Public Relations Case Studies from Around the World (2nd Edition)

ISBN-13: 9781433134548 / Angielski / Miękka / 2017 / 386 str.

Opis

The case studies in this book, many of which have won national or international awards, represent an impressive scope of public relations practice - from public diplomacy to corporate social responsibility to community relations to tourism to fundraising. They include "best practices" of multinational corporations, non-governmental organizations and governmental agencies around the world.

Recenzje

"I feel free to praise it unabashedly. It is not enough to say that this text is a fine accomplishment. It is, in a word, a gem." Larissa Grunig, Ph.D., Professor Emerita, University of Maryland

Spis treści

List of Illustrations and Tables - Introduction from the Editors - Gregor Halff: Foreword: What Case Studies Can Teach us in International Public Relations - Larissa Grunig: Preface - Part One: Case Studies in Global Campaigns - 3 Shannon A .Bowen/Don W .Stacks/Donald K . Wright: Volkswagen Emission Scandal: An Example of Bad Public Relations on a Global Scale and the "Defeat Device" that Defeated a Reputation - Juan-Carlos Molleda/Francisco Solanich: Chile Becomes a World Player of the Wine Industry: The Legend of "Casillero del Diablo" - Part Two: Case Studies in Corporate Social Responsibility - Zifei Fay Chen/Don W. Stacks/Yi Grace Ji/Bo Ra Yook: Cargill's Indonesian Palm Oil Sustainability Program - ValentinaMartino/Alessandro Lovari: Sharing "Made in Italy": Intesa Sanpaolo Bank's Cultural Communication around World Expo 2015 - Part Three: Cases in Public Diplomacy - Koichi Yamamura/Masamichi Shimizu/Nancy Snow: Japan Is Back: The International Public Relations of the Second Abe Administration - Dariya Orlova/Katerina Tsetsura: "Ukraine: Open for U": A Promotional Campaign and Nation Re-branding After the Euromaidan - Part Four: Cases in Measurement and Reputation Research of Public Relations - Katie Delahaye Paine: A Real-time Integrated and Actionable Measurement System - Sandra Macleod/John A . McLaren/Kevin Money: The Impact of Corporate Reputation on Behavior: AkzoNobel and Zurich Insurance - Jim Macnamara/Gail Kenning: "Stoner Sloth": Lessons from Evaluation of Social Media and Virality - Part Five: Cases in Crisis Communications - Swaran Sandhu/Simone Huck-Sandhu: #indeepsorrow: Lufthansa's Agile Crisis Communication Management During and After the Crash of Germanwings Flight 4U9525 - Toluwani C. Oloke/Juan-CarlosMolleda: The African Union Commission's Multinational Ebola Campaign's Localization Strategies - Part Six: Cases Addressing National Opportunities - John Gallagher: It's All in the Name: The Story of the Campaign for Marriage Equality in Ireland - Mariam F. Alkazemi/Fahed Al-Sumait/CristinaNavarro: Communicating Food Safety in the Highly Multicultural Country of Kuwait - Chun-ju Flora Hung-Baesecke/XiaohongChen/Xiaodong Yin - Mead Johnson: Infant Formula to Make a Difference in China - Kiranjit Kaur: The GST Campaign: Convincing Malaysians to Accept a New Taxation System - Paulo Nassar/Terence (Terry) Flynn: Restoring Confidence in a Global Company and Healthcare Brand in Brazil: The Bayer Jovens Youth Education Campaign - Inka Stever/Gaelle Picherit Duthler: Reaching for the Stars: The Launch of the UAE Space Agency - Ingrid Larkin/Robina Xavier: A Taste of Harmony: Awareness and Celebration of Cultural Diversity in Australian Workplaces - Contributors - Index.

O autorze

Judy VanSlyke Turk is a professor emerita in the Richard T. Robertson School of Media and Culture at Virginia Commonwealth University. She received the Pathfinder Award in 2005 from the Institute of Public Relations in recognition of lifetime research and publications, the Educator Mentorship Award from the Plank Center for Public Relations Leadership in 2013, and was named Educator of the Year by the Public Relations Society of America (PRSA) in 1992.

Jean Valin, APR, Fellow CPRS, Honorary Fellow CIPR, is Principal at Valin Strategic Communications in Chelsea, Canada, and a founding member of the Global Alliance for Public Relations and Communication Management. He has received several awards, among them the David Ferguson Award for Outstanding Contributions to Public Relations Education from the Educators Academy of the Public Relations Society of America (PRSA) and the President's medal from the Chartered Institute of Public Relations in the United Kingdom. In 2013-2014 he was co-chair of the Commission on Public Relations Education. He has led several global projects that resulted in the adoption of global standards for public relations.