Public Relations Cases: International Perspectives

Description

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. 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