Public Relations Cases

The Fifth Edition continues to study examples of public relations by following the author's philosophy that great PR comes from interactive participation among sources and receivers of information. The text walks students through the evaluation of excellent case studies and helps students to understand why select public relations cases had the effect they did.

Jerry A. Hendrix (Ph.D., Loursiana State University) teaches at the School of Communication, American University in Washington, D.C. He is an accredited member of the Public Relations Society of America.

Preface

vi

Part I Solving Public Relations Problems

1

(48)

Public Relations in Action

3

(8)

Process

5

(1)

Cases

6

(1)

Ethics

6

(2)

The Overall Plan of This Book

8

(1)

Keys to Success

9

(1)

General Public Relations Readings

9

(2)

A Public Relations Process

11

(38)

Research

12

(11)

Objectives

23

(6)

Programming

29

(12)

Evaluation

41

(2)

Summary

43

(1)

Teach Your Methods Well

44

(1)

Notes

45

(1)

Readings on the Public Relations Process

45

(4)

Part II Reaching Major Audiences

49

(354)

Media Relations

51

(56)

Research

52

(3)

Objectives

55

(1)

Programming

56

(5)

Evaluation

61

(1)

Summary

62

(1)

Media Relations on the Cheap

63

(1)

Readings on Media Relations

63

(3)

Media Relations Cases

66

(41)

Titanic Video Launch

67

(9)

Sea-Ing Double: How Princess Cruises Made Identical Ships Newsworthy

76

(7)

Maytag Neptune High-Efficiency Washer Introduction

83

(15)

Legendary Football Coaches Commemorative Stamps

98

(9)

Internal Communications

107

(50)

Employee Relations

108

(1)

Research

108

(1)

Objectives

109

(1)

Programming

110

(2)

Evaluation

112

(1)

Summary

112

(1)

Face to Face

113

(1)

Employee Relations Cases

114

(17)

``Just 2 It''

115

(9)

Healthy Heart and Soul

124

(7)

Member Relations

131

(1)

Research

131

(1)

Objectives

132

(1)

Programming

133

(1)

Evaluation

133

(1)

Summary

134

(1)

Readings on Internal Communications

134

(3)

Member Relations Cases

137

(20)

The Air Force Association---Member Relations

138

(10)

World Vinyl Forum

148

(9)

Community Relations

157

(36)

Research

158

(1)

Objectives

159

(1)

Programming

160

(2)

Evaluation

162

(1)

Summary

162

(1)

Riding the Rails

163

(1)

Readings on Community Relations

163

(2)

Community Relations Cases

165

(28)

Come Home: The Return to Central Library

166

(11)

Colorado Springs Airport Opening

177

(9)

The Collectors

186

(7)

Public Affairs and Government Relations

193

(44)

Research

194

(2)

Objectives

196

(1)

Programming

197

(7)

Evaluation

204

(1)

Summary

205

(1)

Public Affairs in the Digital Age

206

(1)

Readings on Public Affairs

206

(2)

Public Affairs Cases

208

(29)

Revision 12: The Campaign to Close the Gun Show Loophole in Florida

209

(9)

Ryobi 4-Cycle: The Future Is Clear

218

(9)

Balancing School Meals with Grains

227

(10)

Investor and Financial Relations

237

(37)

Research

238

(1)

Objectives

239

(1)

Programming

239

(2)

Evaluation

241

(1)

Summary

241

(1)

Publicly Relating to Investors

242

(1)

Readings on Investor and Financial Relations

242

(3)

Investor Relations Cases

245

(29)

Creating Confidence in a Corporate Turnaround

246

(17)

Repositioning the Scotts Company

263

(11)

Consumer Relations

274

(52)

Research

275

(1)

Objectives

276

(1)

Programming

277

(1)

Evaluation

278

(1)

Summary

279

(1)

Keeping the Consumers Happy

279

(1)

Readings on Consumer Relations

279

(3)

Consumer Relations Cases

282

(44)

Benecol Pre-Launch: Laying the Foundation for Phenomenon

283

(12)

Maxwell House Build a Home America

295

(11)

Making Science Make Sense

306

(13)

Wamoola Madness: American Meets the New $20 Bill

319

(7)

International Public Relations

326

(34)

Research

327

(1)

Objectives

328

(1)

Programming

329

(3)

Evaluation

332

(1)

Summary

332

(1)

Bon Voyage!

332

(1)

Readings on International Public Relations

332

(5)

International Public Relations Cases

337

(23)

Lucent Branding Success in Latin American---An Integrated Approach

338

(11)

Restoring Confidence in Korea During the Asian Financial Crisis

349

(11)

Relations with Special Publics

360

(43)

Research

362

(1)

Objectives

363

(1)

Programming

364

(1)

Evaluation

365

(1)

Summary

365

(1)

Segmenting Special Publics---Pros and Cons

366

(1)

Readings on Special Publics

366

(4)

Special Public Cases

370

(33)

Visa ``Read Me a Story''---Addressing America's Reading Crisis

371

(14)

Your Thyroid: Gland Central---Putting Thyroid Disease on the Fast Track

385

(10)

Hispanic Cheese Education Campaign

395

(8)

Part III Emergency Public Relations

403

(40)

Emergency Public Relations

405

(38)

Research

406

(1)

Objectives

406

(1)

Programming

407

(4)

Evaluation

411

(1)

Summary

411

(1)

Oh My Goodness!

412

(1)

Puttin' the Pieces Back Together!

412

(1)

Readings on Emergency Public Relations

412

(3)

Emergency Public Relations Cases

415

(28)

The Houston Chemical Complex

416

(16)

Pepsi's Crisis Response: The Syringe Scare

432

(11)

Part IV Beyond Public Relations: Integrated Marketing Communications

443

(30)

Integrated Marketing Communications

445

(28)

Research

446

(2)

Objectives

448

(1)

Programming

448

(1)

Evaluation

449

(1)

Summary

449

(1)

Notes

449

(1)

IMC in the Real World

450

(1)

Readings on Integrated Marketing Communications

450

(2)

Integrated Marketing Communications Cases

452

(21)

Best Drive in the Game

453

(11)

Montgomery Country's Composting Program

464

(9)

Appendix I Questions for Class Discussion and Case Analysis

473

(3)

Appendix II PRSA Code of Professional Standards for the Practice of Public Relations

476

(10)

Index

486

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Public Relations Cases

Summary

Author Biography

Table of Contents

Supplemental Materials