This unique collection of contemporary international public relations (PR) case studies gives the reader in-depth insight into effective PR practice in a range of organizational contexts. The global cases demonstrate the breadth and sophistication of the public relations function, both in public and private sector organizations.
This fully updated third edition of Public Relations Cases offers fresh perspectives on the changing face of contemporary public relations and the development of PR and communication strategies. Addressing the gap in PR literature, it examines political systems, climate, media ownership and structures, as well as the social values and economic conditions which shape the role and work of PR practitioners. The book follows a four-part analytical model CDAO (Context, Decisions, Actions and Outcomes) to successfully identify the key points of comparison between cases to uncover how and why particular events occur and, critically, identifies what key factors and actions we can learn from in future decision-making.
Featuring updated cases from across industries and around the world, including South East Asia, Latin America, the UK and the US, this book is an invaluable resource for researchers, postgraduate and executive education students studying public relations, corporate communication and public affairs.
Author(s): Danny Moss, Barbara DeSanto
Edition: 3
Publisher: Routledge
Year: 2022
Language: English
Pages: 153
City: London
Cover
Half Title
Title Page
Copyright Page
Contents
Figures
Notes on Contributors
Editors' Biographies
Contributors' Biographies
Introduction
Why Case Studies?
Using the Case Studies
Comparative Loop Learning from Cases
Double-Loop Learning from Cases
The Situation Factors
Motivational Considerations
Conclusion
1. Chester Zoo: 'Save Our Zoo'
Executive Summary
The Story Up to 2020
Chester Zoo's Supporters
The Local and International Communities
World Communities
Families and Schools
Cities
Economies
The Save Our Zoo Campaign
Origins
Action
Results
Benchmarking the Save Our Zoo Campaign Outcome
The Next Chapter
The Message is That Saving Our Zoos is About Saving Our World
What Matters?
2. Moms Demand Action: Using Public Relations to Combat Gun Violence
Executive Summary
Introduction
Background and Context
Moms Demand Action (MDA) Chronology
Target Audiences
Goals and Objectives
Communication Strategy and Tactics
Strategies:
Outcomes
The NRA versus MDA
Lessons Learned
Notes
Selected Web Resources
References
3. Crowdsourcing Potential: Developing the Right Formula for the Prevention and Intervention Strategy Against Drug Abuse in Malaysia
Introduction
Drug Abuse in Malaysia
Campaign Against Drugs in Malaysia
Crowdsourcing as a Solution
Discussion and Conclusion
Key Lessons Learned
REFERENCES
4. A perfect storm: The challenge of public relations in the health and social care sector
Context
AFG: Past and Present
New corporate values
An emerging communications strategy
Sudden death of AFG's CEO
Political communication - beginning to shape the conversation
MP engagement
Media work
Building stakeholder engagement into the DNA of AFG
Future brand considerations
Lessons emerging
Note
References
5. The Comeback Niño: Puerto Rico's Tourism Industry on the Re-bound, Post-Maria
Background of the Problem
Key Problem: Media, Money and Tourism
Campaign Strategy: A New Voice for Tourism
Goals and Objectives of the Campaign: #CoverTheProgress
Puerto Rico Tells Comeback
Campaign: An Emphasis on Culture
Results
Next Steps: Building the Future
Additional Resources
Weblinks and Video
6. Farm Town Strong: Overcoming the Rural Opioid Epidemic
Executive Summary
Situation Analysis
Secondary Research
Primary Research
Planning
Objectives
Target Audiences
Strategies
Execution
Program Introduction Evaluation
The story continues ...
References
7. Who's listening?
Introduction
What do we mean by 'listening' in an organisational context?
Research methodology
Why is listening to employees important?
Innovation and change
Organisational learning and decision-making
Changing nature of work
Employee experience
Employee wellbeing
Listening as a core communication competence
What gets in the way of listening?
The way we define leadership
Under-investment in listening capability development
Cultural barriers
Structures and processes not developed to support listening
Good practice
Discussion
Practical implications
1. The role of leadership and its impact on the culture of the organisation
2. Listening activities need to relate to strategic and operational goals
3. Extending the range of channels used for listening
4. The use of regular employee surveys
5. Building the listening capability of the organisation
Implications for the internal communication manager
Understanding employee communication effectiveness
Harnessing employee insights
Good and ethical internal communication
Insights
References
8. Marketing the Rainbow: The Challenges of Minority Marketing and Supporting or Subsequent PR Initiatives
Executive Summary
How Absolut Got It Absolutely Right
Background
The American Market
Gay-themed Advertising
The Triple Bottom Line
Saying the Right Words Without Doing the Right Things
Wrestling with Myths and Conditions
Boycotts
Conclusions
References
Further web-based insights into Absolut's successful marketing initiatives:
9. The Volkswagen Dieselgate Crisis: Challenging Assumptions About Reputation Recovery in a Major Crisis
Executive Summary
Background Summary: A Coveted Brand Finds Itself in a Huge Scandal
Immediate Reaction
Environmental Impact
VW's Crisis Response and Communications
What Research Tells Us About Crisis Companies with Previously Strong Reputations
Customer Reaction in the Wake of the Scandal
Research Results: Customer Reaction to Compensation Offers
Key Learnings from the Dieselgate Case Study
References
10. Iceland Foods: Rang Tan and the palm oil alarm call
Background
Iceland's history of disruption
A new generation of sustainable leadership
The campaign plan and activation
Palm oil and the imperative to act
Situation analysis and campaign direction
Activity planning: evidence, advocacy, and assets
Phase one of the campaign: launch
Phase one amplification
Reaction to the launch
Phase two of the campaign - Rang Tan
Phase two amplification
Immediate reaction
Campaign evaluation
Budget
Media metrics
Brand perspective
Lobbying impact
Surprises
Lessons learned
Speed of communications needed for transparency
The power of storytelling
Unexpected partnerships
The behaviour of powerful lobbies
The unintended consequences of going viral
Improvise, adapt, and overcome
Notes
11. The M.O.M. Squad: PR Transforms Diverse Micro-Influencers into the World's First Team of Pregnant Comic Book Superheroes
Executive Summary
Situation Analysis
Primary and Secondary Research
Planning
Execution
Evaluation
Lessons Learned
References
12. Let's Grab a Coffee: A Return to Public Relations Basics
Introduction
Background
Public Relations: Returning to the Basics
Delta Cafés
Delta Cafés DNA: Sustainability
Challenge: A New Era, the Same DNA
Communication Strategy
Public Event - Sharing the Future: Commitment and Sustainability
Sustainability Report - "Our Sustainability, Our Future"
Media Relations
Results
Lessons Learned
References
13. Initiative Angels
Summary
Context
Strategy
Actions
Results
Lessons Learned
Reference
Index
