Public Relations Cases: International Perspectives

This unique collection of contemporary international public relations case studies gives the reader in-depth insight into effective public relations practice in a range of organizational contexts. The cases demonstrate the breadth of modern public relations practice and the increasing importance and sophistication of this function both in public and private sector organizations.

This second edition of Public Relations Cases builds on the success of the previous edition to offer new insights into the changing face of contemporary public relations and the development of PR and communication strategies. The book also examines:


The use of social media and blogging as a communications medium

The growing importance of corporate social responsibility programmes

Local authority identity change

High profile international charitable fundraising

Sports sponsorship

Property sector PR
Featuring cases from around the world, including the UK, India, Korea, Demark, Croatia and the US, this book is an invaluable resource for teachers, researchers and students working in public relations, corporate communication and public affairs.

Table of Contents
1. Introduction: The International and Strategic Context 2. Shell: Managing a Corporate Reputation Globally 3. Commission for Racial Equality Chapter Four: BBC America 5. Perkins Foods 6. Internal Communications for Clarica Life 7. Barlows - Restructuring a South African Conglomerate 8. Using Internal Research to Ensure a Merger's Success: PriceWaterhouseCoopers Merger 9. Tine Norske Meirier (The Norwegian Dairy Association): An Internal Communications Case 10. Kerr-MeKee's Internal Response to an International Crisis 11. The Estonia Disaster: A Lesson in Crisis Management 12. BSE Crisis 13. The Aftermath of Crisis: The Oklahoma City Bombing Site Becomes an International Memorial 14. Paradise Lost and Restored: Florida and the 1992-1993 Tourist Murders 15. Public Communications Campaign for the Environmental Development Fund in Slovenia (1996-1997) 16. Fase: A Strategic Alliance between the Voluntary and Private Sector in Spain 17. Taking on the Trafford Centre: Town Centre Management's Response to out of Town Shopping Development 18. W. Moorcroft plc: The Strategic Role of Marketing Communications and Public Relations within an SME 19. The Touring Marketing Bureau 20. Worldcom- Global Affiliates with Local Control 21. Marks and Spencer Plc: A Crisis of Confidence


Bio
Danny Moss is Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University, UK, and programme leader for the university's Master's Degree in International Public Relations.

Melanie Powell is a Senior Lecturer of Public Relations at Manchester Metropolitan University, UK, and programme leader for the university’s CIPR Diploma.



Barbara DeSanto is Professor and Director of the Communication Program at Maryville University, St. Louis, USA.