Applied Public Relations

Designed for college courses in public relations case studies and public relations management, this third edition gives instructors a practical text that centers on stakeholder groups. Its collection of current cases spans many industries, regions and organizational settings. Authors Kathy Richardson and Marcie Hinton show how actual organizations build and sustain their relationships, and what those choices reveal about business and organizational management.

The case studies can be taught in several ways. Instructors can work through the book one stakeholder chapter at a time, pull cases from several chapters around a theme such as labor relations or crisis management, or compare one-time campaigns with long-running programs and management decisions. Ethics and social responsibility run throughout, and students are asked to judge how well each practice worked and what ethical consequences it carried.

This edition adds 25 new and recent case studies from both domestic and international settings, chosen for their relevance and relatability to students. New Professional Insights commentaries feature practitioners answering questions about their own work, and the book gives greater attention to ethics and social responsibility. A companion website provides a test bank, PowerPoint slides and chapter discussion questions for instructors, along with additional readings for students.