Public relations cases / Darrell C. Hayes, Jerry A. Hendrix, Pallavi D. Kumar.

Cengage Learning developed and published this special edition for students outside the US and Canada. Content may significantly differ from the North American college edition.

Includes index.

Machine generated contents note: part I Solving Public Relations Problems -- 1. Public Relations in Action -- Process -- Cases -- New Technology -- Ethics -- The Overall Plan of This Book -- Endnote -- General Public Relations Readings -- 2. A Public Relations Process -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Research Methods -- Objectives -- Output Objectives -- Impact Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Evaluating Informational Objectives -- Evaluating Attitudinal Objectives -- Evaluating Behavioral Objectives -- Evaluating Output Objectives -- Summary -- Endnotes -- Headings on the Public Relations Process -- Research -- Objectives -- Programming -- Evaluation -- pt. II Reaching Major Audiences -- 3. Media Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled Media -- Controlled Media -- Effective Communication -- Evaluation -- Evaluating Impact Objectives -- Evaluating Output Objectives -- Summary -- Endnotes -- Readings on Media Relations -- Media Directories -- Media Services -- Media Relations Cases -- Case 3-1 EARTH HOUR 2008 -- A Global Statement on Climate Change -- Case 3-2 "Save-A-Landmark" Refurbishment at the National Civil Rights Museum -- Case 3-3 NORAD Tracks Santa -- 4. Social Media -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled Media -- Photograph and Video Opportunities -- Controlled Media -- Effective Communication -- Evaluation -- Evaluating Impact Objectives -- Valuating Output Objectives -- Summary -- Endnotes -- Readings on Social Media -- Social Media Cases -- Case 4-1 Doritos Crashes the Super Bowl: How a Leading Snack Brand Put the Power to its People and Changed Madison Avenue Forever -- Case 4-2 Refreshing Change: Pepsi Refresh Project Brings Good Ideas to Life -- Case 4-3 The Miller High Life One-Second Ad -- Case 4-4 Volkswagen GTI Becomes the World's First Car Launched Exclusively on a Mobile Device -- 5. Internal Communications -- Employee Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on Employee Relations -- Employee Relations Cases -- Case 5-1 Allstate Insurance Company Southeast Region Employee Engagement Strategy -- Case 5-2 Best Adoption-Friendly Workplace and Foster Care Adoption Outreach -- Case 5-3 Rise to the Challenge: Overcoming the Great Recession of 2009 -- 6. Community Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on Community Relations -- Communication Relations Cases -- Case 6-1 Puget Sound Energy's Rock the Bulb Tour -- Case 6-2 The New UTC: Building Community Support for a Billion Shopping Expansion and Revitalization -- Case 6-3 Spike & Biscuit Rebrand for the Charleston Animal Society -- 7. Public Affairs and Government Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Evaluating Impact Objectives -- Evaluating Output Objectives -- Summary -- Readings on Public Affairs -- Public Affairs and Government Relations Cases -- Case 7-1 Stop Oil Speculation Now -- Case 7-2 Two Hospitals for Williamsburg: Building Support for State Approval of a New Hospital -- 8. Investor and Financial Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on Investor and Financial Relations -- Investor Relations Cases -- Case 8-1 Aflac Gives Shareholders A "Say on Pay" -- Case 8-2 No Brakes for Monro Muffler! -- Case 8-3 The Debt Diva Campaign -- 9. Consumer Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on Consumer Relations -- Consumer Relations Cases -- Case 9-1 Haagen-Dazs loves Honey Bees: Let's Lick This Problem -- Case 9-2 Hallmark Sound Card Product Launch: Sweet Music! -- 10. International Public Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on International Public Relations -- International Public Relations Cases -- Case 10-1 Unilever Turkey's "Garbagelady (Copmadam)" Program -- Case 10-2 A Woman's Stand: The Largest Human Pink Ribbon Campaign -- Case 10-3 McDonald's Global 2008 Beijing Olympic Games Sponsorship "Bringing People Together Like Never Before" -- 11. Relations with Special Publics -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on Special Publics -- Special Publics Cases -- Case 11-1 Air New Zealand Pink Flight -- Case 11-2 Changing The Meaning of "Organ Donor" Among Motorcyclists -- Case 11-3 United Way of Greater Milwaukee if Truth Be Told Initiative: Addressing Teen Pregnancy, Public Health, and the Cycle of Poverty -- pt. III Emergency Public Relations -- 12. Crisis Communication -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Programming -- The Public Relations Headquarters -- The Media Information Center -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Endnote -- Readings on Emergency Public Relations -- Crisis Communication Cases -- Case 12-1 Deepwater Horizon: Offshore Drilling Oil Spill Creates Anxiety Among Key Energy Stakeholders and a Gusher of Conflicting Emergency Public Relations -- Case 12-2 Crystallizing a Response to a Crisis -- Case 12-3 Trouble Brewing -- Case 12-4 PENCILS DOWN: Making East Coast Writers Voices Heard During the 100-Day Writers Guild Strike -- part IV Integrated Marketing Communications -- 13. Integrated Marketing Communications -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Effective Communication -- Evaluation -- Summary -- Endnotes -- Readings on Integrated Marketing Communications -- Integrated Marketing Communications Cases -- Case 13-1 The Nashville Symphony Loves Nashville, Starring Our New Maestro -- Case 13-2 National Peanut Board Responds to Recall of More Than 3,000 Products -- Case 13-3 Creating A World with More Birthdays.