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Public Relations Cases by Jerry A. Hendrix, Darrell C. Hayes

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Publisher: Cengage Learning
Pub. Date: May 2006
ISBN-13: 9780495050285
Sales Rank: 299,651
464pp
Edition Description: 7TH
Edition Number: 7

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Synopsis

A textbook that could also be used as a tutorial for self-study. Hendrix (communications, American U., Washington, DC) introduces the guiding principles of public relations and illustrates them with 29 case studies from the real world. The sections cover solving public relations problems, reaching major audiences, emergency public relations, and integrated marketing communications, which is new to the fifth edition. Most of the cases are corporate or industrial, but they include reading and compost programs; 80% are new. No dates are noted for earlier editions. Annotation c. Book News, Inc., Portland, OR

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Biography

Jerry A. Hendrix, Ph.D., is Professor Emeritus at American University, Washington, DC, where he taught for 37 years. He is an accredited member of the Public Relations Society of America.

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Table of Contents

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

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