Applied Public Relations: Cases in Stakeholder Management

Applied Public Relations: Cases in Stakeholder Management

Applied Public Relations: Cases in Stakeholder Management

Applied Public Relations: Cases in Stakeholder Management

Synopsis

Applied Public Relations: Cases in Stakeholder Management provides readers with the opportunity to observe and analyze how contemporary businesses and organizations interact with key groups and influences. Through the presentation of cases covering a wide variety of industries, locations, and settings, authors Larry F. Lamb and Kathy Brittain McKee examine how real organizations develop and maintain their relationships, offering valuable insights into contemporary business and organizational management practices. The cases included here illustrate both specific public relations campaigns and broader business and organizational practices that have public image or public relations implications. Some detail positive, award-winning practices, while others demonstrate practices that were less successful. The cases enable readers to consider explicit public relations choices as well as to analyze and assess the impact of management decisions on relationships with key stakeholders, whether they were designed, implicit, or even accidental. In addition to the cases, each chapter offers an overview of principles associated with relations with a particular stakeholder group and is supplemented with suggestions for additional readings. Reflection questions are offered to prompt thinking and focus discussion. Throughout the text, guest commentaries from leading practitioners and scholars answer questions about the best practices in contemporary public relations. Lamb and McKee have placed special emphasis on public relations as a strategic management function that must coordinate its planning and activities with several organizational units--human resources, marketing, legal counsel, finance, and operations, among others. A commitment to the ethical practice of public relations underlies the book, and students are challenged not only to assess the effectiveness of the practices outlined, but also to understand the ethical implications of those choices. With its practical orientation and scope, Applied Public Relations is an appropriate and useful text for courses on public relations management, public relations cases and campaigns, and business management or integrated communication management.

Excerpt

Applied Public Relations: Cases in Stakeholder Management offers readers the opportunity to observe and analyze the manner in which contemporary businesses and organizations interact with key groups and influences. a basic assumption of the text is that principles of best practice may best be learned through examining how real organizations have chosen to develop and maintain relationships in a variety of industries, locations and settings.

We seek to offer readers insights into contemporary business and organizational management practices. Some of the cases detail positive, award-winning practices, while others provide an overview of practices that may have been less successful. Some target specific public relations campaigns; others offer evidence of broader business and organizational practices that had public image or public relations implications. Readers should be prompted not only to consider the explicit public relations choices but also to analyze and assess the impact of all management decisions on relationships with key stakeholders, whether they were designed or implicit or even accidental.

Preprofessional programs in schools of business, law, and medicine commonly include case-study courses because they encourage students to use both deductive and inductive reasoning to sort through the facts of situations, propose alternatives, and recommend treatments or solutions. For the same reason, academic programs in public relations usually offer courses that teach reputation and relationship management through the case-study method. in fact, the Commission on Public Relations Education specifically recommended the use of case-study teaching to provide undergraduates with a bridge between theory and application.

The strategic use of public relations is expanding in business, government, cultural institutions, and social service agencies. According to the U. S. Bureau . . .

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