The case studies in this book, many of which have won national or international awards, represent an impressive scope of public relations practice—from public diplomacy to corporate social responsibility to crisis communications to social justice issues and special events. These chapters take a significant step toward overcoming the dearth of published case studies in public relations beyond North America. Written by established scholars and professionals who had access to some of the world’s most intriguing and influential cases of organizational communication, these studies will be of tremendous interest to all who teach, study, and practice public relations around the world.
Chapter Two: Chile Becomes a World Player of the Wine Industry: The Legend of “Casillero del Diablo” (Juan-Carlos Molleda / Francisco Solanich)
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Chile Becomes A World Player OF THE Wine Industry
The Legend of “Casillero del Diablo”