Cases in Public Relations Strategy
Herausgeber: St John, Burton; Spaulding, Cylor Alexander; Pritchard, Robert S; Martinelli, Diana Knott
Cases in Public Relations Strategy
Herausgeber: St John, Burton; Spaulding, Cylor Alexander; Pritchard, Robert S; Martinelli, Diana Knott
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This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign.
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This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign.
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Produktdetails
- Produktdetails
- Verlag: Sage Publications
- Seitenzahl: 216
- Erscheinungstermin: 6. September 2018
- Englisch
- Abmessung: 231mm x 185mm x 13mm
- Gewicht: 386g
- ISBN-13: 9781506349152
- ISBN-10: 1506349153
- Artikelnr.: 51488921
- Verlag: Sage Publications
- Seitenzahl: 216
- Erscheinungstermin: 6. September 2018
- Englisch
- Abmessung: 231mm x 185mm x 13mm
- Gewicht: 386g
- ISBN-13: 9781506349152
- ISBN-10: 1506349153
- Artikelnr.: 51488921
Acknowledgments
About the Editors
Preface: An Introduction to Public Relations Case Studies and Strategy -
Burton St. John III and Diana Knott Martinelli
Chapter 1. Branding
"Amazing Things Happen When You Go West": Raising Visibility, Interest, and
Enrollment - Jami Payne Bower and Amber M. K. Smallwood
Growing the Pope's Flock - Fred Cook
Mississippi, Believe It: Eleven Years and Moving Forward - Jesse McCraw
A Strategic View: Public Relations and Tech Startups: A Case of
OnlineVisas.com - Anna Klyueva
Chapter 2. Community Relations
Lights in the Night: Lanterns Make Community Connections - Adrienne A.
Wallace
Success, Value, Advocacy: Building Awareness for Student Veterans of
America on College Campuses - Christie M. Kleinmann
The Cleveland Foundation Centennial Campaign - Michael Murphy and Emily
Foote-Huth
Chapter 3. Integrated Communication
The CLOROX® Ick Awards - Leslie Schrader, Whitney Press, and Fran Bernhards
The Optical Society's Centennial Year Celebration: Reflecting a Century of
Innovation - Rebecca B. Andersen and Tracy Schario
"Love Is Love" Wedding in Fort Lauderdale - Virginia Sheridan
Chapter 4. Financial Communication
Tax Amnesty 2015: Act Now. Get Right. Move Forward - Amanda Jo Stanley
Building Brand Equity to Attract Investment Dollars in Clean Technology -
Arlene Guzmán Todd and Kate S. Kurtin
The Alcatel-Lucent Shift Plan: A Financial Turnaround Bolstered by
Communications - Marisa Baldo, Wendy Zajack
Chapter 5. Issue Advocacy
Compassion & Choices and Brittany Maynard Help Create New Medical
Aid-in-Dying Legislation in California - Heather J. Hether, Sean Crowley,
and Toni Broaddus
Spreading Awareness of James W. Foley's Legacy - Gemma R. Puglisi
Cut the Bait: Stop Overfishing Subsidies - Courtney J. Sakai
A Strategic View: Jazz With the Stars: Funding of K-12 Music Celebrated In
DC - Mike Fulton
Chapter 6. Health Communication
Using the Lived Experience as a Powerful Advocacy and Awareness Strategy in
Australia - Charles R. Harman and David Meldrum
Cedar Valley American Heart Association "Go Red for Women" Special Event -
Gayle Pohl and Jeffrey Brand
Working With a Difficult Client: Examining the Tensions Experienced While
Developing the Halo Syndrome Campaign - Lindsey B. Anderson, Melanie
