Public Relations Cases: International Perspectives Book

Introduction (Danny Moss, Melanie Powell and Barbara DeSanto) 1. Take a Look at My Giraffe: Promoting Chester Zoo (Bill Daring) 2. Jane's Ride Across America (Ryan Bowd and Melanie Powell) 3. Kerala, God's Own Country: From Backwaters to One of the Ten Paradises on Earth (Ganga S. Dhanesh) 4. LG Mobile: Utilizing the Blogosphere to Increase Buzz and Drive Positive Sentiment of Mobile Phones (Ronnie Brown) 5. Enacting Corporate Citizenship in Korea: Novartis Korea's Five-Generation Families Campaign (Yunna Rhee, Hyunki Moon and Jeeyoon Lee) 6. Taking the Time to Listen, Learn and Act: An Example of Complex International Dialogue (Peter Osborne and Robbie Huston) 7. Setting Up an Effective Press Office for a Professional Body (Gerald Chan) 8. Managing the Evolution of an Agency to Meet the Needs of a Digital Media Environment (Rob Brown) 9. John Smith's 'The People's Franchise': John Smith's People's Race and John Smith's People's Darts (Tom Earl) 10. Remembering the Few (Geoff Simpson) 11. When PR Meets Marketing: On the Intra-organizational Challenges in the Implementation of Integrated Communication (Simon Torp) 12. Public Relations Model of a Socially Responsible Company: Case Study of Coca-Cola Beverages Hrvatska (Madja Tafra-Vlahovi?) 13. The Bolton Brand: Place Branding as an Alternative Approach to Local Authority Corporate Identity (Ronnie Semley & Melanie Powell) 14. Chimney Pot Park: When a Sales Launch Event Became the News! (Lisa Ashurst)