Public relations cases / Jerry A. Hendrix, Darrell C. Hayes.

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