This is a collection of contemporary international public relations case studies which examine the effective use of public relations in a range of organizational contexts. The cases examined demonstrate the breadth of contemporary public relations practice and the increasing importance and sophistication of the public relations function in both public and private sector organizations. Case studies from the UK, Norway, Spain, Sweden, South Africa, Canada and the USA offer insights into the development of PR and communication strategies. These include: corporate identity change and management; global reputation management; crisis management in the oil and shipping industries; exploiting strategic alliances between voluntary and the private sector organisations; public relations support for international branding and market entry; the importance of internal communications during international mergers; the integration of public relations and marketing communications in the SME sector; business to business communications in the European food market; and communicating across cultures using international web sites.
Table of Contents
Chapter One: Introduction: The International and Strategic Context Chapter Two: Shell: Managing a Corporate Reputation Globally Chapter Three: Commission for Racial Equality Chapter Four: BBC America Chapter Five: Perkins Foods Chapter Six: Internal Communications for Clarica Life Chapter Seven: Barlows - Restructuring a South African Conglomerate Chapter Eight: Using Internal Research to Ensure a Merger's Success: PriceWaterhouseCoopers Merger Chapter Nine: Tine Norske Meirier (The Norwegian Dairy Association): An Internal Communications Case Chapter Ten: Kerr-MeKee's Internal Response to an International Crisis Chapter Eleven: The Estonia Disaster: A Lesson in Crisis Management Chapter Twelve: BSE Crisis Chapter Thirteen: The Aftermath of Crisis: the Oklahoma City Bombing Site Becomes an International Memorial Chapter Fourteen: Paradise Lost and Restored: Florida and the 1992-1993 Tourist Murders Chapter Fifteen: Public Communications Campaign for the Environmental Development Fund in Slovenia (1996-1997) Chapter Sixteen: Fase: A Strategic Alliance between the Voluntary and Private Sector in Spain Chapter Seventeen: Taking on the Trafford Centre: Town Centre Management's Response to out of Town Shopping Development Chapter Eighteen: W. Moorcroft plc: The Strategic Role of Marketing Communications and Public Relations within an SME Chapter Nineteen: The Touring Marketing Bureau Chapter Twenty: Worldcom- Global Affiliates with Local Control Chapter Twenty One: Marks and Spencer Plc: A Crisis of Confidence.
Danny Moss is co-Director of the Centre for Corporate and Public Affairs at Manchester Metropolitan University, and course leader for the University's Master's Degrees in Public Relations.Barbara DeSanto is Assistant Professor at the School of Journalism and Broadcasting, Oklahoma State University, where she teaches graduate and undergraduate public relations courses. She has also developed an international public relations seminar which she teaches annually in London.