TY - BOOK AU - Hendrix,Jerry A. AU - Hayes,Darrell C. TI - Public relations cases / SN - 9780495567783 U1 - 659.2 HEN PY - 2010/// CY - Boston, MA : PB - Wadsworth CENGAGE Learning, KW - Public relations KW - United States KW - Case studies KW - Publicity N1 - Includes bibliographical references and index; Table of Contents PREFACE xv ABOUT THE AUTHORS xix PART I Solving Public Relations Problems 1 1 Public Relations in Action 2 Process 2 Cases 4 New Technology 4 Ethics 6 The Overall Plan of This Book 8 2 A Public Relations Process 11 Research 11 Client Research 11 Opportunity or Problem Research 12 Audience Research 13 Research Methods 14 Objectives 23 Output Objectives 25 Impact Objectives 25 Programming 28 Theme and Messages 28 Action(s) or Special Event(s) 29 Uncontrolled and Controlled Media 31 Effective Communication 31 Evaluation 39 Evaluating Informational Objectives 39 Evaluating Attitudinal Objectives 39 Evaluating Behavioral Objectives 40 Evaluating Output Objectives 40 Summary 40 PART II Reaching Major Audiences 45 3 Media Relations 46 Research 46 Client Research 46 Opportunity or Problem Research 47 Audience Research 47 Objectives 49 Impact Objectives 49 Output Objectives 50 Programming 50 Theme and Messages 50 Action(s) or Special Event(s) 51 Uncontrolled Media 51 Controlled Media 54 Effective Communication 55 Evaluation 56 Evaluating Impact Objectives 56 Evaluating Output Objectives 56 Summary 56 Media Relations Cases 61 CASE 3-1 Setting the Stage: 2005 CMJ Rock 61 Hall Music Fest CASE 3-2 The Abraham Lincoln Presidential 67 Museum Opening CASE 3-3 Dinosphere: Now You're in Their 77 World Media Relations Campaign 4 Internal Communications 89 Employee Relations 89 Research 89 Client Research 89 Opportunity or Problem Research 90 Audience Research 90 Objectives 91 Impact Objectives 91 Output Objectives 91 Programming 92 Theme and Messages 92 Action(s) or Special Event(s) 92 Uncontrolled and Controlled Media 92 Effective Communication 93 Evaluation 93 Summary 93 Employee Relations Cases 97 CASE 4-1 Excellence in Ethics: The 97 Armament and Technical Products Ethics Campaign CASE 4-2 Mooving to a New Way of 102 Communicating to Power Difficult Change at Dean Foods CASE 4-3 Be Heard™: Building a Meaningful 111 Brand Member Relations Cases 123 CASE 4-4 Fraternal Order of Eagles 123 Increases Understanding and Awareness CASE 4-5 First Do No Harm 131 5 Community Relations 138 Research 138 Client Research 138 Opportunity or Problem Research 139 Audience Research 139 Objectives 140 Impact Objectives 140 Output Objectives 141 Programming 141 Theme and Messages 141 Action(s) or Special Event(s) 141 Uncontrolled and Controlled Media 142 Effective Communication 142 Evaluation 143 Summary 143 Community Relations Cases 146 CASE 5-1 Tyson Foods Powers the Fight 146 Against Hunger CASE 5-2 "Descubre el Regalo que llevamos 159 dentro": Discover the Gift Inside Tour CASE 5-3 Boost Mobile RockCorps 168 6 Public Affairs and Government Relations 176 Research 176 Client Research 176 Opportunity or Problem Research 177 Audience Research 177 Objectives 179 Impact Objectives 179 Output Objectives 179 Programming 179 Theme and Messages 180 Action(s) or Special Event(s) 180 Uncontrolled and Controlled Media 185 Effective Communication 185 Evaluation 187 Evaluating Impact Objectives 187 Evaluating Output Objectives 187 Summary 188 Public Affairs and Government Relations 191 Cases CASE 6-1 Keep Medicare's Promise: Stop 191 Medicare Cuts to Doctors CASE 6-2 Giving Legislators a Role in 199 Correcting California's Childhood Obesity