Cases in Public Relations Management

Patricia Swann, former dean of the School of Business and Justice Studies, is an associate professor of public relations and journalism at Utica College. She is the assistant director of the Raymond Simon Institute for Public Relations and Journalism and the past head for the Public Relations Division of the Association for Education in Journalism and Mass Communication. She has 20 years of experience in the public relations and journalism industries and has garnered numerous awards for her work.

Preface  Chapter 1: A Brief Introduction to Public Relations  Introduction  Chapter 2: Ethics and the Law Introduction  1. What Would You Do?  2. City Utility or Cash Cow? Top Agency Accused of Overbilling City  3. In Washington, I’m Karen Ryan Reporting: When Is a "Reporter" Not a Reporter?  Chapter 3: Corporate Social Responsibility  Introduction  4. Food for Thought: Pig Stalls Become Focal Point of Animal Rights Debate  5. 5. Apple iProblem: Subcontractor Worker Issues Bring Negative Attention  6. Developing Wines with a Conscious: South African Wine Industry Confronts Societal Issues  Chapter 4: Media Relations  Introduction  7. Super-Sized Soda Fight: Debating the Link between Sugary Drinks and Obesity  8. Face Value: Face Transplant Surgery Balances Privacy, Ethics and Publicity  9. Texas-Sized Attention: School District’s $60 Million Stadium Attracts Media  10. 10. Two Employees with a Video Camera: Social Media and a Damaged Global Domino’s Brand  Chapter 5: Conflict Management  Introduction  11. Lean Finely Textured Ground Beef or Pink Slime? Consumers Ask: “What is this Stuff?”  12. The Politics of Pink: Susan G. Komen for the Cure Steps into Partisan Minefield  13. Deepwater Horizon Blowout: Rehabilitating a Reputation after a Catastrophic Spill  Chapter 6: Activism  Introduction  14. Beyond Disgusting: Bacteria-Fighting Mom Takes on Restaurant Play Areas  15. Guitar Hero Strikes a Chord: Social Media Teaches Customer Service Lesson  16. Break the Silence: Make the Call. Reaching Out to Victims and Families of Domestic Violence  17. Secret Video Captures Chicken Abuse: Animal Activist Group Targets Company  Chapter 7: Consumer Relations  Introduction  18. The Five Seasons of Salem: A City Hunts for Something More than Witches  19. Getting Away from It All: Trade Association Sells Affordability and Convenience  20. Making the Potato Top of Mind: Consumer Research Connects “Linda” to Potatoes  21. Sony Playstation: It Only Does Everything (Except Protect Private Data and Communicate Effectively)  22. Kryptonite: Radioactive Publicity: Crisis Response in an Instant Internet World  Chapter 8: Entertainment and Leisure  Introduction  23. Penn State Fumbles: Child Abuser Operates Undetected in Happy Valley  24. Rush to Judgment: Advertisers Flee Conservative Radio Show after Crude Remarks  25. Tabloid Tiger: Scandal Derails Storied Career  26. What Price the Regal Reputation? Protecting the Royal Investment from Scandal  Chapter 9: Community Relations  Introduction  27. I’m Watching You: School Issued Laptop “Spycam” Invades Privacy Rights  28. It’s the Real Thing: Protest at the Jewish Museum  29. Hallmark Writers Tour: Connecting Employees with their Hometown Audience  Chapter 10: Cultural Considerations  Introduction  30. Quaran Burning: Cultural Insensitivity Leads to Deaths and Multiple Apologies  31. Fukushima Nuclear Meltdown: A Disaster “Made In Japan”  32. Containing the Deadly Marburg Virus: Taking a Culturally-Based Communication Approach  33. Shark Fin Soup: Hong Kong Disneyland Loses Magic for Some  Chapter 11: Financial Communication and Investor Relations  Introduction  34. Paychex, Inc. Sees Big Pay-Off in First Investor Day  35. Best Buy Fights for Survival: Company Strives for Relevancy in an eCommerce World  36. "A Plate of Black Beauty"? Burger King Worldwide Deals with Horsemeat Reports