Morgan, Shavonne Shorter, and Brian C. Britt
A Strategic View: The Halo Campaign and Building a Positive Client
Relationship - Lindsey B. Anderson, Melanie Morgan, Shavonne Shorter, and
Brian C. Britt
A Strategic View: Donate Life Ohio Campaign: Save a Life. Be a Donor -
Michele E. Ewing
Chapter 7. Crisis Communication
Boosting Pride in the Face of a Downturn in Whitesville, West Virginia -
Geah Pressgrove and Julia Daisy Fraustino
Regaining Trust Amid a Crisis: Louisiana Office of Tourism and the BP Oil
Spill - Dedria Givens-Carroll and John Deveney
Transparency in the Midst of a Budget Reduction - Peggy M. Rupprecht
A Strategic View: "Hurry Up, Then Wait": Old Dominion University's Crisis
Communication Response to Crude Move-In Day Banners - Brendan O'Hallarn and
Giovanna M. Genard
A Strategic View: Contrasts in a Crisis: Fact-Based Traditional Media
Versus Emotion-Laden Social Media in the Midst of an Employee Strike -
Maureen Schriner
Chapter 8. Further Views In Public Relations Strategy
Make 90 Seconds Last a Month: The Story of the 84 Lumber Super Bowl
Commercial - Steve Radick
One Company's Quest for Quality: From Baldrige to Lean Six Sigma - Koji
Fuse, George Bowden
Addressing Internal Communication at the U.S. Embassy in Kigali, Rwanda -
Bond H. Benton
Tenneco Builds Employee Engagement Through Recognition - Keith Burton
Beating the "Big Three": Publicizing Fox TV Network's 1987 Debut - Jack
Breslin
My Press Needs Challenge: Creating a Brand in a Mature Market - Allison
Weidhaas
A Strategic View: #Whatididinstead: A Social Media Rather Than Social Norms
Approach to Curb Teen Drinking - Kimberly Field-Springer
A Strategic View: Driving Behavior Change Through Public Relations: How
Earned Media Lead Consumer Decision Making About Medicare - Mark Weiner
Appendix: Consulting 101 - Robert S. Pritchard and Cylor Spaulding
Index
About the Editors
Preface: An Introduction to Public Relations Case Studies and Strategy -
Burton St. John III and Diana Knott Martinelli
Chapter 1. Branding
"Amazing Things Happen When You Go West": Raising Visibility, Interest, and
Enrollment - Jami Payne Bower and Amber M. K. Smallwood
Growing the Pope's Flock - Fred Cook
Mississippi, Believe It: Eleven Years and Moving Forward - Jesse McCraw
A Strategic View: Public Relations and Tech Startups: A Case of
OnlineVisas.com - Anna Klyueva
Chapter 2. Community Relations
Lights in the Night: Lanterns Make Community Connections - Adrienne A.
Wallace
Success, Value, Advocacy: Building Awareness for Student Veterans of
America on College Campuses - Christie M. Kleinmann
The Cleveland Foundation Centennial Campaign - Michael Murphy and Emily
Foote-Huth
Chapter 3. Integrated Communication
The CLOROX® Ick Awards - Leslie Schrader, Whitney Press, and Fran Bernhards
The Optical Society's Centennial Year Celebration: Reflecting a Century of
Innovation - Rebecca B. Andersen and Tracy Schario
"Love Is Love" Wedding in Fort Lauderdale - Virginia Sheridan
Chapter 4. Financial Communication
Tax Amnesty 2015: Act Now. Get Right. Move Forward - Amanda Jo Stanley
Building Brand Equity to Attract Investment Dollars in Clean Technology -
Arlene Guzmán Todd and Kate S. Kurtin
The Alcatel-Lucent Shift Plan: A Financial Turnaround Bolstered by
Communications - Marisa Baldo, Wendy Zajack
