Table of Contents

Introduction 1. Take a Look at My Giraffe: Promoting Chester Zoo 2. Jane's Ride Across America 3. Kerala, God's Own Country: From Backwaters to One of the Ten Paradises on Earth 4. LG Mobile: Utilizing the Blogosphere to Increase Buzz and Drive Positive Sentiment of Mobile Phones 5. Enacting Corporate Citizenship in Korea: Novartis Korea's Five-Generation Families Campaign 6. Taking the Time to Listen, Learn and Act: An Example of Complex International Dialogue 7. Setting Up an Effective Press Office for a Professional Body 8. Managing the Evolution of an Agency to Meet the Needs of a Digital Media Environment 9. John Smith's 'The People's Franchise': John Smith's People's Race and John Smith's People's Darts 10. Remembering the Few 11. When PR Meets Marketing: On the Intra-organizational Challenges in the Implementation of Integrated Communication 12. Public Relations Model of a Socially Responsible Company: Case Study of Coca-Cola Beverages Hrvatska 13. The Bolton Brand: Place Branding as an Alternative Approach to Local Authority Corporate Identity 14. Chimney Pot Park: When a Sales Launch Event Became the News!

About the Author

Danny Moss is Professor of Corporate and Public Affairs at the University of Chester, UK. Melanie Powell is a Senior Lecturer of Public Relations at Manchester Metropolitan University, UK, and programme leader for the university's CIPR Diploma. Barbara DeSanto is Professor and Director of the Communication Program at Maryville University, St. Louis, USA.

Reviews

"Fourteen chapters, presented by Moss (corporate and public affairs, U. of Chester, UK) and Powell (public relations, Manchester Metropolitan U., UK) in this second edition, offer case studies illustrating a variety of public relations practices and issues from a diverse set of countries such as the UK, India, Korea, Denmark, Croatia, and the US. The cases explore the development of public relations and communications strategies in general, and such specific topics as the use of social media and blogging as a communications medium, the growth of corporate social responsibility programs, local authority identity change, high profile international charitable fundraising, sports sponsorship, and property sector public relations." -- A(c)Feb 2011 Book News Inc.