Crisis CASE 6-3 Save Flipper: Don't Kill the 213 Dolphin Deadline 7 Investor and Financial Relations 221 Research 221 Client Research 222 Opportunity or Problem Research 222 Audience Research 222 Objectives 222 Impact Objectives 223 Output Objectives 223 Programming 223 Theme and Messages 223 Action(s) or Special Event(s) 224 Uncontrolled and Controlled Media 224 Effective Communication 225 Evaluation 225 Summary 225 Investor Relations Cases 228 CASE 7-1 Pacific Ethanol: Creating an 228 Industry Leader CASE 7-2 Improved Connections to 237 Investors: Only Clear Signs from Alaska Communications CASE 7-3 Spartan Motors 2006 Investor 245 Relations Program 8 Consumer Relations 256 Research 256 Client Research 256 Opportunity or Problem Research 257 Audience Research 257 Objectives 257 Impact Objectives 257 Output Objectives 258 Programming 258 Theme and Messages 258 Action(s) or Special Event(s) 258 Uncontrolled and Controlled Media 259 Effective Communication 259 Evaluation 260 Summary 260 Consumer Relations Cases 263 CASE 8-1 Improving Patient Care with 263 Cranberries' Round-the-Clock Bacteria Protection CASE 8-2 Papa, What's Next? Text! Papa 275 John's Pizza First with Text Ordering Option CASE 8-3 Hallmark Sound Card Product 284 Launch: Sweet Music! CASE 8-4 Nicorette Fruit Chill's Smoking 292 Cessation Challenge 9 International Public Relations 304 Research 304 Client Research 304 Opportunity or Problem Research 304 Audience Research 304 Objectives 306 Impact Objectives 306 Output Objectives 306 Programming 306 Theme and Messages 306 Action(s) or Special Event(s) 307 Uncontrolled and Controlled Media 307 Effective Communication 307 Evaluation 309 Summary 309 International Public Relations Cases 312 CASE 9-1 Holding Out for a Hero: NXP Revs 312 Up the Semiconductor Industry CASE 9-2 The Electronic Product Code: 324 From Concept to Commercialization in One Year 10 Relations with Special Publics 334 Research 335 Client Research 335 Opportunity or Problem Research 335 Audience Research 335 Objectives 336 Impact Objectives 336 Output Objectives 337 Programming 337 Theme and Messages 337 Action(s) or Special Event(s) 337 Uncontrolled and Controlled Media 338 Effective Communication 338 Evaluation 338 Summary 339 Special Publics Cases 342 CASE 10-1 Teaching Teens Love Is Not Abuse 342 CASE 10-2 Bringing Homeowners Back from 357 the Brink PART III Emergency Public Relations 365 11 Emergency Public Relations 366 Research 366 Client Research 366 Opportunity or Problem Research 366 Audience Research 367 Objectives 367 Programming 367 The Public Relations Headquarters 368 The Media Information Center 370 Uncontrolled and Controlled Media 370 Effective Communication 371 Evaluation 371 Summary 371 Emergency Public Relations Cases 375 CASE 11-1 LSU: Managing Crisis 375 Communications Through Hurricane Katrina CASE 11-2 The 2006 E. coli 0157:H7 384 Outbreak in Spinach PART IV Integrated Marketing Communications 393 12 Integrated Marketing Communications 394 Research 395 Client Research 395 Opportunity or Problem Research 395 Audience Research 395 Objectives 396 Impact Objectives 396 Output Objectives 397 Programming 397 Effective Communication 398 Evaluation 398 Summary 398 Integrated Marketing Communications Cases 401 CASE 12-1 A Fashionable Red Alert Warns 401 Women of the Heart Truth CASE 12-2 Thrivent Financial Helps Its 416 Members Thrive in Retirement CASE 12-3 Rediscovering Kansas City's 426 "Cowtown" APPENDIX I: QUESTIONS FOR CLASS DISCUSSION AND 435 CASE ANALYSIS APPENDIX II: PRSA MEMBER CODE OF ETHICS 2000 437 INDEX 445 ER -