Public Relations Cases

The Sixth Edition of PUBLIC RELATIONS CASES 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 why select public relations cases had the effect they did. This text's excellent organization, practical and theoretical coverage of topics, and variety of cases have been its consistent strengths.

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

ix

Part I Solving Public Relations Problems

1

(48)

Chapter 1 Public Relations in Action

3

(8)

Process

5

(1)

Cases

6

(1)

Ethics

6

(2)

The Overall Plan of This Book

8

(1)

General Public Relations Readings

9

(2)

Chapter 2 A Public Relations Process

11

(38)

Research

12

(11)

Objectives

23

(6)

Programming

29

(12)

Evaluating

41

(2)

Summary

43

(1)

Notes

44

(1)

Readings on the Public Relations Process

45

(4)

Part II Reaching Major Audiences

49

(362)

Chapter 3 Media Relations

51

(62)

Research

52

(3)

Objectives

55

(1)

Programming

56

(5)

Evaluation

61

(1)

Summary

62

(1)

Readings on Media Relations

63

(2)

MEDIA RELATIONS CASES

65

(48)

CASE 3-1 THE CLINTON HEALTH CARE PLAN: WHAT WENT WRONG?

66

(10)

CASE 3-2 MASTERCARD'S SPONSORSHIP OF WORLD CUP USA '94

76

(14)

CASE 3-3 RURAL FLOOD RELIEF FUND

90

(7)

CASE 3-4 THE COMMEMORATION OF THE FIFTIETH ANNIVERSARY OF D-DAY

97

(16)

Chapter 4 Internal Communications

113

(57)

Employee Relations

114

(1)

Research

114

(1)

Objectives

115

(1)

Programming

116

(2)

Evaluation

118

(1)

Summary

118

(2)

EMPLOYEE RELATIONS CASES

120

(21)

CASE 4-1 "JUST 2 IT!"

121

(9)

CASE 4-2 RESHAPING BENEFITS AND THE CORPORATE CULTURE

130

(11)

Member Relations

141

(1)

Research

141

(1)

Objectives

142

(1)

Programming

143

(1)

Evaluation

143

(1)

Summary

144

(1)

Readings on Internal Communications

144

(3)

MEMBER RELATIONS CASES

147

(23)

CASE 4-3 THE MEMBER RELATIONS PROGRAM OF THE U.S. CHAMBER OF COMMERCE

148

(12)

CASE 4-4 CREDIBILITY AT STAKE: SAVING A COMMUNICATIONS PROGRAM

160

(10)

Chapter 5 Community Relations

170

(45)

Research

171

(1)

Objectives

172

(1)

Programming

173

(2)

Evaluation

175

(1)

Summary

175

(1)

Readings on Community Relations

176

(1)

COMMUNITY RELATIONS CASES

177

(38)

CASE 5-1 DISNEY, TAKE A SECOND LOOK

178

(13)

CASE 5-2 COLORADO SPRINGS AIRPORT OPENING

191

(9)

CASE 5-3 "LIFTING THE VEIL"

200

(15)

Chapter 6 Public Affairs and Government Relations

215

(44)

Research

216

(2)

Objectives

218

(1)

Programming

219

(7)

Evaluation

226

(1)

Summary

227

(1)

Readings on Public Affairs

228

(2)

PUBLIC AFFAIRS CASES

230

(29)

CASE 6-1 NEVER TAKE YOUR EYE OFF THE GOAL: HOW GRASSROOTS ACTIVISM PRESERVED THE FUNDING OF OHIO'S 250 PUBLIC LIBRARY SYSTEMS

231

(10)

CASE 6-2 SPACE STATION: IT'S ABOUT LIFE ON EARTH, 1994 NATIONAL CAMPAIGN

241

(8)

CASE 6-3 BALANCING SCHOOL MEALS WITH GRAINS

249

(10)

Chapter 7 Investor and Financial Relations

259

(30)

Research

260

(1)

Objectives

261

(1)

Programming

261

(2)

Evaluation

263

(1)

Summary

263

(1)

Readings on Investor and Financial Relations

264

(3)

INVESTOR RELATIONS CASES

267

(22)

CASE 7-1 PROJECT WINGS--IMAGING BACK IN FOCUS

268

(12)

CASE 7-2 ACX TECHNOLOGIES 1992 INVESTOR RELATIONS PROGRAM

280

(9)

Chapter 8 Consumer Relations

289

(36)

Research

290

(1)

Objectives

291

(1)

Programming

292

(1)

Evaluation

293

(1)

Summary

294

(1)

Readings on Consumer Relations

294

(2)

CONSUMER RELATIONS CASES

296

(29)

CASE 8-1 "KNOW THE DIFFERENCE. HANG UP ON FRAUD"

297

(10)

CASE 8-2 "EGGS ARE BACK"

307

(9)

CASE 8-3 SKIN AWARENESS MONTH

316

(9)

Chapter 9 International Public Relations

325

(30)

Research

326

(1)

Objectives

327

(1)

Programming

328

(2)

Evaluation

330

(1)

Summary

331

(1)

Readings on International Public Relations

331

(3)

INTERNATIONAL PUBLIC RELATIONS CASES

334

(21)

CASE 9-1 EXPLORING PORTUGAL: OPPORTUNITIES FOR U.S. BUSINESS

335

(9)

CASE 9-2 COUP OR NO COUP: STRATEGIC PR HELPS BAXTER OVERCOME OBSTACLES TO ESTABLISHING A VIABLE BUSINESS IN RUSSIA

344

(11)

Chapter 10 Relations with Special Publics

355

(56)

Research

357

(1)

Objectives

358

(1)

Programming

359

(1)

Evaluation

360

(1)

Summary

360

(1)

Readings on Special Publics

361

(3)

SPECIAL PUBLICS CASES

364

(47)

CASE 10-1 THROWING THE "PHONELESS" A LIFELINE: SOUTHWESTERN BELL TELEPHONE PROMOTES DISCOUNT PHONE SERVICE

365

(12)

CASE 10-2 GIVE YOUR KIDS A SHOT OF LOVE

377

(12)

CASE 10-3 WHEN STROKE STRIKES: THE FIRST SIX HOURS

389

(9)

CASE 10-4 CHEM TV: DOW'S ANSWER FOR SPARKING STUDENT INTEREST IN SCIENCE

398

(13)

Part III Emergency Public Relations

411

(1)

Chapter 11 Emergency Public Relations

413

Research

414

(1)

Objectives

414

(1)

Programming

415

(3)

Evaluation

418

(1)

Summary

419

(1)

Readings on Emergency Public Relations

419

(3)

EMERGENCY PUBLIC RELATIONS CASES

422

CASE 11-1 POWER OF THE MEDIA HELPS CARE SAVE LIVES

423

(11)

CASE 11-2 PEPSI'S CRISIS RESPONSE: THE SYRINGE SCARE

434

Appendixes

411

(64)

I Questions for Class Discussion and Case Analysis

447

(3)

II Case Problems and Exercises

450

(15)

III PRSA Code of Professional Standards for the Practice of Public Relations

465

(10)

Index

475

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Public Relations Cases

Summary

Author Biography

Table of Contents

Supplemental Materials