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
