Description

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Preface?

Endorsement ?

Chapter 1 Introduction of Public Relations ?

1. Definition of Public Relations ?

2. Public Relations Management ?

3. Purpose of Public Relations ?

4. Communication and Public Opinion ?

5. Public Relations Process

6. Case Studies Methods

Exemplary Case Study: Toyota Recall Case

Case 1 KT&G: Image Building

Chapter 2 Proactive Public Relations

1. Definition of Proactive Public Relations

2. Purpose of Proactive PR

3. Role of Proactive PR

4. What Proactive PR Practitioners Do

Case 2 KDI School of Public Policy and Management

Case 3 SBR Project: The First Driverless Transit System in Korea

Case 4 The Military PR Strategy

Chapter 3 Employee Relations

1. Definition of Employment Relations

2. Purpose of Employment Relations

3. Roles of Public Relations

4. Keys for Effective Employee Relations

Case 5 Yuhan Kimberly: Communication with Internal Public; Sale Force

Case 6 The Body Shop: Activate Self-Esteem

Case 7 Doosan Infracore Co.

Chapter 4 Community Relations

1. Definition of Community Relations

2. Purpose of Community Relations

3. The Roles of Public Relations in Community Relations

4. Community Program

5. Building Community Programs

Case 8 ZAYTUN Unit: Iraq Peace and Reconstruction Division

Case 9 ING: Building Brand Awareness & Creating New Awareness and New Identity to Publics

Case 10 KUMHO ASIANA Group: Beautiful Company & Beautiful People

Case 11 Korea Immigration Service

Chapter 5 Consumer Relations

1. Definition of Consumer Relations

2. Purpose of Consumer Relations

3. Roles of PR in Consumer Relations

4. Building Good Consumer Relations

Case 12 MISSHA: Deliver the Value to Customers

Case 13 MOCIE Sustainability Report: Stakeholder Engagement

Case 14 KICOX: Strengthen Relations with Publics

Chapter 6 Media Relations

1. Definition of Media Relations

2. Purpose of Media Relations

3. Roles of PR in Media Relations

4. Guidelines for Good Media Relations

5. Guidelines for Working with the Press

6. Working with International Media

Case 15 Dongkook Pharmaceutical Company

Case 16 MORGAN STANLEY: from Unknown Foreign Speculator to Common Investment Bank

Case 17 Korean Development Bank

Case 18 VIAGRA: Smart Choice for You

Chapter 7 Corporate Social Responsibility (CSR)

1. Definition of CSR

2. Purpose of CSR

3. The Benefits of CSR

4. Similarities between Public Relations and CSR Process

5. How to Raise PR Outcome by CSR

Case 19 CJ O Shopping

Case 20 LG ? Science Hall

Case 21 KT ? IT Supporters

Case 22 Chosun Ilbo

Case 23 KBS ? 1997 Financial Crisis

Case 24 The BODY SHOP

Case 25 Kiehl’s

Case 26 Yuhan Kimberly Company

Case 27 Starbucks

Case 28 Reebok

Chapter 8 Crisis Management and Communication

1. Definition of Crisis Management and Crisis Communication

2. Purpose of Crisis Management and Communication

3. The Role of PR in Crisis Management and Communication

4. Theories of Crisis

Case 29 Samsung Electronics

Case 30 Toyota Recall Case

Case 31 Pepsi Crisis 209

Case 32 Dunkin’ Donuts Adopts a Rogue Web Site

Case 33 Candle-lit Rally (2008, Korea)

Case 34 Ministry of Education

Case 35 BOTOX

Case 36 Taean Oil Spill Accident

Bibliography