Public Relations Cases

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Cengage Learning, Feb 17, 2009 - Business & Economics - 480 pages
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Primarily using Public Relations Society of America award-winning cases, PUBLIC RELATIONS CASES, Eighth Edition, presents a clear theoretical grounding in the major areas of public relations. Using the ROPE process model (Research, Objectives, Programming, and Evaluation), the authors keep students focused on the strategic elements of exemplary communications campaigns. The case studies provide glimpses into best practices for public relations campaigns as recognized by professionals in the field. The cases all use a strategic communications model, where clearly defined objectives are based on sound research and good audience analysis, followed by creative tactics that are evaluated for their effectiveness.
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Contents

Solving Public Relations Problems
1
Reaching Major Audiences
45
Emergency Public Relations
365
Integrated Marketing Communications
393
Questions for Class Discussion and Case Analysis
435
Appendix II
437
Index
445
Copyright

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About the author (2009)

Jerry A. Hendrix, Ph.D., is Professor Emeritus at American University, Washington, D.C., where he taught for thirty-seven years. He is an accredited member of the Public Relations Society of America.

Darrell C. Hayes is director of the Weekend Public Communication Graduate Program and an adjunct associate professor at American University's School of Communication, Washington, D.C. He conducts frequent crisis communication workshops for government agencies. Before joining the faculty, he had more than 15 years of experience in public relations with technology firms, with nonprofit associations, and as a government communication manager. He also served as the managing director of the Aerospace Education Foundation. He is an accredited member of the Public Relations Society of America.

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