Full Description
The case studies in this book, many of which have won national or international awards, represent an impressive scope of public relations practice—from public diplomacy to corporate social responsibility to crisis communications to social justice issues and special events. These chapters take a significant step toward overcoming the dearth of published case studies in public relations beyond North America. Written by established scholars and professionals who had access to some of the world's most intriguing and influential cases of organizational communication, these studies will be of tremendous interest to all who teach, study, and practice public relations around the world.
Contents
List of Illustrations and Tables - Introduction from the Editors - Gregor Halff: Foreword: What Case Studies Can Teach us in International Public Relations - Larissa Grunig: Preface - Part One: Case Studies in Global Campaigns - 3 Shannon A .Bowen/Don W .Stacks/Donald K . Wright: Volkswagen Emission Scandal: An Example of Bad Public Relations on a Global Scale and the "Defeat Device" that Defeated a Reputation - Juan-Carlos Molleda/Francisco Solanich: Chile Becomes a World Player of the Wine Industry: The Legend of "Casillero del Diablo" - Part Two: Case Studies in Corporate Social Responsibility - Zifei Fay Chen/Don W. Stacks/Yi Grace Ji/Bo Ra Yook: Cargill's Indonesian Palm Oil Sustainability Program - ValentinaMartino/Alessandro Lovari: Sharing "Made in Italy": Intesa Sanpaolo Bank's Cultural Communication around World Expo 2015 - Part Three: Cases in Public Diplomacy - Koichi Yamamura/Masamichi Shimizu/Nancy Snow: Japan Is Back: The International Public Relations of the Second Abe Administration - Dariya Orlova/Katerina Tsetsura: "Ukraine: Open for U": A Promotional Campaign and Nation Re-branding After the Euromaidan - Part Four: Cases in Measurement and Reputation Research of Public Relations - Katie Delahaye Paine: A Real-time Integrated and Actionable Measurement System - Sandra Macleod/John A . McLaren/Kevin Money: The Impact of Corporate Reputation on Behavior: AkzoNobel and Zurich Insurance - Jim Macnamara/Gail Kenning: "Stoner Sloth": Lessons from Evaluation of Social Media and Virality - Part Five: Cases in Crisis Communications - Swaran Sandhu/Simone Huck-Sandhu: #indeepsorrow: Lufthansa's Agile Crisis Communication Management During and After the Crash of Germanwings Flight 4U9525 - Toluwani C. Oloke/Juan-CarlosMolleda: The African Union Commission's Multinational Ebola Campaign's Localization Strategies - Part Six: Cases Addressing National Opportunities - John Gallagher: It's All in the Name: The Story of the Campaign for Marriage Equality in Ireland - Mariam F. Alkazemi/Fahed Al-Sumait/CristinaNavarro: Communicating Food Safety in the Highly Multicultural Country of Kuwait - Chun-ju Flora Hung-Baesecke/XiaohongChen/Xiaodong Yin - Mead Johnson: Infant Formula to Make a Difference in China - Kiranjit Kaur: The GST Campaign: Convincing Malaysians to Accept a New Taxation System - Paulo Nassar/Terence (Terry) Flynn: Restoring Confidence in a Global Company and Healthcare Brand in Brazil: The Bayer Jovens Youth Education Campaign - Inka Stever/Gaelle Picherit Duthler: Reaching for the Stars: The Launch of the UAE Space Agency - Ingrid Larkin/Robina Xavier: A Taste of Harmony: Awareness and Celebration of Cultural Diversity in Australian Workplaces - Contributors - Index.
