Machine generated contents note: pt. I Solving Public Relations Problems -- 1. Public Relations in Action -- Process -- Cases -- New Technology -- Ethics -- The Overall Plan of This Book -- Endnote -- General Public Relations Readings -- 2. A Public Relations Process -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Research Methods -- Objectives -- Output Objectives -- Impact Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Evaluating Informational Objectives -- Evaluating Attitudinal Objectives -- Evaluating Behavioral Objectives -- Evaluating Output Objectives -- Summary -- Endnotes -- Headings on the Public Relations Process -- Research -- Objectives -- Programming -- Evaluation -- pt. II Reaching Major Audiences -- 3. Media Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled Media -- Controlled Media -- Effective Communication -- Evaluation -- Evaluating Impact Objectives -- Evaluating Output Objectives -- Summary -- Endnotes -- Readings on Media Relations -- Media Directories -- Media Services -- Media Relations Cases -- Case 3-1 EARTH HOUR 2008 -- A Global Statement on Climate Change -- Case 3-2 "Save-A-Landmark" Refurbishment at the National Civil Rights Museum -- Case 3-3 NORAD Tracks Santa -- 4. Social Media -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled Media -- Photograph and Video Opportunities -- Controlled Media -- Effective Communication -- Evaluation -- Evaluating Impact Objectives -- Valuating Output Objectives -- Summary -- Endnotes -- Readings on Social Media -- Social Media Cases -- Case 4-1 Doritos Crashes the Super Bowl: How a Leading Snack Brand Put the Power to its People and Changed Madison Avenue Forever -- Case 4-2 Refreshing Change: Pepsi Refresh Project Brings Good Ideas to Life -- Case 4-3 The Miller High Life One-Second Ad -- Case 4-4 Volkswagen GTI Becomes the World's First Car Launched Exclusively on a Mobile Device -- 5. Internal Communications -- Employee Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on Employee Relations -- Employee Relations Cases -- Case 5-1 Allstate Insurance Company Southeast Region Employee Engagement Strategy -- Case 5-2 Best Adoption-Friendly Workplace and Foster Care Adoption Outreach -- Case 5-3 Rise to the Challenge: Overcoming the Great Recession of 2009 -- 6. Community Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on Community Relations -- Communication Relations Cases -- Case 6-1 Puget Sound Energy's Rock the Bulb Tour -- Case 6-2 The New UTC: Building Community Support for a Billion Shopping Expansion and Revitalization -- Case 6-3 Spike & Biscuit Rebrand for the Charleston Animal Society -- 7. Public Affairs and Government Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Evaluating Impact Objectives -- Evaluating Output Objectives -- Summary -- Readings on Public Affairs -- Public Affairs and Government Relations Cases -- Case 7-1 Stop Oil Speculation Now -- Case 7-2 Two Hospitals for Williamsburg: Building Support for State Approval of a New Hospital -- 8. Investor and Financial Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on Investor and Financial Relations -- Investor Relations Cases -- Case 8-1 Aflac Gives Shareholders A "Say on Pay" -- Case 8-2 No Brakes for Monro Muffler! -- Case 8-3 The Debt Diva Campaign -- 9. Consumer Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on Consumer Relations -- Consumer Relations Cases -- Case 9-1 Haagen-Dazs loves Honey Bees: Let's Lick This Problem -- Case 9-2 Hallmark Sound Card Product Launch: Sweet Music! -- 10. International Public Relations -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on International Public Relations -- International Public Relations Cases -- Case 10-1 Unilever Turkey's "Garbagelady (Copmadam)" Program -- Case 10-2 A Woman's Stand: The Largest Human Pink Ribbon Campaign -- Case 10-3 McDonald's Global 2008 Beijing Olympic Games Sponsorship "Bringing People Together Like Never Before" -- 11. Relations with Special Publics -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Theme and Messages -- Action(s) or Special Event(s) -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Readings on Special Publics -- Special Publics Cases -- Case 11-1 Air New Zealand Pink Flight -- Case 11-2 Changing The Meaning of "Organ Donor" Among Motorcyclists -- Case 11-3 United Way of Greater Milwaukee if Truth Be Told Initiative: Addressing Teen Pregnancy, Public Health, and the Cycle of Poverty -- pt. III Emergency Public Relations -- 12. Crisis Communication -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Programming -- The Public Relations Headquarters -- The Media Information Center -- Uncontrolled and Controlled Media -- Effective Communication -- Evaluation -- Summary -- Endnote -- Readings on Emergency Public Relations -- Crisis Communication Cases -- Case 12-1 Deepwater Horizon: Offshore Drilling Oil Spill Creates Anxiety Among Key Energy Stakeholders and a Gusher of Conflicting Emergency Public Relations -- Case 12-2 Crystallizing a Response to a Crisis -- Case 12-3 Trouble Brewing -- Case 12-4 PENCILS DOWN: Making East Coast Writers Voices Heard During the 100-Day Writers Guild Strike -- pt. IV Integrated Marketing Communications -- 13. Integrated Marketing Communications -- Research -- Client Research -- Opportunity or Problem Research -- Audience Research -- Objectives -- Impact Objectives -- Output Objectives -- Programming -- Effective Communication -- Evaluation -- Summary -- Endnotes -- Readings on Integrated Marketing Communications -- Integrated Marketing Communications Cases -- Case 13-1 The Nashville Symphony Loves Nashville, Starring Our New Maestro -- Case 13-2 National Peanut Board Responds to Recall of More Than 3,000 Products -- Case 13-3 Creating A World with More Birthdays.