TY  - BOOK
AU  - Moss,Danny
AU  - Powell,Melanie
AU  - DeSanto,Barbara
TI  - Public relations cases: international perspectives 
SN  - 9780415773362 (hardback)
AV  - HM1221 .P78 2010
U1  - 659.2 22
PY  - 2010///
CY  - New York, NY
PB  - Routledge
KW  - Public relations
KW  - Case studies
KW  - Cross-cultural studies
KW  - Corporations
KW  - International business enterprises
N1  - Includes bibliographical references and index; Introduction -- Take a look at my giraffe : promoting Chester zoo -- Jane's ride across America -- Kerala : God's own country : from backwaters to one of the ten paradises on earth -- LG mobile : utilizing the blogosphere to increase buzz and drive positive sentiment of mobile phones -- Enacting corporate citizenship in Korea : Novartis Korea's five-generation families campaign -- Taking the time to listen, learn & act : an example of complex international dialogue -- Setting up an effective press office for a professional body -- Managing the evolution of an agency to meet the needs of a digital media environment -- John Smith's 'the people's race' -- Remembering the few -- When PR meets marketing : on the intra-organizational challenges in the implementation of integrated communication -- Coca-cola beverages Hrvatska : public relations model of a socially responsible company -- The Bolton brand : place branding as an alternative approach to local authority corporate identity -- Chimney pots campaign
N2  - This unique collection of contemporary international public relations case studies gives the reader in-depth insight into effective public relations practice in a range of organizational contexts. The book also examines: the use of social media and blogging as a communications medium; the growing importance of corporate social responsibility programmes; local authority identity change; high profile international charitable fundraising; sports sponsorship; property sector PR
UR  - http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=018667647&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
ER  -