Public Relations Case Studies (Fourth Edition) (Fourth Edition)

Author: Hendrix
Publisher:
Publish Date: 1998-10-06
Features: This book clearly elaborates a set of public relations guiding principles, accompanied by 25 positive case studies that illustrate these principles, thereby providing a blueprint for effective management and practice. To make the content more comprehensive, the book also includes two typical case studies of failed public relations. The book begins with an overview of the public relations process, introducing the ROPE model for public relations interaction (R, Research; O, Objectives; P, Planning; E, Evaluation), which guides the public relations process. The second part organizes the content around the audience-centered principle of public relations, while the third part discusses crisis public relations. Each section begins with an overview, followed by successful case studies and some failed public relations activities presented in the order of planning, execution, and evaluation.