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Public relations cases 4th ed

Public relations cases 4th ed (1회 대출)

자료유형
단행본
개인저자
Hendrix, Jerry A.
서명 / 저자사항
Public relations cases / Jerry A. Hendrix.
판사항
4th ed.
발행사항
Belmont, CA :   Wadsworth Pub. Co.,   c1998.  
형태사항
xii, 479 p. : ill. ; 23 cm.
ISBN
053452236X
서지주기
Includes bibliographical references and index.
일반주제명
Public relations -- United States -- Case studies. Publicity -- Case studies.
000 00860camuu2200277 a 4500
001 000045666192
005 20110920161222
008 110916s1998 caua b 001 0 eng d
010 ▼a 97019270
020 ▼a 053452236X
035 ▼a (KERIS)REF000003836727
040 ▼a DLC ▼c DLC ▼d DLC ▼d 211009
050 0 0 ▼a HM263 ▼b .H437 1998
082 0 4 ▼a 659.2 ▼2 22
084 ▼a 659.2 ▼2 DDCK
090 ▼a 659.2 ▼b H498p4
100 1 ▼a Hendrix, Jerry A.
245 1 0 ▼a Public relations cases / ▼c Jerry A. Hendrix.
250 ▼a 4th ed.
260 ▼a Belmont, CA : ▼b Wadsworth Pub. Co., ▼c c1998.
300 ▼a xii, 479 p. : ▼b ill. ; ▼c 23 cm.
504 ▼a Includes bibliographical references and index.
650 0 ▼a Public relations ▼z United States ▼v Case studies.
650 0 ▼a Publicity ▼v Case studies.
945 ▼a KLPA

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 중앙도서관/서고7층/ 청구기호 659.2 H498p4 등록번호 111641251 도서상태 대출가능 반납예정일 예약 서비스 B M

