Public Relations Cases - International Perspectives

Case 1 Shell: managing a corporate reputation globally 10

TOM HENDERSON AND JOHN WILLIAMS

Case 2 Racism – condemn it or condone it: the Commission for

Racial Equality’s ‘personal responsibility’ campaign 27

ADAM ROSCOE

Case 3 BBC America: how Britain won the colonies back 39

BARBARA DESANTO AND JO PETHERBRIDGE

Case 4 Perkins Foods: the place of public relations in the profile

of a European food business 51

DAVID DAVIES AND DANNY MOSS

Case 5 The journey to demutualization: Clarica’s internal

communications challenge 63

CRAIG S. FLEISHER AND PAULA HENDSBEE

Case 6 Barloworld: communicating strategic direction to increase

shareholder value 74

JON WHITE

Case 7 The PriceWaterhouseCoopers merger: using internal

research to ensure a merger’s success 86

ANDREW GLEW AND ANDREW FLINT

Case 8 Tine Norwegian Dairies: rebranding from the inside out 93

PEGGY SIMCIC BR?NN AND STEIN DROGSETH

Case 9 Oklahoma City and Kerr-McGee: managing internal

communication during an external crisis 105

L. DOW DOZIER

Case 10 Does public relations make a difference?: a comparative

analysis of two major Swedish crises 113

LARS?KE LARSSON AND STIG A. NOHRSTEDT

Case 11 Lobbying for survival: the UK BSE crisis and the role of

the Meat and Livestock Commission in lifting the EC beef

export ban 130

PHIL HARRIS AND PAUL BAINES

Case 12 Creating from crisis: building the Oklahoma City National

Memorial 144

BARBARA DESANTO, R. JOHN DESANTO AND

R. BROOKS GARNER

Case 13 Paradise lost and restored: Florida and the tourist murders 154

DONN TILSON AND DON W. STACKS

Case 14 Raising environmental awareness in Slovenia: a public

communication campaign 167

DEJAN VERCIC AND DARINKA PEK-DRAPAL

Case 15 FASE – fundraising in Spain: generating sponsors for

AIDS awareness 180

DANI?LE A. LETOR?

Case 16 The North West Towns’ Consortium: public relations and

the marketing of ‘place’ 194

GARY WARNABY AND DOMINIC MEDWAY

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