Chapter 5. Issue Advocacy
Compassion & Choices and Brittany Maynard Help Create New Medical
Aid-in-Dying Legislation in California - Heather J. Hether, Sean Crowley,
and Toni Broaddus
Spreading Awareness of James W. Foley's Legacy - Gemma R. Puglisi
Cut the Bait: Stop Overfishing Subsidies - Courtney J. Sakai
A Strategic View: Jazz With the Stars: Funding of K-12 Music Celebrated In
DC - Mike Fulton
Chapter 6. Health Communication
Using the Lived Experience as a Powerful Advocacy and Awareness Strategy in
Australia - Charles R. Harman and David Meldrum
Cedar Valley American Heart Association "Go Red for Women" Special Event -
Gayle Pohl and Jeffrey Brand
Working With a Difficult Client: Examining the Tensions Experienced While
Developing the Halo Syndrome Campaign - Lindsey B. Anderson, Melanie
Morgan, Shavonne Shorter, and Brian C. Britt
A Strategic View: The Halo Campaign and Building a Positive Client
Relationship - Lindsey B. Anderson, Melanie Morgan, Shavonne Shorter, and
Brian C. Britt
A Strategic View: Donate Life Ohio Campaign: Save a Life. Be a Donor -
Michele E. Ewing
Chapter 7. Crisis Communication
Boosting Pride in the Face of a Downturn in Whitesville, West Virginia -
Geah Pressgrove and Julia Daisy Fraustino
Regaining Trust Amid a Crisis: Louisiana Office of Tourism and the BP Oil
Spill - Dedria Givens-Carroll and John Deveney
Transparency in the Midst of a Budget Reduction - Peggy M. Rupprecht
A Strategic View: "Hurry Up, Then Wait": Old Dominion University's Crisis
Communication Response to Crude Move-In Day Banners - Brendan O'Hallarn and
Giovanna M. Genard
A Strategic View: Contrasts in a Crisis: Fact-Based Traditional Media
Versus Emotion-Laden Social Media in the Midst of an Employee Strike -
Maureen Schriner
Chapter 8. Further Views In Public Relations Strategy
Make 90 Seconds Last a Month: The Story of the 84 Lumber Super Bowl
Commercial - Steve Radick
One Company's Quest for Quality: From Baldrige to Lean Six Sigma - Koji
Fuse, George Bowden
Addressing Internal Communication at the U.S. Embassy in Kigali, Rwanda -
Bond H. Benton
Tenneco Builds Employee Engagement Through Recognition - Keith Burton
Beating the "Big Three": Publicizing Fox TV Network's 1987 Debut - Jack
Breslin
My Press Needs Challenge: Creating a Brand in a Mature Market - Allison
Weidhaas
A Strategic View: #Whatididinstead: A Social Media Rather Than Social Norms
Approach to Curb Teen Drinking - Kimberly Field-Springer
A Strategic View: Driving Behavior Change Through Public Relations: How
Earned Media Lead Consumer Decision Making About Medicare - Mark Weiner
Appendix: Consulting 101 - Robert S. Pritchard and Cylor Spaulding
Index
Acknowledgments
About the Editors
Preface: An Introduction to Public Relations Case Studies and Strategy -
Burton St. John III and Diana Knott Martinelli
Chapter 1. Branding
"Amazing Things Happen When You Go West": Raising Visibility, Interest, and
Enrollment - Jami Payne Bower and Amber M. K. Smallwood
Growing the Pope's Flock - Fred Cook
Mississippi, Believe It: Eleven Years and Moving Forward - Jesse McCraw
A Strategic View: Public Relations and Tech Startups: A Case of
OnlineVisas.com - Anna Klyueva
Chapter 2. Community Relations
Lights in the Night: Lanterns Make Community Connections - Adrienne A.
