Higher Education

Public Relations Cases, 9th Edition

  • Jerry A. Hendrix American University, Emeritus
  • Darrell C. Hayes American University
  • Pallavi Damani Kumar American University
  • ISBN-10: 1111344426  |  ISBN-13: 9781111344429
  • 448 Pages
  • Previous Editions: 2010, 2007, 2004
  • © 2013 | Published
  • College Bookstore Wholesale Price = $162.25
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About

Overview

Primarily using PUBLIC RELATIONS Society of America award-winning cases, PUBLIC RELATIONS CASES, Ninth Edition, presents a clear theoretical grounding in the major areas of public relations. Using the ROPE process model (Research, Objectives, Programming, and Evaluation), the authors keep students focused on the strategic elements of exemplary communications campaigns. The case studies provide glimpses into best practices for public relations campaigns as recognized by professionals in the field. The cases all use a strategic communications model, where clearly defined objectives are based on sound research and good audience analysis, followed by creative tactics that are evaluated for their effectiveness.

Features and Benefits

  • Continually praised for its thorough inception-to-evaluation coverage, the text systematically presents the entire execution of each case, from initial research efforts to finished results or evaluation.
  • Chapter 1 also includes a section on new technology and the importance of ethics in public relations.
  • The Instructor's Manual for the eighth edition has been expanded with additional material from many of the cases and updated scenarios for class exercises and discussions.
  • The text continues to present cases by following the ROPE Process of Public Relations: Research of initial topics, establishment of Objectives, Programming, and Evaluation of the campaign's success. This method was originally devised by author Jerry Hendrix to establish a strong foundation in strategic planning.
  • Hendrix and Hayes show students how to analyze the strengths and weaknesses of successful cases, and then create ways to make them even better.
  • Praised for its thorough inception-to-evaluation coverage, the text systematically presents the entire execution of each case, from initial research efforts to finished results or evaluation.
  • Chapter 1, "Public Relations in Action," offers in-depth coverage of the ethics involved with practicing PR, as well as a section on new technologies.
  • The "Questions for Class Discussion and Case Analysis" appendix provides items to motivate class interaction.
  • Presented as a touchstone for integrity in the practice of public relations, the latest Public Relations Society of America Code of Ethics is featured in an appendix.
  • Available to qualified adopters, the revised "Video for Public Relation Cases" includes great examples of public relations in action.

Table of Contents

PART I: SOLVING PUBLIC RELATIONS PROBLEMS.
1. Public Relations in Action.
2. A Public Relations Process.
PART II: REACHING MAJOR AUDIENCE.
3. Media Relations.
4. Social Media.
5. Internal Communications.
6. Community Relations.
7. Public Affairs and Government Relations.
8. Investor and Financial Relations.
9. Consumer Relations.
10. International Public Relations.
11. Relations with Special Publics.
PART III: EMERGENCY PUBLIC RELATIONS.
12. Emergency Public Relations.
PART IV: INTEGRATED MARKETING COMMUNICATIONS.
13. Integrated Marketing Communications.

What's New

  • Twenty-five of the twenty-nine cases are all new to this edition. These cases particularly incorporate how social media has impacted public relations in the last few years. Most of the cases were winners of the Public Relations Society of America's prestigious Silver Anvil Award contest, and therefore constitute some of the best examples of public relations practices available.
  • A new chapter on Social Media has been added to the book in light of the increased influence of digital strategies for campaigns. This new chapter highlights best practices in this emerging and rapidly evolving world of digital technology and social media engagement.
  • Bringing on a new author with extensive practical professional experience in public relations, Pallavi Damani Kumar, the authors continue to show you how to analyze the strengths and weaknesses of successful cases, and then create ways to make them even better.
  • Presented as a touchstone for integrity in the practice of public relations, the latest Public Relations Society of America Code of Ethics is featured in an appendix.

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Learning Consultant for more information.

Bundle: Text + DVD

ISBN-10: 1133393292 | ISBN-13: 9781133393290

List Price = $280.95  | CengageBrain Price = $280.95  | College Bookstore Wholesale Price = $211.00

This Bundle Includes:

  • Public Relations Cases
    List Price = $215.95  | CengageBrain Price = $215.95  | College Bookstore Wholesale Price = $162.25
  • DVD
    List Price = $64.95  | CengageBrain Price = $64.95  | College Bookstore Wholesale Price = $48.75


Supplements

All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

DVD  (ISBN-10: 1111837120 | ISBN-13: 9781111837129)

This DVD is available to Instructors upon request and includes public relations campaigns hand selected by author Darrell Hayes. These brief videos, such as one on the Red Dress Campaign, show how public relations agencies use TV as well as digital media to tell their campaign's story. Videos are organized by chapter and case number for easy presentation in the classroom.

List Price = $64.95  | CengageBrain Price = $64.95  | College Bookstore Wholesale Price = $48.75

Online Instructor's Resource Manual  (ISBN-10: 1133352596 | ISBN-13: 9781133352594)

The Instructor's Manual contains resources designed to streamline and maximize the effectiveness of your course preparation. This helpful manual includes suggestions for developing a course syllabus, case study resources, final exam questions, class-tested activities and exercises, test items, and assessment tests. Each chapter includes teaching topics and desired learning objectives, as well as test items. The activities provide innovative ways to present relevant concepts in each chapter. Some chapters also provide additional cases.

Student Supplements

DVD  (ISBN-10: 1111837120 | ISBN-13: 9781111837129)

This DVD is available to Instructors upon request and includes public relations campaigns hand selected by author Darrell Hayes. These brief videos, such as one on the Red Dress Campaign, show how public relations agencies use TV as well as digital media to tell their campaign's story. Videos are organized by chapter and case number for easy presentation in the classroom.

List Price = $64.95  | CengageBrain Price = $64.95  | College Bookstore Wholesale Price = $48.75

Meet the Author

Author Bio

Jerry A. Hendrix

Jerry A. Hendrix, Ph.D., is Professor Emeritus at American University, Washington, D.C., where he taught for thirty-seven years. He is an accredited member of the Public Relations Society of America.

Darrell C. Hayes

Darrell C. Hayes is director of the Weekend Public Communication Graduate Program and an adjunct associate professor at American University's School of Communication, Washington, D.C. He conducts frequent crisis communication workshops for government agencies. Before joining the faculty, he had more than 15 years of experience in public relations with technology firms, with nonprofit associations, and as a government communication manager. He also served as the managing director of the Aerospace Education Foundation. He is an accredited member of the Public Relations Society of America.

Pallavi Damani Kumar

Pallavi Damani Kumar is an assistant professor and associate division director for the Public Communication Division in the School of Communication at American University. Besides teaching many of the public relations courses at the university, she has more than 15 years experience in the public relations industry having worked as a vice president in Fleishman Hiillard's social marketing practice, a vice president/account supervisor in Ketchum's healthcare practice as well as associate director of international public relations at Wyeth Pharmaceuticals.