Sign in to the Instructor Resource Center

This text provides a format for analyzing public relations campaigns and then applies it in 19 case studies written by public relations scholars.

International and Intercultural Public Relations: A Campaign Case Approach uses both the case method and an analysis of public relations campaigns to help students learn to apply concepts of planning, research, and international or intercultural communication to the field of public relations. It is appropriate for general public relations campaigns courses, as well as those specifically focused on intercultural or international public relations.

• Features 19 real-life international or intercultural cases complete with critiques, providing a diverse selection of successful and unsuccessful campaigns for students to learn from and analyze.
• Begins with detailed descriptions of case development techniques, supplying students with a framework for analysis of the cases in the text.
• Describes and demonstrates a system, the ROSTE model, that can be used to critique or develop any public relations campaign, so students can apply their knowledge outside the text or classroom.
• Includes both mass communication and speech communication theories, making it applicable to courses in journalism, public relations, or communication programs.
• Incorporates instructions for case development and critique as well as class discussion and analysis, helping instructors to encourage critical thinking in the classroom.
• Provides suggested readings and bibliographies to facilitate student research projects and reports.

List of Tables and Figures.

Case 1: Corporate Reputation Under Attack: A Case Study of Nike’s Public Relations Campaign to Blunt Negative Perceptions of Its Labor Practices (Ali M. Kanso and Richard Alan Nelson).

Case 2: Más Que Comida, Es Vida—It’s More than Food, It’s Life (Wanda Reyes Velázquez).

Case 3: The International Campaign to Ban Landmines and the Ban Bus Campaign (Norman E. Youngblood).

Case 4: Internal Public Relations in the Post-War Balkans (Virginia Kreimeyer).

Case 5: Protecting Drug Patents in Africa (Michael Parkinson).

Case 6: Competing Community Relations Campaigns in Australia: Public Relations Efforts For and Against a Biosolids Production Facility (Steve Mackey).

Case 7: Global Public Relations in South Korea: A Case Study of a Multinational Corporation (MinJung Sung).

Case 8: The Latvian Naturalization Project (Virginia Kreimeyer).

Case 9: The Bhopal Carbide Disaster: A Lesson in International Crisis Communication (Padmini Patwardhan & Nilanjana Bardhan).

Case 10: Developing and Maintaining the Aljazeera Web Sites (Philip J. Auter).

Case 11: How Public Relations Improved Internal Communication in a Large South African Financial Services Organization (Derina R. Holtzhausen).

Case 12: Image Building in the International Media: A Case Study of the Finlandia Communications Program (Katerina Tsetsura).

Case 13: Avon’s “Kiss Goodbye to Breast Cancer” Campaign in the Philippines (Zenaida Sarabia-Panol).

Case 14: One Tambon-One Product Project (Rosechongporn Komolsevin).

Case 15: The Colombian Coffee Growers’ Association (Juan-Carlos Molleda).

Case 16: Protection of the Environment and People in Nigeria ’s Ogoni Land : A Study of the Practices of Shell and other Multinational Oil Companies (Bolanle A. Olaniran and David E. Williams).

Case 17: St. Jude’s Healthcare Campaign in Brazil (Judy B. Oskam).

Case 18: Burson-Marsteller’s Depression Awareness Campaign in Thailand (Peeraya Hanpongpandh).

Case 19: Public Television in the United States and Croatia: A Comparison of Two Campaigns (Bonita Dostal Neff and Valdo Susac).

International Public Relations  (Mass Communication / Public Relations / Film)

International and Intercultural Public Relations provides a format for analyzing public relations campaigns and then applies it in 19 case studies written by public relations scholars. This text uses both the case method and an analysis of public relations campaigns to help students learn to apply concepts of planning, research, and international or intercultural communication to the field of public relations. It is appropriate for general public relations campaigns courses as well as those specifically focused on intercultural or international public relations.

Features

• Features 19 real-life international or intercultural cases, complete with critiques, providing a diverse selection of successful and unsuccessful campaigns for students to learn from and analyze.
• Begins with detailed descriptions of case development techniques, supplying students with a framework for analysis of the cases in the text.
• Describes and demonstrates the ROSTE model, a system that can be used to critique or develop any public relations campaign, so students can apply their knowledge outside the text or classroom.
• Includes both mass communication and speech communication theories, making them applicable to courses in journalism, public relations, or communication programs.
• Incorporates instructions for case development and critique as well as class discussion and analysis, helping instructors to encourage critical thinking in the classroom.
• Provides suggested readings and bibliographies to facilitate student research projects and reports.

Praise for International and Intercultural Public Relations

“This is an exciting text that I would include in my library and use. It is cutting edge and hits all of the targeted marks that I look for in a text.”
Eric Brown, Canyon College

“This manuscript utilizes a unique concept, ROSTE, to produce national and international campaigns. It has up-to-date national and international cases illustrating the intricacies of successful and unsuccessful campaigns. . . .”
Deborah Menger, University of Texas at San Antonio

For the Mass Communication / Public Relations / Film Discipline

Allyn & Bacon Digital Media Archive for Communication, Version 3.0, 3/E
Allyn & Bacon
©2005   |   Pearson   |   CD-ROM Only; 32 pp   |   Instock
ISBN-10: 0205437095   |   ISBN-13: 9780205437092
Suggested retail price: $0.00Net price: $0.00  (What's this?)

