Applied Public Relations: Cases in Stakeholder Management

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Taylor & Francis, 2009 - Business & Economics - 288 pages
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Applied Public Relations provides readers with the opportunity to observe and analyze how contemporary businesses and organizations interact with key groups and influences. Through the presentation of cases covering a wide variety of industries, locations, and settings, authors Kathy Brittain McKee and Larry F. Lamb examine how real organizations develop and maintain their relationships, offering valuable insights into contemporary business and organizational management practices.

McKee and Lamb place special emphasis on public relations as a strategic management function that must coordinate its planning and activities with key organizational units - human resources, marketing, legal counsel, finance, and operations, among others. A commitment to the ethical practice of public relations underlies the book, and students are challenged not only to assess the effectiveness of the practices outlined, but also to understand the ethical implications of those choices.

This second edition includes the following key features:

    • New and updated cases

    • Additional Professional Insight commentaries

    • Expanded use of charts and photos

    • An appendix with the PRSA Member Code of Ethics and the IABC Code of Ethics for Professional Communicators

    • A companion website with resources for the student and the instructor.

With its practical orientation and scope, Applied Public Relations is a useful text for courses on public relations management, public relations cases and campaigns, and integrated communication management.

 

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Contents

Maintaining Mutually Beneficial Systems of Stakeholder Relationships
1
Employees
11
Community
37
Consumers
67
Media
101
Investors
133
Members and Volunteers
161
Governments and Regulators
189
Activists
221
Global Citizens
249
GLOBAL CONNECTIONS DISTINCTIVE DIFFERENCES
282
Index
284
Copyright

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About the author (2009)

Kathy Brittain McKee is a professor of communication at Berry College where she served from 1999-2009 as the associate provost and dean of academic services. She is the co-author of Media Ethics: Cases and Moral Reasoning, which is now in its 8th edition. She serves as editor of Journalism & Communication Monographs. Dr. McKee has published journal articles and book chapters in media ethics, visual imagery, communication pedagogy and student-press regulation.

Larry F. Lamb has held leadership positions in corporate communications at Fortune 500 companies and served pharmaceutical and manufacturing clients of a global strategic communications business. He has taught at public universities in Kansas, North Carolina and the Russian Federation.

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