Public relations cases : international perspectives
著者
書誌事項
Public relations cases : international perspectives
Routledge, 2002
- : hbk
- : pbk
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注記
Includes bibliographical references
内容説明・目次
内容説明
This unique collection of contemporary international public relations case studies gives readers in-depth insights into the effective use of public relations in a range of organizational contexts. The cases examined demonstrate the breadth of contemporary public relations practice and the increasing importance and sophistication of the public relations function in both public and private sector organizations. Casas from the UK, Norway, Spain, Sweden, South Africa, Canada and the USA are featured
Offering valuable insights into the development of PR and communication strategies, the areas examined include:
corporate identity change and management
global reputation management
crisis management in the oil and shipping industries
exploiting strategic alliances between voluntary and private sector organizations
public relations support for international branding and market entry
the importance of internal communications during international mergers
the integration of public relations and marketing communications
business-to-business communications.
Also including analysis and discussion questions to support the case studies and maintaining a good balance between theory and practice it is an invaluable resource for teachers, researchers and students working in public relations, corporate communications and public affairs.
目次
1. Introduction: The International and Strategic Context 2. Shell: Managing a Corporate Reputation Globally 3. Commission for Racial Equality Chapter Four: BBC America 5. Perkins Foods 6. Internal Communications for Clarica Life 7. Barlows - Restructuring a South African Conglomerate 8. Using Internal Research to Ensure a Merger's Success: PriceWaterhouseCoopers Merger 9. Tine Norske Meirier (The Norwegian Dairy Association): An Internal Communications Case 10. Kerr-MeKee's Internal Response to an International Crisis 11. The Estonia Disaster: A Lesson in Crisis Management 12. BSE Crisis 13. The Aftermath of Crisis: The Oklahoma City Bombing Site Becomes an International Memorial 14. Paradise Lost and Restored: Florida and the 1992-1993 Tourist Murders 15. Public Communications Campaign for the Environmental Development Fund in Slovenia (1996-1997) 16. Fase: A Strategic Alliance between the Voluntary and Private Sector in Spain 17. Taking on the Trafford Centre: Town Centre Management's Response to out of Town Shopping Development 18. W. Moorcroft plc: The Strategic Role of Marketing Communications and Public Relations within an SME 19. The Touring Marketing Bureau 20. Worldcom- Global Affiliates with Local Control 21. Marks and Spencer Plc: A Crisis of Confidence
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