BookPDF Available

Public Relations Case Studies from around the World - 2nd edition

Authors:
Jean Valin
Jean Valin
Judy vanSlyke Turk
Judy vanSlyke Turk
Judy vanSlyke Turk
  • This person is not on ResearchGate, or hasn't claimed this research yet.
Download full-text PDF
Read full-text
Download citation
Content uploaded by Jean Valin
Author content
All content in this area was uploaded by Jean Valin on Sep 28, 2017
Content may be subject to copyright.
The case studies in this book, many of which have won naonal or internaonal
awards, represent an impressive scope of public relaons pracce—from public
diplomacy to corporate social responsibility to crisis communicaons to social
jusce issues and special events. These chapters take a significant step toward
overcoming the dearth of published case studies in public relaons beyond North
America. Wrien by established scholars and professionals who had access to some
of the world’s most intriguing and influenal cases of organizaonal
communicaon, these studies will be of tremendous interest to all who teach, study,
and pracce public relaons around the world.
Judy VanSlyke Turk is a professor emerita in the Richard T. Robertson School of
Media and Culture at Virginia Commonwealth University. She received the
Pathfinder Award in 2005 from the Instute of Public Relaons in recognion of
lifeme research and publicaons, the Educator Mentorship Award from the Plank
Center for Public Relaons Leadership in 2013, and was named Educator of the Year
by the Public Relaons Society of America (PRSA) in 1992.
Jean Valin, APR, Fellow CPRS, Honorary Fellow CIPR, is Principal at Valin Strategic
Communicaons in Chelsea, Canada, and a founding member of the Global Alliance
for Public Relaons and Communicaon Management. He has received several
awards, among them the David Ferguson Award for Outstanding Contribuons to Public Relaons Educaon from the
Educators Academy of the Public Relaons Society of America (PRSA) and the President’s medal from the Chartered
Instute of Public Relaons in the United Kingdom. In 2013–2014 he was co‐chair of the Commission on Public Relaons
Educaon. He has led several global projects that resulted in the adopon of global standards for public relaons.
“I feel free to praise it unabashedly. It is not enough to say that this text is a fine accomplishment. It is, in a word, a gem.”
—Larissa Grunig, PhD, Professor Emerita University of Maryland
"It builds on the success of the first edion, which has been used in several universies throughout the world to teach
how public relaons is pracced."
—Gregor Halff, 2016–2017 Chair, Global Alliance for Public Relaons and Communicaon Management
"The editors set out to uniquely provide a text solely dedicated to internaonal case studies. They have been highly
effecve in doing so, and their second edion brings fresh, contemporary content."
—Sandra Duhé, Ph.D.; MBA; APR; Fellow, PRSA
Peter Lang Publishing, Inc. | International Academic Publishers
29 Broadway, 18th Floor, New York, NY 10006
[p] 800-770-LANG (in the US) or 212-647-7706 | [f] 212-647-7707
customerservice@plang.com | www.peterlang.com | @peterlangusa | peterlangusamediacommunication
Public Relations Case Studies from Around the World—2nd Edition
JUDY VANSLYKE TURK AND JEAN VALIN | 2017 | XX, 386 PP.
USD $64.95 | 978‐1‐4331‐3454‐8 (pb) | 978‐1‐4331‐4551‐3 (ebook PDF) | 978‐1‐4331‐4552‐0 (ePUB)
To order, contact:
Please see reverse for addional informaon
Part 1—Case studies in Global campaigns
Chapter One:
Volkswagen emission scandal: an example of bad public
relaons on a global scale and the “defeat device” that
defeated a reputaon
Contributors: Don Wright, Don Stacks, Shannon Bowen.