CPS RF Classroom Performance System
eInstruction
©2010   |   Pearson   |   Electronic Supplement   |   Available
ISBN-10: 020577864X   |   ISBN-13: 9780205778645
This online resource is available at no cost.

iClicker Classroom Response System
iClicker & Allyn & Bacon/Longman
©2008   |   Pearson   |   Electronic Supplement   |   Available
ISBN-10: 0205594506   |   ISBN-13: 9780205594504
This online resource is available at no cost.

InterWrite PRS RF (Personal Response System)
InterWrite PRS & Allyn & Bacon/Longman
©2005   |   Pearson   |   Electronic Supplement   |   Available
ISBN-10: 0205436951   |   ISBN-13: 9780205436958
This online resource is available at no cost.

MySearchLab -- Standalone Access Card
Pearson Education
©2010   |   Pearson   |   Access Code Card   |   Instock
ISBN-10: 0205699413   |   ISBN-13: 9780205699414
URL:  http://www.mysearchlab.comSuggested retail price: $40.00  Buy from myPearsonStoreNet price: $30.00  (What's this?)

News Resources for Mass Communication -- Access Code Card
Allyn & Bacon
©2006   |   Pearson   |   Access Code Card   |   Instock
ISBN-10: 0205491235   |   ISBN-13: 9780205491230
URL:  http://www.ablongman.com/mc_newsSuggested retail price: $26.80  Buy from myPearsonStoreNet price: $20.10  (What's this?)

Pearson Allyn & Bacon Film Study Site Update (open Access)
Allyn & Bacon
©2011   |   Pearson   |   On-line Supplement   |   Live
ISBN-10: 0205737595   |   ISBN-13: 9780205737598
This online resource is available at no cost at http://www.abfilmstudies.com.

What Every Student Should Know About Avoiding Plagiarism
Stern
©2007   |   Pearson   |   Paper; 80 pp   |   Instock
ISBN-10: 0321446895   |   ISBN-13: 9780321446893
Suggested retail price: $10.20  Buy from myPearsonStoreNet price: $7.65  (What's this?)

What Every Student Should Know About Citing Sources with APA Documentation: Updated for APA Sixth Edition, 2/E
Anderson, Carrell & Widdifield
©2010   |   Pearson   |   Paper; 80 pp   |   Instock
ISBN-10: 0205795811   |   ISBN-13: 9780205795819
Suggested retail price: $10.20  Buy from myPearsonStoreNet price: $7.65  (What's this?)

What Every Student Should Know About Citing Sources with MLA Documentation, Update Edition
Greer
©2010   |   Pearson   |   Paper   |   Instock
ISBN-10: 0205715117   |   ISBN-13: 9780205715114
Suggested retail price: $10.20  Buy from myPearsonStoreNet price: $7.65  (What's this?)

What Every Student Should Know About Listening
Brownell & Wolvin
©2010   |   Pearson   |   Paper; 64 pp   |   Instock
ISBN-10: 0205778070   |   ISBN-13: 9780205778072
Suggested retail price: $10.20  Buy from myPearsonStoreNet price: $7.65  (What's this?)

What Every Student Should Know About Practicing Peer Review
Trim
©2007   |   Pearson   |   Paper   |   Instock
ISBN-10: 0321448480   |   ISBN-13: 9780321448484
Suggested retail price: $10.20  Buy from myPearsonStoreNet price: $7.65  (What's this?)

What Every Student Should Know About Preparing Effective Oral Presentations
Cox
©2007   |   Pearson   |   Paper; 96 pp   |   Instock
ISBN-10: 0205505457   |   ISBN-13: 9780205505456
Suggested retail price: $10.20  Buy from myPearsonStoreNet price: $7.65  (What's this?)

What Every Student Should Know About Procrastination
Hoffman
©2008   |   Pearson   |   Paper; 64 pp   |   Instock
ISBN-10: 0205582117   |   ISBN-13: 9780205582112
Suggested retail price: $11.00  Buy from myPearsonStoreNet price: $8.25  (What's this?)

What Every Student Should Know About Researching Online
Munger & Campbell
©2007   |   Pearson   |   Paper   |   Instock
ISBN-10: 0321445317   |   ISBN-13: 9780321445315
Suggested retail price: $10.20Net price: $7.65  (What's this?)

What Every Student Should Know About Study Skills
Pearson Longman
©2007   |   Pearson   |   Paper; 72 pp   |   Instock
ISBN-10: 0321447360   |   ISBN-13: 9780321447364
Suggested retail price: $10.20  Buy from myPearsonStoreNet price: $7.65  (What's this?)

What Every Student Should Know About Using a Handbook
Murray
©2009   |   Pearson   |   Paper; 80 pp   |   Instock
ISBN-10: 0205563848   |   ISBN-13: 9780205563845
Suggested retail price: $10.20  Buy from myPearsonStoreNet price: $7.65  (What's this?)

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students contact your Pearson Higher Education representative.