Public relations practices : managerial case studies and problems / 4th ed.

Preface p. x
Chapter 1 The Purposes of Public Relations p. 1
Chapter 2 How Public Relations Deals with Problems and Opportunities p. 9
Chapter 3 Employee Relations p. 22
Case 3-1 Investing in Employees Pays Off p. 31
Case 3-2 Southwest Airlines-Where Fun, LUV, and Profits Go Hand-in-Hand p. 34
Case 3-3 Creating a Collaborative, Employee-Driven Vision for the Future: Atlantic Southeast Airlines p. 38
Case 3-4 Kodak Communicates One-on-One with All of Its Employees p. 43
Problem 3-A What Price "Good" Employee Relations? p. 46
Problem 3-B Keeping Merger Havoc at Bay p. 48
Chapter 4 Community Relations p. 49
Case 4-1 A Classic: Chemical Industry Takes Responsibility for Community Concerns p. 56
Case 4-2 Community Relationships Maintained During Hospital Closing p. 64
Case 4-3 The Struggle for Nuclear Power p. 68
Case 4-4 Nuclear Waste Goes Down the Drain p. 78
Case 4-5 Grassroots Efforts Save a Historic Piece of Land p. 87
Case 4-6 One Company's Battle Resurrected in a Hollywood Movie: What Is the Best Defense? p. 91
Problem 4-A Helping Isn't Always Easy p. 93
Problem 4-B Adjusting to a Change in Command p. 94
Problem 4-C Bringing the Community to Consensus p. 95
Chapter 5 Investor Relations p. 96
Case 5-1 A Classic: On Wall Street, Inside Information Is Profitable p. 103
Case 5-2 Bankruptcy: Communicating for Future Success p. 111
Case 5-3 A City Divided: SDG&E Takeover p. 115
Case 5-4 A Classic: Established Relationships Save a Landmark Company p. 120
Problem 5-A Can an Annual Report Please Everyone? p. 128
Problem 5-B Here Comes That Man Nader, Again p. 129
Problem 5-C Planning the Annual Meeting with a Twist p. 130
Chapter 6 Consumer Relations p. 131
Case 6-1 Firestone: A Recall Revisited p. 138
Case 6-2 Texas Cattlemen Versus Oprah Winfrey p. 144
Case 6-3 A Classic: Tylenol Rides It Out and Gains a Legacy p. 147
Case 6-4 Intel Pays High Price for Losing Focus p. 154
Problem 6-A Wine Bar Needs Positioning p. 157
Problem 6-B Good Intentions, Bad Results p. 157
Problem 6-C Turning Customer Complaints to Customer Delight p. 159
Chapter 7 Media Relations p. 160
Case 7-1 There's a Syringe in My Pepsi Can! p. 170
Case 7-2 Alar and PR: Getting to the Core of the Apple Problem p. 176
Case 7-3 GM Versus NBC: A Corporate Crisis of Explosive Proportions p. 186
Case 7-4 A Classic: Building Media Relationships That Pay p. 193
Case 7-5 Universal Studios Florida: Riding "Rat Lady" to Halloween Success p. 200
Problem 7-A Employer Interests and Media Interests in Conflict p. 203
Problem 7-B Dealing with the Media in a Sticky Situation p. 205
Chapter 8 Public Issue Campaigns and Debates p. 207
Case 8-1 Rights and Choices-For Whom? p. 216
Case 8-2 Take Your Choice-Tobacco or Health p. 222
Case 8-3 Guns-For Whom? For What? p. 233
Case 8-4 United Way and the Boy Scouts of America: A Question of Funding p. 244
Case 8-5 A Classic: Free the Texas Shopper! p. 250
Case 8-6 Mothers Against Drunk Driving-MADD p. 254
Problem 8-A Smokeout Can Be a Hot Potato p. 261
Problem 8-B Refereeing a New Kind of Game p. 262
Problem 8-C Anticipating Emerging Issues p. 264
Chapter 9 Crisis Management p. 265
Case 9-1 Hurricane Katrina: A Disaster from Beginning to End p. 271
Case 9-2 A Classic: Bhopal-A Nightmare for Union Carbide p. 279
Case 9-3 A Classic: When Positive Actions Don't Result in Positive Perceptions p. 285
Case 9-4 Holden Heights Hostage Crisis p. 290
Case 9-5 Trouble in the Pews: The Catholic Church and Child Molestation p. 294
Case 9-6 The West Virginia Mine Disaster: An Emotional Roller Coaster and Public Relations Train Wreck p. 301
Problem 9-A When Associates Disagree in Handling an Emergency p. 304
Problem 9-B What to Do When an Employee's Problems Affect the Company p. 305
Chapter 10 Standards, Ethics, and Values p. 306
Case 10-1 Corporate Ethics-Armstrong Williams p. 317
Case 10-2 A Classic: Baby Formula Raises Questions p. 320
Case 10-3 Corporate Social Responsibility and Ethics: Nike's Labor Practices Under Scrutiny p. 332
Case 10-4 Dow Corning and Breast Implants: Dealing with the Perception of Deception p. 340
Problem 10-A Whether to Blow the Whistle p. 347
Problem 10-B Write the Truth or "Make Us Look Good"? p. 348
Index p. 349