Table of Contents
Preface xi
Chapter 1 A Brief Introduction to Public Relations 1
Chapter 2 Ethics and the Law 18
1 What Would You Do? 21
2 Chocolate Milk Study's News Release Brings Unwanted Attention 24
3 Disclosure Is Always in Style 34
4 Product Packaging for e-Liquids 44
Chapter 3 Corporate Social Responsibility 48
5 Food for Thought: Pig Stalls Become Focal Point of Animal Rights Debate 52
6 Apple iProblem: Subcontractor Worker Issues Bring Negative Attention 75
7 Developing Wines With a Conscience: South African Wine Industry Confronts Societal Issues 91
Chapter 4 Media Relations 103
8 #ChevyGuy Knows His #TechnologyAndStuff: Social Listening With Nimble Marketing Pays Big Dividends 112
9 When Every Drop Counts: ALS Ice Bucket Challenge Floods Nonprofit With Cash 121
10 Face Value: Face Transplant Surgery Balances Privacy, Ethics, and Publicity 134
11 Domino's Pizza: Regaining Customer Trust After Employee Prank 148
12 The Largest State-Owned Utility Publicizes Going Digital 158
Chapter 5 Conflict Management 168
13 Flying the Unfriendly Skies: "Coffee, Tea, or a Savage Beating?" 175
14 "Lean Finely Textured Beef" or "Pink Slime"? 190
15 The Politics of Pink: Susan G. Komen for the Cure Steps Into Partisan Minefield 213
16 Deepwater Horizon Blowout: Rehabilitating a Reputation After a Catastrophic Spill 231
Chapter 6 Activism 257
17 Part 1: Blackfish Documentary Mobilizes SeaWorld Activists 262
18 Part 2: SeaWorld Responds With Truth Campaign 278
19 "Beyond Disgusting": Bacteria-Fighting Mom Takes on Restaurant Play Areas 296
20 Guitar Hero Strikes a Chord: Social Media Teaches Customer Service Lesson 312
21 Break the Silence. Make the Call: Reaching Out to Victims and Families of Domestic Violence 320
Chapter 7 Consumer Relations 330
22 Starbucks: Two Men Arrested for Doing … Not Much 333
23 Keep Calm and Carry On, With or Without Chicken 353
24 Making the Potato Top of Mind: Consumer Research Connects "Linda" to Potatoes 361
Chapter 8 Entertainment and Leisure 378
25 Concussions: A Yellow Flag on the NFL 383
26 Penn State Fumbles: Child Abuser Operates Undetected in Happy Valley 403
27 The Five Seasons of Salem: A City Broadens Beyond Halloween Appeal 424
28 Sony PlayStation: It Only Does Everything! (Except Protect Private Data and Communicate Effectively) 436
Chapter 9 Community Relations 451
29 Take 'Em Down NOLA! Civic Activism and Political Leadership Confront the Lost Cause 454
30 I'm Watching You …: School-Issued Laptop "Spycam" Invades Privacy 463
31 "It's the Real Thing": Protest at the Jewish Museum 479
Chapter 10 Cultural and Other Considerations 489
32 Finding Authentic Moments; Avoiding #EpicFails 492
33 Containing the Deadly Marburg Virus: Taking a Culturally Based Communication Approach 503
34 Shark Fin Soup: Hong Kong Disneyland Loses Magic for Some 512
Chapter 11 Financial Communications and Investor Relations 519
35 Initial Public Offering-It's a Snap! 525
36 Part 1: Wells Fargo: "Run It Like You Own It" Leads to Massive Fraud 542
37 Part 2: Wells Fargo: Making Things Right-Putting Actions Behind Words 559
38 Paychex, Inc., Sees Big Payoff in First Investor Relations Day 574
Appendices 579
A Guidelines for Case Study in the Classroom 579
B Case Preparation 583
C Theories of Public Relations, Communication, and Related Theories 587
D Ways Organizations Communicate 591
E Effective Communication Considerations 597
F Organizational Responses 599
G PRSA Member Code of Ethics 603
Index 609
