Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide.

Print Price: $102.99

Format:
Paperback
368 pp.
6.125" x 9.25"

ISBN-13:
9780190631383

Copyright Year:
2019

Imprint: OUP US

Cases in Public Relations

Translating Ethics into Action

Dr. Brigitta Brunner and Dr. Corey Hickerson

Cases in Public Relations presents the diversity of public relations practice in today's complex world. Containing cases written specifically for this course by faculty of research and practice nationwide, this book offers the most contemporary and diverse set of cases available. While clearly illustrating the functions and contexts of public relations practice, each case also challenges students to consider and discuss real-world ethical dimensions of public relations.

Readership : This is a text for undergraduate public relations students.

Reviews

"This book would satisfy my goal of incorporating ethical thought and action into all aspects of the public relations process. We talk about ethics in the introductory course, but little (from a text standpoint) is done afterwards. With this text, I would be able to 'close the loop' between introduction and implementation."
--Kirk Hazlett, APR, Fellow PRSA, Curry College
"This book will help students understand that decisions are not always 'black and white' and cannot be made in a vacuum. In addition, success cannot be measured only in dollar amounts. It will also help students to understand that many publics/constituencies are affected by decisions."
--Patricia Cambridge, Ph.D., Ohio University

Section I: Introduction to Cases, Ethics, and Public Relations
1. What is the Case Method?
What is a Case?
How do faculty teach via case method?
2. Ethical Frameworks and Professional Codes
Ethics, Morals, and Laws
Different Types of Ethical Frameworks
Virtue
Deontology
Utilitarian
Professional Codes
PRSA Code of Ethics: Preamble
IABC Code of Ethics for Professional Communicators
The Page Principles
Section II: Public Relations Functions
3. Conflict and Crisis Management
The Lands' End Content Marketing Debacle: A Cautionary Tale of a Retailer's Inadvertent Foray into Polarized Politics by Nathan Gilkerson
The September 11 Memorial by Hannah Karolak and Susan Mancino
Ethical and Effective Post-Crisis Stakeholder Relations by Colleen Arendt
"Am I Safe?": The Ethical Implications of Running and Maintaining a Sharing Economy Organization by Lindsey J. DiTirro, Lauren Berkshire Hearit, and Emilly Martinez
4. Social Media and Technology
Seeing Through the Golden Arches: Transparency in the Digital Age by Prisca S. Ngondo and Clay Craig
Scrubbing and the Ethics of Digital Reputation Management by Alison N. Novak
Applebee's Social Media "Meltdown": Managing Ethics in an Online Brand Community by Amber L. Hutchins and Desirae K. Johnson
5. Corporate Social Responsibility
All Your Clothes Are Made with Exploited Labor: Patagonia Takes Action to Spur Action by Jean Kelso Sandlin
A Tale of Two Case Studies: Comparing Coca-Cola's Divergent Corporate Social Responsibility Initiatives and the Resulting Ethical Implications by Lucinda L. Austin, MaryClaire Schulz, and Barbara Miller Gaither
Restructuring Corporate Philanthropy: Belk Strategically Apples Ethical Responsibility to Underpin Community Engagement by Alan Freitag
Ethical Corporate Philanthropy: A Case Study on Communicating CSR by Heidi Hatfield Edwards
Section III: Public Relations Contexts
6. Consumer Relations
Volkswagen the Betrayer: A Case Study of Gross Disregard for the Welfare of Stakeholders Worldwide by Chiara Valentini and Dean Kruckeberg
Blackfish backlash: SeaWorld's Attempt at Navigating a Crisis Situation by Leslie Rodriguez Rasmussen and Melody Fisher
Food Fight: How Ethical Management Saved Market Basket by Brenda J. Wrigley
Ethical Activism? Food Babe, Big Food, and the Online Pressure for Disclosure by Ashli Quesinberry Stokes
7. Community Relations
"Do Not Use!": Ethical Implications of the 2014 Elk River Chemical Spill by Xiaochen Angela Zhang and Jonathan Borden
Maintaining the Public Trust: A Town Meeting About Rising Natural Gas Prices by Mary Beth Reese and Erin E. Gilles
Shifting Blame: Addressing the Michigan Department of Environmental Quality's Complicated Ethical Responsibility in the Flint Water Crisis by Catherine J. Bruns
8. Sports Communication
Should the Fan Experience Impact the Game? by John Forde
The NFL Concussion Crisis: More Than Just a Bad Headache by Terry L. Renter and LaMar C. Campbell
Paper Classes or Academic Anomalies: A Kantian Examination of UNC's Response to it is Shadow Curriculum by Christie M. Kleinmann
9. Health
Healthcare Public Relations and Moral Obligations: Patient Safety and the Boston University Medical Center Tuberculosis Case by Carey Noland and Heather Carmack
Emergent Ethical Health Care Public Relations in the Digital Age by Alisa Agozzino and Katee Fenimore
Healthcare Organizations and Patient Safety: Questions of Ethical Public Relations Practices by Carrie Reif, Julie A. Lasslo, and Kathryn E. Anthony
10. Government Relations
Dealing with Subsequent Crisis Response: Timeliness and Transparency in Government Response to the New Jersey Boardwalk Fire by Mildred F. Wiggins Perreault and Anli Xiao
Connecting Government Relations to Ethics: Louisiana's Centralized Media Relations by Chistopher J. McCollough
MERS Outbreak Case in Korea: A Snapshot of Government Responses and Public Relations Considerations by Ji Young Kim
11. International
Skol's "Viva Redondo" ("Live Round") Crisis by Deborah de Cillo Ottoni Teixeira and Michelle M. Maresh-Fuehrer
Toshiba Accounting Scandal: Japanese National Culture, Corporate Governance, and Public Relations Ethics by Koji Fuse, Jacqueline Sears, and Keyona Adaiah Butler
Taylor Guitars, Guardians of the Forest by Janis Teruggi Page and William S. Page
12. Nonprofit & Education
The Wounded Warrior Project by Pamela G. Bourland-Davis and William Thompson
Why Are There So Many Crucifixes? By J.J. McIntyre and Kristen A. McIntyre
Connecting Ethics and Practice as PR Students Transition from Learners to Educators by Douglas J. Swanson
Section IV: The Future of Public Relations
13. Trends in Public Relations, Communication, and Society that Will Challenge Ethics
Taking a Bite Out of Apple: The Federal Bureau of Investigation v. Apple, Inc. by Heather J. Hether
Chiquita Brands, its Illegal Payments to Paramilitary Groups in Colombia, and the Transnational Public Relations Crisis that Followed by Vanessa Bravo, JuanCarlos Molleda, Andrés Felipe Giraldo-Dávila, and Luis Horacio Botero-Montoya
Making Plastic Green: Capital One's Commitment to Sustainability by Stephanie A. Smith
Index

There are no Instructor/Student Resources available at this time.

Brigitta Brunner is professor of communication and journalism at Auburn University.
Corey A. Hickerson is associate professor of public relations at James Madison University.

Making Sense in the Social Sciences - Margot Northey, Lorne Tepperman and Patrizia Albanese
Public Relations in Practice - Dr. Kate Kurtin
Public Relations - Tom Kelleher

Special Features

Organized by function and context, this casebook can complement any existing course while adding guidance for considering the ethical dimensions of each real-world case.
Provides diverse voices and multiple perspectives from faculty of practice and research nationwide.
Includes contemporary cases to bring spark discussion and ensure this important case is professionally relevant for the next generation of students.