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CONTENTS

Preface = ⅸ

Part Ⅰ Solving Public Relations Problems = 1

 Chapter 1 Public Relations in Action = 3

  Process = 5

  Cases = 6

  Ethics = 6

  The Overall Plan of This Book = 8

  General Public Relations Readings = 9

 Chapter 2 A Public Relations Process = 11

  Research = 12

  Objectives = 23

  Programming = 29

  Evaluating = 41

  Summary = 43

  Notes = 44

  Readings on the Public Relations Process = 45

Prat Ⅱ Reaching Major Audiences = 49

 Chapter 3 Media Relations = 51

  Research = 52

  Objectives = 55

  Programming = 56

  Evaluation = 61

  Summary = 62

  Readings on Media Relations = 63

  MEDIA RELATIONS CASES = 65

   CASE 3-1 THE CLINTON HEALTH CARE PLAN : WHAT WENT WRONG? = 66

   CASE 3-2 MASTERCARD'S SPONSORSHIP OF WORLD CUP USA '94 = 76

   CASE 3-3 RURAL FLOOD RELIEF FUND = 90

   CASE 3-4 THE COMMEMORATION OF THE FIFTIETH ANNIVERSARY OF D-DAY = 97

 Chapter 4 Internal Communications = 113

  Employee Relations = 114

  Research = 114

  Objectives = 115

  Programming = 116

  Evaluation = 118

  Summary = 118

  EMPLOYEE RELATIONS CASES = 120

   CASE 4-1 "JUST 2 IT" = 121

   CASE 4-2 RESHAPING BENEFITS AND THE CORPORATE CULTURE = 130

  Member Relations = 141

  Research = 141

  Objectives = 142

  Programming = 143

  Evaluation = 143

  Summary = 144

  Readings on Internal Communications = 144

  MEMBER RELATIONS CASES = 147

   CASE 4-3 THE MEMBER RELATIONS PROGRAM OF THE U. S. CHAMBER OF COMMERCE = 148

   CASE 4-4 CREDIBILI1Y AT STAKE : SAVING A COMMUNICATIONS PROGRAM = 160

 Chapter 5 Community Relations = 170

  Research = 171

  Objectives = 172

  Programming = 173

  Evaluation = 175

  Summary = 175

  Readings on Community Relations = 176

  COMMUNITY RELATIONS CASES = 177

   CASE 5-1 DISNEY, TAKE A SECOND LOOK = 178

   CASE 5-2 COLORADO SPRINGS AIRPORT OPENING = 191

   CASE 5-3 "LIFTING THE VEIL" = 200

 Chapter 6 Public Affairs and Government Relations = 215

  Research = 216

  Objectives = 218

  Programming = 219

  Evaluation = 226

  Summary = 227

  Readings on Public Affairs = 228

  PUBLIC AFFAIRS CASES = 230

   CASE 6-1 NEVER TAKE YOUR EYE OFF THE GOAL : How GRASSROOTS ACTIVISM PRESERVED THE FUNDING OF OHIO'S 250 PUBLIC LIBRARY SYSTEMS = 231

   CASE 6-2 SPACE STATION : ITs ABOUT LIFE ON EARTH, 1994 NATIONAL CAMPAIGN = 241

   CASE 6-3 BALANCING SCHOOL MEALS WITH GRAINS = 249

 Chapter 7 Investor and Financial Relations = 259

  Research = 260

  Objectives = 261

  Programming = 261

  Evaluation = 263

  Summary = 263

  Readings on Investor and Financial Relations = 264

  INVESTOR RELATIONS CASES = 267

   CASE 7-1 PROJECT WINGS - IMAGING BACK IN FOCUS = 268

   CASE 7-2 ACX TECHNOLOGIES 1992 INVESTOR RELATIONS PROGRAM = 280

 Chapter 8 Consumer Relations = 289

  Research = 290

  Objectives = 291

  Programming = 292

  Evaluation = 293

  Summary = 294

  Readings on Consumer Relations = 294

  CONSUMER RELATIONS CASES = 296

   CASE 8-1 "KNOW THE DIFFERENCE. HANG UP ON FRAUD" = 297

   CASE 8-2 "EGGS ARE BACK" = 307

   CASE 8-3 SKIN AWARENESS MONTH = 316

 Chapter 9 International Public Relations = 325

  Research = 326

  Objectives = 327

  Programming = 328

  Evaluation = 330

  Summary = 331

  Readings on International Public Relations = 331

  INTERNATIONAL PUBLIC RELATIONS CASES = 334

   CASE 9-1 EXPLORING PORTUGAL : OPPORTUNITIES FOR U. S. BUSINESS = 335

   CASE 9-2 COUP OR No Coup : STRATEGIC PR HELPS BAXTER OVERCOME OBSTACLES TO ESTABLISHING A VIABLE BUSINESS IN RUSSIA = 344

 Chapter 10 Relations with Special Publics = 355

  Research = 357

  Objectives = 358

  Programming = 359

  Evaluation = 360

  Summary = 360

  Readings on Special Publics = 361

  SPECIAL PUBLICS CASES = 364

   CASE 10-1 THROWING THE "PHONELESS" A LIFELINE : SOUTHWESTERN BELL TELEPHONE PROMOTES DISCOUNT PHONE SERVICE = 365

   CASE 10-2 GIVE YOUR KIDS A SHOT OF LOVE = 377

   CASE 10-3 WHEN STROKE STRIKES : THE FIRST SIX HOURS = 389

   CASE 10-4 CHEM TV : Dow's ANSWER FOR SPARKING STUDENT INTEREST IN SCIENCE = 398

Part Ⅲ Emergency Public Relations = 411

 Chapter 11 Emergency Public Relations = 413

  Research = 414

  Objectives = 414

  Programming = 415

  Evaluation = 418

  Summary = 419

  Readings on Emergency Public Relations = 419

  EMERGENCY PUBLIC RELATIONS CASES = 422

   CASE 11-1 POWER OF THE MEDIA HELPS CARE SAVE LIVES = 423

   CASE 11-2 PEPSI'S CRISIS RESPONSE : THE SYRINGE SCARE = 434

Appendixes = 411

 Ⅰ Questions for Class Discussion and Case Analysis = 447

 Ⅱ Case Problems and Exercises = 450

 Ⅲ PRSA Code of Professional Standards for the Practice of Public Relations = 465

Index = 475



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