Public Relations Case Studies from Around the World

Judy VanSlyke Turk (PhD, APR, Fellow PRSA) is a professor emerita in the Richard T. Robertson School of Media and Culture at Virginia Commonwealth University. She is co-author of This Is PR: The Realities of Public Relations. She received the Pathfinder Award in 2005 from the Institute of Public Relations in recognition of lifetime research and publications, the Educator Mentorship Award from the Plank Center for Public Relations Leadership in 2013, and was named Educator of the Year by the Public Relations Society of America (PRSA) in 1992. Jean Valin (BA, APR, Fellow CPRS) is a senior executive practitioner and a founding member of the Global Alliance for Public Relations and Communication Management. He has received several awards, among them the David Ferguson Award for Outstanding Contributions to Public Relations Education from the Educators Academy of the Public Relations Society of America (PRSA). In 2013–2014 he was co-chair of the Commission on Public Relations Education. John Paluszek (APR, Fellow PRSA) is senior counsel at Ketchum, specializing in reputation management and corporate social responsibility. Past chair of the Global Alliance for Public Relations and Communication Management and past national president of the Public Relations Society of America, he is the recipient of the 2010 PRSA Atlas Award, conferred for lifetime achievement in international public relations.

Contents: Don Stacks/Donald K. Wright/Shannon A. Bowen: IBM’s Smarter Planet Initiative: Building a More Intelligent World – Bill Proud/Robina Xavier: Movember: Growing Moustaches for a Global Focus on Men’s Health – Valentina Martino/Alessandro Lovari: Enel’s 50 years of Energy, Millions of Moments – Chun-Ju Flora Hung-Baesecke: Starbucks’ Global Month of Service – Finn Frandsen/Winni Johansen: Coop Denmark and Africa: Development Through Trade – Barbara Desanto: Costa Rica Develops an Ecotourism Paradise – Katerina Tsetsura: The «Free Silva» Justice Campaign: Convincing Iran Through Advocacy – Vilma Luoma-Aho, Laura Kolbe: Creating a National Brand for Finland: «Consider It Solved!» – Hongmei Shen: Dynam Goes Public: Financial Relations Success for Pachinko Gaming – Alan R. Freitag/Jacek Trébecki/Katarzyna Konieckiewicz: The Poznan «Fan Zone»: Building Identity for a City and a Nation Through Sport – André Manning/Betteke Van Ruler: Measurement That Matters: Systematic Assessment at Philips – Gaelle Picherit-Duthler/Inka Stever: Through Social Eyez: Measuring Etisalat’s Social Media in the Middle East – Melanie Palmer/Margalit Toledano: Kiwis and a National Economy in Crisis: The New Zealand Kiwifruit Industry Responds – Koichi Yamamura: Yamato Employees Lead Response to Earthquake Relief Efforts – Kiranjit Kaur: Addressing Ethnic Tensions: Registering Stateless Malaysian Indians Dejan Vercic: Let’s Clean Slovenia in a `One Day’! – Chris Skinner: The Vote for Table Mountain: A `New 7th’ Wonder of Nature Site.