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基本説明
Featuring cases from around the world, including the UK, Norway, Spain, South Africa, Canada and the US.
Full Description
This unique collection of contemporary international public relations case studies gives the reader in-depth insight into effective public relations practice in a range of organizational contexts. The cases demonstrate the breadth of modern public relations practice and the increasing importance and sophistication of this function both in public and private sector organizations.
This second edition of Public Relations Cases builds on the success of the previous edition to offer new insights into the changing face of contemporary public relations and the development of PR and communication strategies. The book also examines:
The use of social media and blogging as a communications medium
The growing importance of corporate social responsibility programmes
Local authority identity change
High profile international charitable fundraising
Sports sponsorship
Property sector PR.
Featuring cases from around the world, including the UK, India, Korea, Demark, Croatia and the US, this book is an invaluable resource for teachers, researchers and students working in public relations, corporate communication and public affairs.
Contents
Introduction 1. Take a Look at My Giraffe: Promoting Chester Zoo 2. Jane's Ride Across America 3. Kerala, God's Own Country: From Backwaters to One of the Ten Paradises on Earth 4. LG Mobile: Utilizing the Blogosphere to Increase Buzz and Drive Positive Sentiment of Mobile Phones 5. Enacting Corporate Citizenship in Korea: Novartis Korea's Five-Generation Families Campaign 6. Taking the Time to Listen, Learn and Act: An Example of Complex International Dialogue 7. Setting Up an Effective Press Office for a Professional Body 8. Managing the Evolution of an Agency to Meet the Needs of a Digital Media Environment 9. John Smith's 'The People's Franchise': John Smith's People's Race and John Smith's People's Darts 10. Remembering the Few 11. When PR Meets Marketing: On the Intra-organizational Challenges in the Implementation of Integrated Communication 12. Public Relations Model of a Socially Responsible Company: Case Study of Coca-Cola Beverages Hrvatska 13. The Bolton Brand: Place Branding as an Alternative Approach to Local Authority Corporate Identity 14. Chimney Pot Park: When a Sales Launch Event Became the News!
