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Public Relations Strategy, Theory, and Cases

Praxis at Its Best

Tricia Hansen-Horn and Adam E. Horn

Presenting a robust introduction to public relations strategy, this book helps readers explore their perceptions of what strategy is or might be; highlights influencers of strategic decision making such as distinctions among B2B, B2C, and B2G as well as public relations roles and organization types; discusses the education and training value and limitations of the popular case study; and provides a easy-to-understand overview of four theories important for every "student" (academic and non-academic) of public relations to understand. Excellence theory, contingency theory, rhetorical theory, and social capital theory are introduced. In the spirit of praxis (the application of theory to practice), the authors provide theory-specific and other relevant "keys" for use as the reader seeks to apply what is read to actual public relations cases. As might be expected, highly structured case studies that clearly distinguish between objectives, strategies and tactics are included for the purposes of education and training. The featured set of case studies includes: March of Dimes Rebrand; Inside Pediatrics Children’s Mercy Kansas City; Vanity Fair Women Who Do LiftTOUR; TouchNet + Heartland; WeatherTech Public Relations Super Bowl Ad Buy; ZF Race Reporter/Fan Reporter: Europe, Japan and the US; Pinnacle Not So Silent Night; Lee Jeans—Influencer Relations; Fight CRC One Million Strong Collection; Tips for Kids—Seventeen Years Later; and Dairy Queen’s Fan Food Not Fast Food Campaign: Retrospective Cases Analysis from the Outside.

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Appendix B: Public Relations Cases for Praxis


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Public Relations Cases for Praxis

Preface and Instructions for Use

Appendix B consists of 11 case studies of significant recent and ongoing public relations activity in the US and, to some degree, internationally. They were included as a way to introduce you to a wide array of public relations situations and contexts calling for all variety of specializations. They also illustrate the dynamic and ever-changing nature of the industry. They expand across all kinds of case, strategy, economic, and organization types. You can use the keys found in Appendix A to help you analyze each case by case kind, strategy used, economic area involved, organization type, PR situations and contexts involved, and PR specializations called for in it. Additionally, as you use the chapter and theory-relevant keys (excellence theory, contingency theory, rhetorical theory, and social capital theory) to analyze WIGO in each case, you will gain new insights into possibilities and experience the value of praxis.

Cases included:

1. Update: March of Dimes Rebrand

2. Inside Pediatrics Children’s Mercy Kansas City

3. Vanity Fair Women Who Do LiftTOUR

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