List of figures ............................................. ix
Preface ..................................................... xi
Professional Insight: The Management Champion of Social
Responsibility ............................................. xiv
James E. Grunig
1 Public Relations: Maintaining Mutually Beneficial Systems
of Stakeholder Relationships ................................. 1
Professional Insight: The Case For Character ................. 8
Ron Arp
2 Stakeholders: Employees ..................................... 11
Case 1. General Motors Trims Its Workforce and
Operations ......................................... 16
Case 2. "You Can't Buy That Kind of PR": Southwest
Airlines Employees Star in Reality TV .............. 21
Case 3. Teamsters Deliver Public Support During the UPS
Strike ............................................. 24
Case 4. Sun Shines Through Employee Blogs .................. 28
Case 5. The Case of the Misfired Memo ...................... 31
Professional Insight: Your Real Job Description ............. 35
Lisa Owens
3 Stakeholders: Community ..................................... 37
Case 6. "The Company For Women Pledges Support ............. 41
Case 7. CharitaBulls Help Others Win at Life ............... 46
Case 8. "Walking the Talk": DuPont's Land Legacy Program
Donates 16,000 Acres to The Conservation Fund ...... 50
Case 9. Habitat for Humanity: Building Corporate Bridges
and Affordable Houses .............................. 54
Case 10. Community Service Constitutes Core Competency of
Timberland ......................................... 58
Professional Insight: A Lesson: Advertising and Public
Relations Can Work in Harmony ............................... 64
Anne Sceia Klein
4 Stakeholders: Consumers ..................................... 67
Case 11. "Would You Like Your Taco With or Without
Pesticide Today?" .................................. 71
Case 12. Wendy's Relies On Reputation to Combat "Finger"
Fraud .............................................. 76
Case 13. Bausch & Lomb Sees Recall .......................... 79
Case 14. Tire Tread Troubles Drive Firestone into Crisis
of Confidence ...................................... 83
Case 15. Wal-Mart: Soaring Through Sustainability ........... 89
Case 16. Warner Bros, (and Others) are Wild About "Harry" ... 93
Professional Insight: Public Relations in the iPod
Generation .................................................. 98
Richard D. French
5 Stakeholders: Media ........................................ 101
Case 17. Media Interest in Transplant Drama Stokes
Anxiety in Health Care Professionals .............. 106
Case 18. Fake News Release Leads to Arrest ................. 113
Case 19. Bishops, Priests, and Reporters: The Catholic
Church and Media Coverage of Sex Abuse Scandals ... 119
Case 20. Bowling For Columbine Strikes Ammunition Sales
at Kmart Corp ..................................... 124
Case 21. Creating and Controlling—A Dialogue on Energy:
Chevron Launches Worldwide Advertising Campaign ... 127
Professional Insight: Making News in a New Media World ..... 131
David Henderson
6 Stakeholders: Investors .................................... 133
Case 22. The Communications Company That Didn't
Communicate: WorldCom ............................. 138
Case 23. Appearances or Substance: Which is More
Important? ........................................ 143
Case 24. A Habit of Activism ............................... 150
Case 25. Hewlett-Packard Seeks to Plug Leaks With a
Secret Investigation .............................. 154
Professional Insight: Integrated Communication and
Shareholder Wealth ......................................... 158
Linda Kelleher
7 Stakeholders: Members and Volunteers ....................... 161
Case 26. Designated Donations? The American Red Cross and
the Liberty Fund .................................. 165
Case 27. Offering "1-888-995-HOPE" to Homeowners ........... 171
Case 28. Colossal Fossil Dominates Chicago's Field
Museum ............................................ 174
Case 29: Queen Latifah Introduces National Women's
Confidence Day .................................... 179
Case 30. A New Way for the United Way of the National
Capital Area? ..................................... 182
Professional Insight: A Higher Ethical Standard for
Nonprofits ................................................. 187
James E. Moody
8 Stakeholders: Governments and Regulators ................... 189
Case 31. Hospital Advocates for its Property-Tax
Exemption ......................................... 196
Case 32. New Internet Cookie Recipe Gives Heartburn to
Doubleclick ....................................... 201
Case 33. "Working Together to Bring Peace": Saudi Arabia
Seeks to Improve its U.S. Image ................... 206
Case 34. Kick Ash Bash Sets Stage for Antismoking
Campaign .......................................... 209
Case 35. "What Happened": Former Press Secretary's
Memoir Sparks Controversies ....................... 215
Professional Insight: Is Saying "No" an Option for the
Government? ................................................ 218
Gene Rose
9 Stakeholders: Activists .................................... 221
Case 36. PETA Serves Up "Holocaust on Your Plate"
Campaign .......................................... 225
Case 37. Greenpeace Pressures Chemical Producers to
Reduce Risks of Chlorine Gas ...................... 228
Case 38. Activist Campaign in India Examines Soft
Drinks ............................................ 233
Case 39. Activists Keep Nike on the Run .................... 239
Professional Insight: Three Key Concepts from a PR
Pioneer Turned Critic ...................................... 246
Larry Pfautsch
10 Stakeholders: Global Citizens .............................. 249
Case 40 "Our Weapon is Our Nakedness": Nigerian
Women Use Cultural Taboo to Fight Big Oil Company .......... 254
Case 41. Bayer Drug Recall Strains International
Relationships ..................................... 258
Case 42. Brewing International Relationships: Does
Starbucks C.A.F.E. Program Serve Social
Responsibility to Ethiopian Coffee Farmers? ....... 263
Case 43. Publicis and the European Central Bank
Introduce "The Euro, Our Money" to the World ...... 268
Case 44. Red, White, and Blue—and Golden? McDonald's
Responds to International Pressures ............... 272
Case 45. Maritime Tragedy Compounded by Cultural
Differences ....................................... 276
Professional Insight: Global Connections, Distinctive
Differences ................................................ 282
Julie Freeman
Index ...................................................... 284
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