International and Intercultural Public Relations : a Campaign Case Approach
International and Intercultural Public Relations: A Campaign Case Approach uses both the case method and an analysis of public relations campaigns to help students learn to apply concepts of planning, research, and international or intercultural communication to the field of public relations. It is appropriate for general public relations campaigns courses, as well as those specifically focused on intercultural or international public relations. This text provides a format for analyzing public relations campaigns and then applies it in 19 case studies written by public relations scholars.
Allyn & Bacon (A Pearson Imprint)
Communication | International and Intercultural Communication | Public Relations and Advertising
Table of Contents
List of Tables and Figures.
List of Contributors.
1. An Introduction to Public Relations Campaign Analysis
2. Research for Public Relations Campaigns
3. Public Relations Objectives and Strategies
4. Public Relations Tactics and Evaluation
5. Intercultural and International Contexts for Public Relations
6. Guidelines for Successful Intercultural or International Public Relations.
Intercultural and International Public Relations Cases.
Case 1: Corporate Reputation Under Attack: A Case Study of Nike’s Public Relations Campaign to Blunt Negative Perceptions of Its Labor Practices
Case 2: Más Que Comida, Es Vida—It’s More than Food, It’s Life
Case 3: The International Campaign to Ban Landmines and the Ban Bus Campaign
Case 4: Internal Public Relations in the Post-War Balkans
Case 5: Protecting Drug Patents in Africa
Case 6: Competing Community Relations Campaigns in Australia: Public Relations Efforts For and Against a Biosolids Production Facility
Case 7: Global Public Relations in South Korea: A Case Study of a Multinational Corporation
Case 8: The Latvian Naturalization Project
Case 9: The Bhopal Carbide Disaster: A Lesson in International Crisis Communication
Case 10: Developing and Maintaining the Aljazeera Web Sites
Case 11: How Public Relations Improved Internal Communication in a Large South African Financial Services Organization
Case 12: Image Building in the International Media: A Case Study of the Finlandia Communications Program
Case 13: Avon’s “Kiss Goodbye to Breast Cancer” Campaign in the Philippines
Case 14: One Tambon-One Product Project
Case 15: The Colombian Coffee Growers’ Association
Case 16: Protection of the Environment and People in Nigeria ’s Ogoni Land : A Study of the Practices of Shell and other Multinational Oil Companies
Case 17: St. Jude’s Healthcare Campaign in Brazil
Case 18: Burson-Marsteller’s Depression Awareness Campaign in Thailand
Case 19: Public Television in the United States and Croatia: A Comparison of Two Campaigns