Applied Public Relations - 2nd edition

Summary: Table of Contents (Boldface represents new material)Professional Insight: The Management Champion of Social ResponsibilityDr. James Grunig, professor of public relations emeritus, University of MarylandApplied Public Relations: Maintaining Mutually Beneficial Systems of Stakeholder RelationshipsProfessional Insight: The Case for CharacterRon Arp, senior vice president, corporate communications, Nautilus Inc.Stakeholders: EmployeesGM trims its workforce and operationsSouthwest Airline ...show mores employees star in Airline reality TV programTeamsters Deliver Public Support During the UPS StrikeBlogging in the corner office and the cube farmCase of the Misfired MemoProfessional Insight: Your REAL Job DescriptionLisa Owens, vice president of public relations, Regnier ValdezIII. Stakeholders: CommunitiesThe Company for Women Pledges SupportCharitaBulls Help Others Win At Life''Walking the Talk'' - DuPont's Land Legacy Program Donates 16,000 Acres to The Conservation FundHabitat for Humanity: Building Corporate Bridges and Affordable HousesCommunity Service Constitutes Core Competency of TimberlandProfessional Insight: A Lesson: Advertising and Public Relations Can Work in HarmonyAnne Sceia Klein, APR, Fellow PRSA, president, Anne Klein Communications Group LLCStakeholders: Consumers11. ''Would You Like Your Taco With or Without Pesticide Today?''12. Wendy's recovers from chili fraud attempt13. Bausch & Lomb recalls lens cleaner linked to eye infections14. Chevron puts pump price in perspective15. Warner Bros. (and Others) Are Wild About HarryProfessional Insight: Public Relations in the iPod GenerationRichard D. French, president and chief executive officer, French/West/VaughanStakeholders: Media16. Media Interest in Transplant Drama Evokes Anxiety in Health-Care Professionals17. Paranoia at Hewlett-Packard: Investigating the media and media relations18. Bishops, Priests and Reporters: The Catholic Church and Media Coverage of Sex-Abuse Scandals19. Wal-Mart Adopts New Strategy to ...show less