Wallace
Success, Value, Advocacy: Building Awareness for Student Veterans of
America on College Campuses - Christie M. Kleinmann
The Cleveland Foundation Centennial Campaign - Michael Murphy and Emily
Foote-Huth
Chapter 3. Integrated Communication
The CLOROX® Ick Awards - Leslie Schrader, Whitney Press, and Fran Bernhards
The Optical Society's Centennial Year Celebration: Reflecting a Century of
Innovation - Rebecca B. Andersen and Tracy Schario
"Love Is Love" Wedding in Fort Lauderdale - Virginia Sheridan
Chapter 4. Financial Communication
Tax Amnesty 2015: Act Now. Get Right. Move Forward - Amanda Jo Stanley
Building Brand Equity to Attract Investment Dollars in Clean Technology -
Arlene Guzmán Todd and Kate S. Kurtin
The Alcatel-Lucent Shift Plan: A Financial Turnaround Bolstered by
Communications - Marisa Baldo, Wendy Zajack
Chapter 5. Issue Advocacy
Compassion & Choices and Brittany Maynard Help Create New Medical
Aid-in-Dying Legislation in California - Heather J. Hether, Sean Crowley,
and Toni Broaddus
Spreading Awareness of James W. Foley's Legacy - Gemma R. Puglisi
Cut the Bait: Stop Overfishing Subsidies - Courtney J. Sakai
A Strategic View: Jazz With the Stars: Funding of K-12 Music Celebrated In
DC - Mike Fulton
Chapter 6. Health Communication
Using the Lived Experience as a Powerful Advocacy and Awareness Strategy in
Australia - Charles R. Harman and David Meldrum
Cedar Valley American Heart Association "Go Red for Women" Special Event -
Gayle Pohl and Jeffrey Brand
Working With a Difficult Client: Examining the Tensions Experienced While
Developing the Halo Syndrome Campaign - Lindsey B. Anderson, Melanie
Morgan, Shavonne Shorter, and Brian C. Britt
A Strategic View: The Halo Campaign and Building a Positive Client
Relationship - Lindsey B. Anderson, Melanie Morgan, Shavonne Shorter, and
Brian C. Britt
A Strategic View: Donate Life Ohio Campaign: Save a Life. Be a Donor -
Michele E. Ewing
Chapter 7. Crisis Communication
Boosting Pride in the Face of a Downturn in Whitesville, West Virginia -
Geah Pressgrove and Julia Daisy Fraustino
Regaining Trust Amid a Crisis: Louisiana Office of Tourism and the BP Oil
Spill - Dedria Givens-Carroll and John Deveney
Transparency in the Midst of a Budget Reduction - Peggy M. Rupprecht
A Strategic View: "Hurry Up, Then Wait": Old Dominion University's Crisis
Communication Response to Crude Move-In Day Banners - Brendan O'Hallarn and
Giovanna M. Genard
A Strategic View: Contrasts in a Crisis: Fact-Based Traditional Media
Versus Emotion-Laden Social Media in the Midst of an Employee Strike -
Maureen Schriner
Chapter 8. Further Views In Public Relations Strategy
Make 90 Seconds Last a Month: The Story of the 84 Lumber Super Bowl
Commercial - Steve Radick
One Company's Quest for Quality: From Baldrige to Lean Six Sigma - Koji
Fuse, George Bowden
Addressing Internal Communication at the U.S. Embassy in Kigali, Rwanda -
Bond H. Benton
Tenneco Builds Employee Engagement Through Recognition - Keith Burton
Beating the "Big Three": Publicizing Fox TV Network's 1987 Debut - Jack
Breslin
My Press Needs Challenge: Creating a Brand in a Mature Market - Allison
Weidhaas
A Strategic View: #Whatididinstead: A Social Media Rather Than Social Norms
Approach to Curb Teen Drinking - Kimberly Field-Springer
A Strategic View: Driving Behavior Change Through Public Relations: How
Earned Media Lead Consumer Decision Making About Medicare - Mark Weiner
Appendix: Consulting 101 - Robert S. Pritchard and Cylor Spaulding
Index
About the Editors
Preface: An Introduction to Public Relations Case Studies and Strategy -
Burton St. John III and Diana Knott Martinelli
Chapter 1. Branding
"Amazing Things Happen When You Go West": Raising Visibility, Interest, and
Enrollment - Jami Payne Bower and Amber M. K. Smallwood
Growing the Pope's Flock - Fred Cook
Mississippi, Believe It: Eleven Years and Moving Forward - Jesse McCraw
A Strategic View: Public Relations and Tech Startups: A Case of
OnlineVisas.com - Anna Klyueva
Chapter 2. Community Relations
Lights in the Night: Lanterns Make Community Connections - Adrienne A.
