Applied Public Relations
Cases in Stakeholder Management, 2nd Edition
Routledge – 2009 – 290 pages
Series: Routledge Communication Series
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:
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.
Professional Insight: The Management Champion of Social Responsibility -- James E. Grunig
1. Applied Public Relations: Maintaining Mutually Beneficial Systems of Stakeholder Relationships
Professional Insight: The Case for Character -- Ron Arp
2. Stakeholders: Employees
Case 1. General Motors Trims Its Workforce and Operations
Case 2: "You Can’t Buy That Kind of PR": Southwest Airlines Employees Star in Reality TV
Case 3. Teamsters Deliver Public Support During the UPS Strike
Case 4: Sun Shines Through Employee Blogs
Case 5: The Case of the Misfired Memo
Professonal Insight: Your Real Job Description -- Lisa Owens
3. Stakeholders: Community
Case 6. ‘The Company For Women’ Pledges Support
Case 7. CharitaBulls Help Others Win at Life
Case 8. "Walking the Talk": DuPont’s Land Legacy Program Donates 16,000 Acres to The Conservation Fund
Case 9. Habitat for Humanity: Building Corporate Bridges and Affordable Houses
Case 10: Community Service Constitutes Core Competency of Timberland
Professonal Insight: A Lesson: Advertising and Public Relations Can Work in Harmony -- Anne Sceia Klein
4. Stakeholders: Consumers
Case 11. "Would You Like Your Taco With or Without Pesticide Today?"
Case 12: Wendy’s Relies On Reputation to Combat "Finger" Fraud
Case 13. Bausch & Lomb See Recall
Case 14. Tire Tread Troubles Drive Firestone into Crisis of Confidence
Case 15: Wal-Mart: Soaring Through Sustainability
Case 16. Warner Bros. (and Others) are Wild About "Harry"
Professonal Insight: Public Relations in the iPod Generation -- Richard D. French
5. Stakeholders: Media
Case 17. Media Interest in Transplant Drama Stokes Anxiety in Health Care Professionals
Case 18. Fakes News Release Leads to Arrest
Case 19. Bishops, Priests, and Reporters: The Catholic Church and Media Coverage of Sex Abuse Scandals
Case 20: Bowling For Columbine Strikes Ammunition Sales at Kmart Corp.
Case 21: Creating and Controlling—A dialogue on Energy: Chevron Launches Worldwide Advertising Campaign
Professional Insight: Making News in a New Media World -- David Henderson
6. Stakeholders: Investors
Case 22. The Communications Company That Didn’t Communicate: WorldCom
Case 23. Appearances or Substance: Which is More Important?
Case 23: A Habit of Activism
Case 24. Hewlett-Packard Seeks to Plug Leaks With a Secret Investigation
Professonal Insight: Integrated Communication and Shareholder Wealth -- Linda Kelleher
7. Stakeholders: Members and Volunteers
Case 25. Designated Donations? The American Red Cross and the Liberty Fund
Case 26: Offering "1-888-995-HOPE" to Homeowners
Case 27. Colossal Fossil Dominates Chicago’s Field Museum
Case 28: Queen Latifah Introduces National Women’s Confidence Day
Case 29. A New Way for the United Way of the National Capital Area?
Professional Insight: A Higher Ethical Standard for Non-Profits -- James E. Moody
8. Stakeholder: Governments and Regulators
Case 30: Hospital Advocates for its Property-Tax Exemption
Case 31. New Internet Cookie Recipe Gives Heartburn to DoubleClick
Case 32. "Working Together to Bring Peace":Saudi Arabia Seeks to Improve its U.S. Image
Case 33. Kick Ash Bash Sets Stage for Antismoking Campaign
Case 34: "What Happened": Former Press Secretary’s Memoir Sparks Controversies
Professional Insight: Is Saying 'No' an Option for the Government? -- Gene Rose
9. Stakeholders: Activists
Case 36: PETA Serves Up "Holocaust on Your Plate" Campaign
Case 37. Greenpeace Pressures Chemical Producers to Reduce Risks of Chlorine Gas
Case 38. Activist Campaign in India Examines Soft Drinks
Case 39. Activists Keep Nike on the Run
Professional Insight: Three Key Concepts from a PR Pioneer Turned Critic -- Larry Pfautsch
10. Stakeholders: Global Citizens
Case 40: "Our Weapon is Our Nakedness": Nigerian Women Use Cultural Taboo to Fight Big Oil Company
Case 41. Bayer Drug Recall Strains International Relationships
Case 42. Brewing International Relationships: Does Starbucks C.A.F.É. Program Serve Social Responsibility to Ethiopian Coffee Farmers?
Case 43. Publicis and the European Central Bank Introduce "The Euro. Our Money" to the World
Case 44. Red, White, and Blue—and Golden? McDonald’s Responds to International Pressures
Case 45. Maritime Tragedy Compounded by Cultural Differences
Professional Insight: Global Connections, Distinctive Differences -- Julie Freeman
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.