Cases in Public Relations Strategy draws on original, real-world case studies to provide students with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, students explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give students the knowledge and skills they need for success in the field.
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Tabella dei contenuti
Acknowledgments
About the Editors
Preface: An Introduction to Public Relations Case Studies and Strategy – Burton St. John III and Diana Knott Martinelli
Chapter 1. Branding
“Amazing Things Happen When You Go West”: Raising Visibility, Interest, and Enrollment – Jami Payne Bower and Amber M. K. Smallwood
Growing the Pope’s Flock – Fred Cook
Mississippi, Believe It: Eleven Years and Moving Forward – Jesse Mc Craw
A Strategic View: Public Relations and Tech Startups: A Case of Online Visas.com – Anna Klyueva
Chapter 2. Community Relations
Lights in the Night: Lanterns Make Community Connections – Adrienne A. Wallace
Success, Value, Advocacy: Building Awareness for Student Veterans of America on College Campuses – Christie M. Kleinmann
The Cleveland Foundation Centennial Campaign – Michael Murphy and Emily Foote-Huth
Chapter 3. Integrated Communication
The CLOROX® Ick Awards – Leslie Schrader, Whitney Press, and Fran Bernhards
The Optical Society’s Centennial Year Celebration: Reflecting a Century of Innovation – Rebecca B. Andersen and Tracy Schario
“Love Is Love” Wedding in Fort Lauderdale – Virginia Sheridan
Chapter 4. Financial Communication
Tax Amnesty 2015: Act Now. Get Right. Move Forward – Amanda Jo Stanley
Building Brand Equity to Attract Investment Dollars in Clean Technology – Arlene Guzmán Todd and Kate S. Kurtin
The Alcatel-Lucent Shift Plan: A Financial Turnaround Bolstered by Communications – Marisa Baldo, Wendy Zajack
Chapter 5. Issue Advocacy
Compassion & Choices and Brittany Maynard Help Create New Medical Aid-in-Dying Legislation in California – Heather J. Hether, Sean Crowley, and Toni Broaddus
Spreading Awareness of James W. Foley’s Legacy – Gemma R. Puglisi
Cut the Bait: Stop Overfishing Subsidies – Courtney J. Sakai
A Strategic View: Jazz With the Stars: Funding of K–12 Music Celebrated In DC – Mike Fulton
Chapter 6. Health Communication
Using the Lived Experience as a Powerful Advocacy and Awareness Strategy in Australia – Charles R. Harman and David Meldrum
Cedar Valley American Heart Association “Go Red for Women” Special Event – Gayle Pohl and Jeffrey Brand
Working With a Difficult Client: Examining the Tensions Experienced While Developing the Halo Syndrome Campaign – Lindsey B. Anderson, Melanie Morgan, Shavonne Shorter, and Brian C. Britt
A Strategic View: The Halo Campaign and Building a Positive Client Relationship – Lindsey B. Anderson, Melanie Morgan, Shavonne Shorter, and Brian C. Britt
A Strategic View: Donate Life Ohio Campaign: Save a Life. Be a Donor – Michele E. Ewing
Chapter 7. Crisis Communication
Boosting Pride in the Face of a Downturn in Whitesville, West Virginia – Geah Pressgrove and Julia Daisy Fraustino
Regaining Trust Amid a Crisis: Louisiana Office of Tourism and the BP Oil Spill – Dedria Givens-Carroll and John Deveney
Transparency in the Midst of a Budget Reduction – Peggy M. Rupprecht
A Strategic View: “Hurry Up, Then Wait”: Old Dominion University’s Crisis Communication Response to Crude Move-In Day Banners – Brendan O’Hallarn and Giovanna M. Genard
A Strategic View: Contrasts in a Crisis: Fact-Based Traditional Media Versus Emotion-Laden Social Media in the Midst of an Employee Strike – Maureen Schriner
Chapter 8. Further Views In Public Relations Strategy
Make 90 Seconds Last a Month: The Story of the 84 Lumber Super Bowl Commercial – Steve Radick
One Company’s Quest for Quality: From Baldrige to Lean Six Sigma – Koji Fuse, George Bowden
Addressing Internal Communication at the U.S. Embassy in Kigali, Rwanda – Bond H. Benton
Tenneco Builds Employee Engagement Through Recognition – Keith Burton
Beating the “Big Three”: Publicizing Fox TV Network’s 1987 Debut – Jack Breslin
My Press Needs Challenge: Creating a Brand in a Mature Market – Allison Weidhaas
A Strategic View: #Whatididinstead: A Social Media Rather Than Social Norms Approach to Curb Teen Drinking – Kimberly Field-Springer
A Strategic View: Driving Behavior Change Through Public Relations: How Earned Media Lead Consumer Decision Making About Medicare – Mark Weiner
Appendix: Consulting 101 – Robert S. Pritchard and Cylor Spaulding
Index
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