Adventures in Public Relations

Adventures in Public Relations conveys the excitement and challenge of public relations by presenting students with a real-world portrait of the profession. Students will learn from the successes and failures of the public relations campaigns examined in the text. The book's focus on critical thinking helps students develop the problem-solving skills essential to success in public relations. As with the authors' successful introductory text, Public Relations: A Values-Driven Approach, this text also encourages readers to identify, refine, and test their own values systems.

Features

• Presents thirty-six case studies in twelve different areas of public relations, engaging students with current, real-world examples of public relations practices.
• Includes case studies of both successful and unsuccessful practices, providing a more accurate real-world perspective than texts that include only award-winning examples.
• Covers the Internet and cyber-relations in a full chapter with three case studies, as well as in several other case studies throughout the text, giving students a better understanding of the complex issues surrounding the use of the Internet.
• Dedicates a full chapter to business-to-business public relations, one of the fastest-growing areas in public relations, providing students with a competitive advantage in an area that many texts do not cover.
• Introduces RECAP, a critical-thinking approach to case study analysis, and includes ACT (Advanced Critical Thinking) Files in every chapter, allowing students to master the critical thinking skills they need for the classroom and their careers.

About the Authors
Associate Professor David W. Guth is an expert in crisis communications. A Peabody-award winning journalist and government public relations practitioner, Guth has co-authored three other books, Public Relations: A Values-Driven Approach (Allyn & Bacon, 2003), Strategic Writing: Multimedia Writing for Public Relations, Advertising, Sales and Marketing, and Business Commuication (Allyn & Bacon, 2005) and Media Guide for Attorneys (Kansas Bar Association, 1995).
Associate Professor Charles Marsh is the award-winning author of A Quick and Not Dirty Guide to Business Writing (Prentice Hall, 1997). He co-authored, with David Guth, Public Relations: A Values-Driven Approach (Allyn & Bacon, 2003). He is also the author, along with David Guth and Bonnie Poovey Short, of Strategic Writing: Multimedia Writing for Public Relations, Advertising, Sales and Marketing, and Business Commuication (Allyn & Bacon, 2005). His corporate communications experience includes senior management positions at American Airlines and JCPenney.

List of contents

Preface.
I. FOUNDATIONS.
1. The World of Public Relations.

ACT File #1 Platonic Dialectic.
2. Analyzing Case Studies.

ACT File #2 The Planning Grid.
II. INTERNAL COMMUNICATION.
3. Employee Relations.

3.1 Apparent Success: Wachovia Pleases Moms and Dads with Award Winning Employee Relations.

3.2 Gold Medal and Golden Arches: McDonald's Showcases Its Employees at the 2002 Winter Olympics.

3.3 Taking a Stand: SBC Unleashes the Power of Its Employees.

ACT File #3 The Communication Audit.
4. Member Relations.

4.1 Water Hazard: A Coalition of Environmental Groups Takes on an Economic Superpower-and Wins.

4.2 AARP's SOCO: To Placate Unhappy Members, AARP Develops a Strategic Overriding Communications Objective.

4.3 Libraries, Underpants, and the First Amendment: The American Library Association Rallies Its Members to Fight Book Bannings.

ACT File #4 Measuring Relationships.
5. Investor Relations.

5.1 Short Story: Thwarting Short-Sellers Becomes a Tall Order for 4Kids Entertainment and KCSA.

5.2 Enron De-Energizes: Faulty Investor Relations Contributes to a $60 Billion Failure.

5.3 The No-Hype IPO: Buffalo Wild Wings Shuns Stock Market Flights of Fancy.

ACT File #5 Issues Management.
III. EXTERNAL COMMUNICATION.
6. Media Relations.

6.1 Talking Trash: Oklahoma's Anti-Litter Campaign Helps 'Keep Our Land Grand.'

6.2 Pink Ribbons and Blue Jeans: Lee National Denim Day Raises Millions for Breast Cancer Research.

6.3 Masters of Disaster: The Augusta National Golf Club Becomes the Focus of Women's Rights Protests.

ACT File #6 Advertising Value Equivalency.
7. Community Relations.

