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Strategies in Public Relations
Korean Cases and Solutions
$37.80
SKU
9788964060506
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| Publication Date | 2010/01/25 |
| Pages/Weight/Size | 153*224*20mm |
| ISBN | 9788964060506 |
Description
한국의 PR 커뮤니케이션 전략 사례를 영문으로 소개한 책이다. 기업과 조직을 고용, 소비자, 미디어 관점에서 분석하여 효율적인 홍보 대안을 제시하고 있으며, 특히 기업의 사회적 책임과 위기관리를 고려하여 상황별, 사례별 다양한 대응 전략을 보여준다. 비전공자도 현장 문제를 전문가 수준에서 해결할 수 있도록 PR 관리의 기초 이론을 단계적으로 설명한다.
Contents
Preface
Chapter I Introduction of Public Relations
1. Definition of Public Relations
2. Public Relations Management
3. Purpose of Public Relations
4. Communication and Public Opinion
5. Public Relations Process
6. Case Studies Methods
Case 1－KT&G: Image Building
Chapter II Proactive Public Relations
1. Definition of Proactive Public Relations
2. Purpose of Proactive PR
3. Role of Proactive PR
4. What Proactive PR Practitioners Do
Case 2－KDI School of Public Policy and Management
Case 3－SBR Project: The First Driverless Transit System in Korea
Case 4－The Military PR Strategy
Chapter III Employee Relations
1. Definition of Employment Relations
2. Purpose of Employment Relations
3. Roles of Public Relations
4. Keys for Effective Employee Relations
Case 5－Yuhan Kimberly: Communication with Internal Public; Sale Force
Case 6－The Body Shop: Activate Self-Esteem
Chapter IV Community Relations
1. Definition of Community Relations
2. Purpose of Community Relations
3. The Roles of Public Relations in community Relations
4. Community Program
5. Building Community Programs
Case 7－ZAYTUN Unit: Iraq Peace and Reconstruction Division
Case 8－ING: Building Brand Awareness & Creating New Awareness and New Identity to Publics
Case 9－KUMHO ASIANA Group: Beautiful Company & Beautiful People
Case 10－Korea Immigration Service
Chapter V Consumer Relations
1. Definition of Consumer Relations
2. Purpose of Consumer Relations
3. Roles of PR in Consumer Relations
4. Building Good Consumer Relations
Case 11－MISSHA: Deliver the Value to Customers
Case 12－MOCIE Sustainability Report: Stakeholder Engagement
Case 13－KICOX: Strengthen Relations with Publics
Chapter VI Media Relations
1. Definition of Media Relations
2. Purpose of Media Relations
3. Roles of PR in Media Relations
4. Guidelines for Good Media Relations
5. Guidelines for Working with the Press
6. Working with International Media
Case 14－MORGAN STANLEY: from Unknown Foreign Speculator to Common Investment Bank
Case 15－Korean Development Bank
Case 16－VIAGRA: Smart Choice for You
Chapter VII Corporate Social Responsibility (CSR)
1. Definition of CSR
2. Purpose of CSR
3. The benefits of CSR
4. Similarities between Public Relations and CSR Process
5. How to Raise PR Outcome by CSR
Case 17－The BODY SHOP
Case 18－Kiehl’s
Case 19－Yuhan Kimberly Company
Case 20－Starbucks
Case 21－Reebok
Chapter VIII Crisis Management and Communication
1. Definition of Crisis Management and Crisis Communication
2. Purpose of Crisis Management and Communication
3. The Role of PR in Crisis Management and Communication
4. Theories of Crisis
Case 22－Pepsi Crisis
Case 23－Dunkin’ Donuts Adopts a Rogue Web Site
Case 24－Candle-lit Rally (2008, Korea)
Case 25－Ministry of Education
Case 26－BOTOX
Case 27－Taean Oil Spill Accident
Bibliography
Chapter I Introduction of Public Relations
1. Definition of Public Relations
2. Public Relations Management
3. Purpose of Public Relations
4. Communication and Public Opinion
5. Public Relations Process
6. Case Studies Methods
Case 1－KT&G: Image Building
Chapter II Proactive Public Relations
1. Definition of Proactive Public Relations
2. Purpose of Proactive PR
3. Role of Proactive PR
4. What Proactive PR Practitioners Do
Case 2－KDI School of Public Policy and Management
Case 3－SBR Project: The First Driverless Transit System in Korea
Case 4－The Military PR Strategy
Chapter III Employee Relations
1. Definition of Employment Relations
2. Purpose of Employment Relations
3. Roles of Public Relations
4. Keys for Effective Employee Relations
Case 5－Yuhan Kimberly: Communication with Internal Public; Sale Force
Case 6－The Body Shop: Activate Self-Esteem
Chapter IV Community Relations
1. Definition of Community Relations
2. Purpose of Community Relations
3. The Roles of Public Relations in community Relations
4. Community Program
5. Building Community Programs
Case 7－ZAYTUN Unit: Iraq Peace and Reconstruction Division
Case 8－ING: Building Brand Awareness & Creating New Awareness and New Identity to Publics
Case 9－KUMHO ASIANA Group: Beautiful Company & Beautiful People
Case 10－Korea Immigration Service
Chapter V Consumer Relations
1. Definition of Consumer Relations
2. Purpose of Consumer Relations
3. Roles of PR in Consumer Relations
4. Building Good Consumer Relations
Case 11－MISSHA: Deliver the Value to Customers
Case 12－MOCIE Sustainability Report: Stakeholder Engagement
Case 13－KICOX: Strengthen Relations with Publics
Chapter VI Media Relations
1. Definition of Media Relations
2. Purpose of Media Relations
3. Roles of PR in Media Relations
4. Guidelines for Good Media Relations
5. Guidelines for Working with the Press
6. Working with International Media
Case 14－MORGAN STANLEY: from Unknown Foreign Speculator to Common Investment Bank
Case 15－Korean Development Bank
Case 16－VIAGRA: Smart Choice for You
Chapter VII Corporate Social Responsibility (CSR)
1. Definition of CSR
2. Purpose of CSR
3. The benefits of CSR
4. Similarities between Public Relations and CSR Process
5. How to Raise PR Outcome by CSR
Case 17－The BODY SHOP
Case 18－Kiehl’s
Case 19－Yuhan Kimberly Company
Case 20－Starbucks
Case 21－Reebok
Chapter VIII Crisis Management and Communication
1. Definition of Crisis Management and Crisis Communication
2. Purpose of Crisis Management and Communication
3. The Role of PR in Crisis Management and Communication
4. Theories of Crisis
Case 22－Pepsi Crisis
Case 23－Dunkin’ Donuts Adopts a Rogue Web Site
Case 24－Candle-lit Rally (2008, Korea)
Case 25－Ministry of Education
Case 26－BOTOX
Case 27－Taean Oil Spill Accident
Bibliography