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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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Library of Congress Cataloging-in-Publication Data

Names: Hansen-Horn, Tricia L., author. | Horn, Adam E., author. Title: Public relations strategy, theory, and cases: praxis at its best / Tricia Hansen-Horn and Adam E. Horn. Description: New York: Peter Lang, 2018. Includes index. Identifiers: LCCN 2017047845 | ISBN 978-1-4331-2079-4 (hardback: alk. paper) ISBN 978-1-4331-2080-0 (paperback: alk. paper) | ISBN 978-1-4539-1908-8 (ebook pdf) ISBN 978-1-4331-3938-3 (epub) | ISBN 978-1-4331-3939-0 (mobi) Subjects: LCSH: Public relations—Case studies. Strategic planning—Case studies. Classification: LCC HD59 .H2678 2018 | DDC 659.2—dc23 LC record available at DOI 10.3726/978-1-4539-1908-8

Bibliographic information published by Die Deutsche Nationalbibliothek. Die Deutsche Nationalbibliothek lists this publication in the “Deutsche Nationalbibliografie”; detailed bibliographic data are available on the Internet at

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