Wallace
Success, Value, Advocacy: Building Awareness for Student Veterans of
America on College Campuses - Christie M. Kleinmann
The Cleveland Foundation Centennial Campaign - Michael Murphy and Emily
Foote-Huth
Chapter 3. Integrated Communication
The CLOROX® Ick Awards - Leslie Schrader, Whitney Press, and Fran Bernhards
The Optical Society's Centennial Year Celebration: Reflecting a Century of
Innovation - Rebecca B. Andersen and Tracy Schario
"Love Is Love" Wedding in Fort Lauderdale - Virginia Sheridan
Chapter 4. Financial Communication
Tax Amnesty 2015: Act Now. Get Right. Move Forward - Amanda Jo Stanley
Building Brand Equity to Attract Investment Dollars in Clean Technology -
Arlene Guzmán Todd and Kate S. Kurtin
The Alcatel-Lucent Shift Plan: A Financial Turnaround Bolstered by
Communications - Marisa Baldo, Wendy Zajack
Chapter 5. Issue Advocacy
Compassion & Choices and Brittany Maynard Help Create New Medical
Aid-in-Dying Legislation in California - Heather J. Hether, Sean Crowley,
and Toni Broaddus
Spreading Awareness of James W. Foley's Legacy - Gemma R. Puglisi
Cut the Bait: Stop Overfishing Subsidies - Courtney J. Sakai
A Strategic View: Jazz With the Stars: Funding of K-12 Music Celebrated In
DC - Mike Fulton
Chapter 6. Health Communication
Using the Lived Experience as a Powerful Advocacy and Awareness Strategy in
Australia - Charles R. Harman and David Meldrum
Cedar Valley American Heart Association "Go Red for Women" Special Event -
Gayle Pohl and Jeffrey Brand
Working With a Difficult Client: Examining the Tensions Experienced While
Developing the Halo Syndrome Campaign - Lindsey B. Anderson, Melanie
Morgan, Shavonne Shorter, and Brian C. Britt
A Strategic View: The Halo Campaign and Building a Positive Client
Relationship - Lindsey B. Anderson, Melanie Morgan, Shavonne Shorter, and
Brian C. Britt
A Strategic View: Donate Life Ohio Campaign: Save a Life. Be a Donor -
Michele E. Ewing
Chapter 7. Crisis Communication
Boosting Pride in the Face of a Downturn in Whitesville, West Virginia -
Geah Pressgrove and Julia Daisy Fraustino
Regaining Trust Amid a Crisis: Louisiana Office of Tourism and the BP Oil
Spill - Dedria Givens-Carroll and John Deveney
Transparency in the Midst of a Budget Reduction - Peggy M. Rupprecht
A Strategic View: "Hurry Up, Then Wait": Old Dominion University's Crisis
Communication Response to Crude Move-In Day Banners - Brendan O'Hallarn and
Giovanna M. Genard
A Strategic View: Contrasts in a Crisis: Fact-Based Traditional Media
Versus Emotion-Laden Social Media in the Midst of an Employee Strike -
Maureen Schriner
Chapter 8. Further Views In Public Relations Strategy
Make 90 Seconds Last a Month: The Story of the 84 Lumber Super Bowl
Commercial - Steve Radick
One Company's Quest for Quality: From Baldrige to Lean Six Sigma - Koji
Fuse, George Bowden
Addressing Internal Communication at the U.S. Embassy in Kigali, Rwanda -
Bond H. Benton
Tenneco Builds Employee Engagement Through Recognition - Keith Burton
Beating the "Big Three": Publicizing Fox TV Network's 1987 Debut - Jack
Breslin
My Press Needs Challenge: Creating a Brand in a Mature Market - Allison
Weidhaas
A Strategic View: #Whatididinstead: A Social Media Rather Than Social Norms
Approach to Curb Teen Drinking - Kimberly Field-Springer
A Strategic View: Driving Behavior Change Through Public Relations: How
Earned Media Lead Consumer Decision Making About Medicare - Mark Weiner
Appendix: Consulting 101 - Robert S. Pritchard and Cylor Spaulding
Index