7.1 Letting Go: Strategic Partnerships Help Celebrate Colorado's Year of Trails.

7.2 Teacher on the Trail: Wells Fargo Integrates Its Values with Alaska's Heritage.

7.3 Fear the Turtle: The University of Maryland Rallies to Save the Diamondback Terrapin.

ACT File #7 Coorientation.
8. Consumer Relations.

8.1 Purple Passion: Jack Horner Communications Catches Up with a Leading Ketchup.

8.2 Harry Potter and the Magical Marketing Campaign: Harry Potter and the Order of the Phoenix Makes Publishing History.

8.3 No Ordinary Joe: Grocery Store Chain Trader Joe's Prefers Customer Relations to Advertising.

ACT File #8 The Strategic Message Planner.
9. Business-to-Business Relations.

9.1 Through the Mummy's Eyes: Silicon Graphics Inc. and Portfolio Communications Return to the Past for a Futuristic Campaign.

9.2 Bad Scents and Good Sense: An American City Turns Its Offensive 'Tacoma Aroma' into the Sweet Smell of Success.

9.3 Shootout in the E-Frontier: St. Paul Wants the Business World to Fight Back Against Hackers, Viruses, and Bugs.

ACT File #9 SWOT Analysis.
10. Cross-Cultural and International Relations.

10.1 Gross (Multi)National Product: The United Kingdom's Science Museum Hoped that a Controversial U.S. Exhibition Would Make a Big Stink.

10.2 Power to the People: To Communicate with Californians, a Public Relations Agency Learns to Speak in Five Languages.

10.3 Civil Disobedience in Nigeria: An Unusual Campaign Tactic Improves Relationships in a Developing Nation.

ACT File #10 Hofstede's Cultural Dimensions.
IV. THE SOCIAL ENVIRONMENT.
11. Ethics and Social Responsibility.

11.1 Death Wish: Last Acts Seeks to Change a Bitter End to a Better End.

11.2 ILoo Meets Its Waterloo: Microsoft's 'Miscommunication' Inadvertently Misleads Journalists.

11.3 Interns and Ethics: Young Public Relations Professionals Help Navigate a Course Among Competing Values.

ACT File #11 The Potter Box.
12. Political and Public Policy Communication.

12.1 War of Words: The Government Debates the Role of Overseas Information in the War on Terror.

12.2 'Please Help Us': A Family Campaigns to Keep Dale Earnhardt's Autopsy Records Private.

12.3 Giving an ASSIST: The National Cancer Institute Builds Local Coalitions to Reduce Smoking.

ACT File #12 Force Field Analysis.
13. Crisis Communications.

13.1 Lessons Learned? NASA Responds to the Columbia Disaster.

13.2 A Season of Crises: American Airlines Scrambles to Survive Following 9/11.

13.3 The Road to Recovery: Toronto Revives Tourism Following a Deadly SARS Outbreak.

ACT File #13 Crisis Risk Assessment.
14. Cyber-Relations.

14.1 Suing the Customer: The Music Industry Battles Online Piracy.

14.2 One Cow from Disaster: The Dairy Industry Uses the Web to Prevent Panic.

14.3 The Great Firewall of China: Beijing Moves to Control Internet Content.

ACT File #14 Creative Thinking.
Appendices.

Appendix A: Public Relations Society of America Member Code of Ethics.

Appendix B: Glossary.

Summary

Adventures in Public Relations engages students in the practice of public relations with exciting and timely representative cases combined with a strong focus on critical thinking and problem solving.
Adventures in Public Relations conveys the excitement and challenge of public relations by presenting students with a real-world portrait of the profession. Students will learn from the successes and failures of the public relations campaigns examined in the text. The book's focus on critical thinking helps students develop the problem-solving skills essential to success in public relations. As with the authors' successful introductory text, Public Relations: A Values-Driven Approach, this text also encourages readers to identify, refine, and test their own values systems.

Product details

• Authors: David W. Guth, Charles Marsh
• Publisher: Pearson Academic
• Languages: English
• Product format: Paperback / Softback
• Released: 01.01.2004
• EAN: 9780205405701
• ISBN: 978-0-205-40570-1
• No. of pages: 384
• Weight: 540 g
• Series: Allyn & Bacon; Allyn & Bacon
• Subject: Social sciences, law, business > Business > Advertising, marketing