Public Relations Cases : International Perspectives.
Danny. Moss
Bok Engelsk 2010 · Electronic books.
| Omfang | 1 online resource (209 pages)
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| Utgave | 2nd ed.
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| Opplysninger | Book Cover -- Title -- Copyright -- Contents -- Figures -- Notes on contributors -- Introduction -- 1 Take a look at my giraffe: Promoting Chester Zoo -- 2 Jane's Ride Across America -- 3 Kerala, God's Own Country: From backwaters to one of the ten paradises on earth -- 4 LG Mobile: Utilizing the blogosphere to increase buzz and drive positive sentiment of mobile phones -- 5 Enacting corporate citizenship in Korea: Novartis Korea's five-generation families campaign -- 6 Taking the time to listen, learn and act: An example of complex international dialogue -- 7 Setting up an effective press office for a professional body -- 8 Managing the evolution of an agency to meet the needs of a digital media environment -- 9 John Smith's 'The People's Franchise': John Smith's People's Race and John Smith's People's Darts -- 10 Remembering The Few -- 11 When PR meets marketing: On the intraorganizational challenges in the implementation of integrated communication -- 12 Public relations model of a socially responsible company: Case study of Coca-Cola Beverages Hrvatska -- 13 The Bolton brand: Place branding as an alternative approach to local authority corporate identity -- 14 Chimney Pot Park: When a sales launch event became the news! -- Index.. - 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.
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| ISBN | 9780203088982
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