Developed for advanced students in public relations, "Cases in Public Relations Management" uses recent cases in public relations that had outcomes varying from expected to unsuccessful. The text challenges students to think analytically, strategically, and practically. Each case is based on real events, and is designed to encourage discussion, debate, and exploration of the options available to today's strategic public relations manager.
Key features of this text include coverage of the latest controversies in current events, discussion of the ethical issues that have made headlines in recent years, and strategies used by public relations practitioners. Most cases end with an open scenario, allowing students to discover different opinions and participate in creative discussions. The case study approach encourages readers to assess what they know about communication theory, the public relations process, and management practices, and prepares them for their future careers as PR practitioners.
New to the second edition are:
Preface Chapter 1: A Brief Introduction to Public Relations Introduction Chapter 2: Ethics and the Law Introduction 1. What Would You Do? 2. City Utility or Cash Cow? Top Agency Accused of Overbilling City 3. In Washington, I'm Karen Ryan Reporting: When Is a "Reporter" Not a Reporter? Chapter 3: Corporate Social Responsibility Introduction 4. Food for Thought: Pig Stalls Become Focal Point of Animal Rights Debate 5. 5. Apple iProblem: Subcontractor Worker Issues Bring Negative Attention 6. Developing Wines with a Conscious: South African Wine Industry Confronts Societal Issues Chapter 4: Media Relations Introduction 7. Super-Sized Soda Fight: Debating the Link between Sugary Drinks and Obesity 8. Face Value: Face Transplant Surgery Balances Privacy, Ethics and Publicity 9. Texas-Sized Attention: School District's $60 Million Stadium Attracts Media 10. 10. Two Employees with a Video Camera: Social Media and a Damaged Global Domino's Brand Chapter 5: Conflict Management Introduction 11. Lean Finely Textured Ground Beef or Pink Slime? Consumers Ask: "What is this Stuff?" 12. The Politics of Pink: Susan G. Komen for the Cure Steps into Partisan Minefield 13. Deepwater Horizon Blowout: Rehabilitating a Reputation after a Catastrophic Spill Chapter 6: Activism Introduction 14. Beyond Disgusting: Bacteria-Fighting Mom Takes on Restaurant Play Areas 15. Guitar Hero Strikes a Chord: Social Media Teaches Customer Service Lesson 16. Break the Silence: Make the Call. Reaching Out to Victims and Families of Domestic Violence 17. Secret Video Captures Chicken Abuse: Animal Activist Group Targets Company Chapter 7: Consumer Relations Introduction 18. The Five Seasons of Salem: A City Hunts for Something More than Witches 19. Getting Away from It All: Trade Association Sells Affordability and Convenience 20. Making the Potato Top of Mind: Consumer Research Connects "Linda" to Potatoes 21. Sony Playstation: It Only Does Everything (Except Protect Private Data and Communicate Effectively) 22. Kryptonite: Radioactive Publicity: Crisis Response in an Instant Internet World Chapter 8: Entertainment and Leisure Introduction 23. Penn State Fumbles: Child Abuser Operates Undetected in Happy Valley 24. Rush to Judgment: Advertisers Flee Conservative Radio Show after Crude Remarks 25. Tabloid Tiger: Scandal Derails Storied Career 26. What Price the Regal Reputation? Protecting the Royal Investment from Scandal Chapter 9: Community Relations Introduction 27. I'm Watching You: School Issued Laptop "Spycam" Invades Privacy Rights 28. It's the Real Thing: Protest at the Jewish Museum 29. Hallmark Writers Tour: Connecting Employees with their Hometown Audience Chapter 10: Cultural Considerations Introduction 30. Quaran Burning: Cultural Insensitivity Leads to Deaths and Multiple Apologies 31. Fukushima Nuclear Meltdown: A Disaster "Made In Japan" 32. Containing the Deadly Marburg Virus: Taking a Culturally-Based Communication Approach 33. Shark Fin Soup: Hong Kong Disneyland Loses Magic for Some Chapter 11: Financial Communication and Investor Relations Introduction 34. Paychex, Inc. Sees Big Pay-Off in First Investor Day 35. Best Buy Fights for Survival: Company Strives for Relevancy in an eCommerce World 36. "A Plate of Black Beauty"? Burger King Worldwide Deals with Horsemeat Reports
Patricia Swann, former dean of the School of Business and Justice Studies, is an associate professor of public relations and journalism at Utica College. She is the assistant director of the Raymond Simon Institute for Public Relations and Journalism and the past head for the Public Relations Division of the Association for Education in Journalism and Mass Communication. She has 20 years of experience in the public relations and journalism industries and has garnered numerous awards for her work.