: REACHING MAJOR AUDIENCES. 3. Media Relations. 4. Internal Communications. 5. Community Relations. 6. Public Affairs and Government Relations. 7. Investor and Financial Relations. 8. Consumer Relations. 9. International Public Relations. 10. Relations with Special Publics. Part III: EMERGENCY PUBLIC RELATIONS. 11. Emergency Public Relations. Part IV: BEYOND PUBLIC RELATIONS. 12. Integrated Marketing Communications. Appendix I: Questions for Class Discussion and Case Analysis. Appendix II: PRSA Member Code of Ethics 2000. Index.