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International and Intercultural Public Relations
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Table of Contents

List of Tables and Figures. Preface. List of Contributors. 1. An Introduction to Public Relations Campaign Analysis 2. Research for Public Relations Campaigns 3. Public Relations Objectives and Strategies 4. Public Relations Tactics and Evaluation 5. Intercultural and International Contexts for Public Relations 6. Guidelines for Successful Intercultural or International Public Relations. Intercultural and International Public Relations Cases. Case 1: Corporate Reputation Under Attack: A Case Study of Nike's Public Relations Campaign to Blunt Negative Perceptions of Its Labor Practices (Ali M. Kanso and Richard Alan Nelson). Case 2: Mas Que Comida, Es Vida-It's More than Food, It's Life (Wanda Reyes Velazquez). Case 3: The International Campaign to Ban Landmines and the Ban Bus Campaign (Norman E. Youngblood). Case 4: Internal Public Relations in the Post-War Balkans (Virginia Kreimeyer). Case 5: Protecting Drug Patents in Africa (Michael Parkinson). Case 6: Competing Community Relations Campaigns in Australia: Public Relations Efforts For and Against a Biosolids Production Facility (Steve Mackey). Case 7: Global Public Relations in South Korea: A Case Study of a Multinational Corporation (MinJung Sung). Case 8: The Latvian Naturalization Project (Virginia Kreimeyer). Case 9: The Bhopal Carbide Disaster: A Lesson in International Crisis Communication (Padmini Patwardhan & Nilanjana Bardhan). Case 10: Developing and Maintaining the Aljazeera Web Sites (Philip J. Auter). Case 11: How Public Relations Improved Internal Communication in a Large South African Financial Services Organization (Derina R. Holtzhausen). Case 12: Image Building in the International Media: A Case Study of the Finlandia Communications Program (Katerina Tsetsura). Case 13: Avon's "Kiss Goodbye to Breast Cancer" Campaign in the Philippines (Zenaida Sarabia-Panol). Case 14: One Tambon-One Product Project (Rosechongporn Komolsevin). Case 15: The Colombian Coffee Growers' Association (Juan-Carlos Molleda). Case 16: Protection of the Environment and People in Nigeria 's Ogoni Land : A Study of the Practices of Shell and other Multinational Oil Companies (Bolanle A. Olaniran and David E. Williams). Case 17: St. Jude's Healthcare Campaign in Brazil (Judy B. Oskam). Case 18: Burson-Marsteller's Depression Awareness Campaign in Thailand (Peeraya Hanpongpandh). Case 19: Public Television in the United States and Croatia: A Comparison of Two Campaigns (Bonita Dostal Neff and Valdo Susac).

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International and Intercultural Public Relations provides a format for analyzing public relations campaigns and then applies it in 19 case studies written by public relations scholars. This text uses both the case method and an analysis of public relations campaigns to help students learn to apply concepts of planning, research, and international or intercultural communication to the field of public relations.

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