Chapter Two:
Chile becomes a world player in the wine industry: The
legend of “Casillero del Diablo”
Contributors: Juan Carlos Modella, Francisco Solanich
Part 2—Case studies in Corporate Social Responsibility
Chapter Three:
Cargill’s Indonesian palm oil sustainability program
Contributors: Zifei Fay Chen, Don W. Stacks, Ph.D.,Yi Grace
Ji, Bo Ra Yook
Chapter Four:
Sharing ‘ Made in Italy’: Intesa Sanpaulo bank’s cultural
communicaon around World expo 2015
Contributors: Valenna Marno, Alessandro Lovari
Part 3—Cases in Public diplomacy
Chapter Five:
Japan is back: the internaonal public relaons of the
second Abe administraon
Contributors: Koichi Yamamura, Masamichi Shimizu, Nancy
Snow
Chapter Six:
Ukraine: The ‘Open for U’ promoonal campaign and
naon re‐branding aer the Euromaidan
Contributors: Dariya Orlova, Katerina Tsetsura
Part 4—Cases in measurement and reputaon research
of public relaons
Chapter Seven:
How the Atlanc City Alliance found the Holy Grail of PR: A
real‐me integrated and aconable measurement system
Contributor: Kae Paine
Chapter Eight:
The impact of corporate reputaon on behavior:
AkzoNobel and Zurich Insurance
Contributors: Sandra Macleod, John A. McLaren, Kevin
Money
Chapter Nine:
‘Stoner Sloth’: Lessons from Evaluaon of Social Media and
Virality
Contributors: Jim Macnamara, Gail Kenning
Part 5—Cases in Crisis communicaons
Chapter Ten:
#indeepsorrow: Luhansa’s agile crisis communicaon
during and aer the crash of Germanwings flight 4U9525
Contributors: Swaran Sandhu, Simone Huck‐Sandhu
Chapter Eleven:
The African Union Commission’s mulnaonal Ebola
campaign’s localizaon strategies
Contributors: Toluwani C. Oloke, Juan Carlos Molleda
Part 6—Cases addressing naonal opportunies
Chapter Twelve:
It’s all in the name: the story of the campaign for marriage
equality in Ireland
Contributor: John Gallagher
Chapter Thirteen:
Communicang food safety in the highly mulcultural
country of Kuwait
Contributors: Mariam F. Alkazemi, Fahed Al‐Sumait, Crisna
Navarro
Chapter Fourteen:
Mead Johnson: Infant Formula to Make a Difference in
China
Contributors: Chun‐ju Flora Hung‐Baesecke, Xiaohong
Chen, Xiaodong Yin
Chapter Fieen:
The GST Campaign: Convincing Malaysians to accept a new
taxaon system
Contributor: Kirajit Kaur
Chapter Sixteen:
Restoring confidence in a global company and a healthcare
brand in Brazil: The Bayer Jovens youth educaon
campaign
Contributors: Paulo Nassar, Terrance (Terry) Flynn
Chapter Seventeen:
Reaching for the stars: The launch of the UAE space agency.
Contributors: Inka Stever, Gaelle Picherit Duthler
Chapter Eighteen:
A Taste of Harmony: Awareness and celebraon of cultural
diversity in Australian workplaces.
Contributors: Ingrid Larkin, Robina Xavier
Peter Lang Publishing, Inc. | International Academic Publishers
29 Broadway, 18th Floor, New York, NY 10006
[p] 800-770-LANG (in the US) or 212-647-7706 | [f] 212-647-7707
customerservice@plang.com | www.peterlang.com | @peterlangusa | peterlangusamediacommunication
To order, contact:
Table of Contents
... Asquer (2012) writes that public relations activities, among several tasks, are "focused on tackling a particular issue arising from opportunities or threats from the environment, using either a proactive or reactive stance." While modern public relations embrace many different activities (Turk, Valin & Paluszek, 2014), an important function is to create, maintain and (if needed) repair a public perception of legitimacy and trust that is a foundation for a license from society to operate. Patriotta, Gond and Schultz (2011) suggest that legitimacy is created, maintained and repaired through an ongoing process in which an actor such as a corporation is scrutinized by multiple stakeholders in a public arena, and therefore that actor manipulates logic in order to justify its activities. ...
From public relations to corporate public diplomacy
Article
Full-text available
  • Apr 2017
  • PUBLIC RELAT REV
This paper illustrates several factors that make corporate public diplomacy a fundamentally different approach to activities that aim at legitimacy alone. A case study of a suspended Chinese hydropower project (i.e., the Myitsone Dam) in northern Myanmar is presented to address the functional differences and their implications for corporate practice. In particular, it illustrates how public resistance can prevent the success of direct foreign investments despite favorable agreements with host governments; also, it shows that corporate public diplomacy can be used to develop sustainable win–win solutions supported by the general public. While existing research suggests that an important function of public relations is to create a perception of legitimacy and that the hope of economic and commercial public diplomacy is to create a perception of attractiveness among the public in foreign countries, this paper suggests that the concept of corporate public diplomacy – that is, collaboration with the general public in a host country through negotiations directly with civic society – should be considered a supplement to other forms of corporate diplomacy.
View
View
ResearchGate has not been able to resolve any references for this publication.