Cover
Contents
List of Illustrations and Tables
Introduction from
the Editors
Foreword: What Case Studies Can Teach us in
International Public Relations
Preface
Part One: Case Studies in Global Campaigns
Chapter One: Volkswagen Emission Scandal: An Example of Bad Public Relations on a Global Scale and the “Defeat Device” that Defeated a Reputation (Shannon A. Bowen / Don W. Stacks / Donald K. Wright)
Introduction
The Problem
Volkswagen
The Scandal
Scandal Media Coverage
Media Themes
Volkswagen’s Response
Case Analysis
Reputational Impact
Inferring Motive
Issues Management
Actions
From the Excellence Campaign Perspective
The Excellence Pyramid
Summary
Postscript
Authors’ Note
Notes
References
Chapter Two: Chile Becomes a World Player of the Wine Industry: The Legend of “Casillero del Diablo” (Juan-Carlos Molleda / Francisco Solanich)
Background
Situation Analysis
“Old World”VS “New World”Wine
Goal
Target Audiences
Strategy
Tactics
Sponsorship of Manchester United
Key Messages for the Sponsorship
Evaluation and Measurement
Notes
References
Part Two: Case Studies in Corporate
Social Responsibility
Chapter Three: Cargill’s Indonesian Palm Oil Sustainability Program (Zifei Fay Chen / Don W. Stacks / Yi Grace Ji / Bo Ra Yook)
Background
Methodology
The Problem
Palm Oil
Environmental Impact
Cargill
Overview of Cargill’s Palm Oil Sustainability Program
Situation Analysis
Core Opportunities and Challenges
Goals and Objectives
Research
Key Stakeholders
Key Messages
Strategies and Tactics
Calendar/Timetable
Budget
Evaluation and Measurement
Excellence Campaign Pyramid
Evaluating Cargill’s Palm Oil Sustainability Program at the Basic Level
Intermediate Outcomes
Advanced Outcomes
Summary
Authors’ Note
References
Chapter Four: Sharing “Made in Italy”: Intesa Sanpaolo Bank’s Cultural Communication around World Expo 2015 (Valentina Martino / Alessandro Lovari)
Introduction and Background
Company Profile
Communication and CSR Policies
Artistic Cultural Policies
Methodology
Situation Analysis
Core Opportunity
Goals
Objectives
Key Publics
Key Messages
Strategies
Tactics
Internal Communication
Advertising
B-to-B Communication
Corporate Pavilion
Events
Media Relations
Digital Communication
Calendar/Timetable
Budget
Evaluation and Measurement
Media Coverage
Brand Reputation and Equity
Awards
Conclusions
Aknowledgments
Notes
References
Part Three: Cases in Public Diplomacy
Chapter Five: Japan Is Back: The International Public Relations of the Second Abe Administration (Koichi Yamamura / Masamichi Shimizu / Nancy Snow)
Background
Situation Analysis
Core Opportunity
Goals
Objectives
Key Publics
Key Messages
Strategies
Tactics
Communications by Prime Minister Abe
Website
Social Media
TV Advertisements
We Are Tomodachi
Walk in U.S., Talk on Japan
Japan Library
JapanGov Weekly
Abenomics Is Progressing
Media Relations
Calendar/Timetable
Budget
Evaluation and Measurement
Conclusion
References
Chapter Six: “Ukraine: Open for U”: A Promotional Campaign and Nation Re-branding After the Euromaidan (Dariya Orlova / Katerina Tsetsura)
Introduction
Background
Situation Analysis
Core Opportunity
Goals and Objectives
Key Publics
Key Messages
Strategies
Tactics
Calendar/Timetable
Budget
Evaluation and Measurement
Critique of the Campaign
Conclusion
Notes
References
Part Four: Cases in Measurement and Reputation Research of Public Relations
Chapter Seven: A Real-time, Integrated and Actionable Measurement System (Katie Delahaye Paine)
Background
Situation Analysis
Core Opportunity
Goals
Objectives
Key Publics
Key Messages
Strategies
Tactics
Defining Acceptable Proxies for “Visits”
Defining “Good Press”
Defining Consideration and Preference
Social Media Measurement
Evaluation Methodology
Initial Measurement Program Design
Data Collection
Spelling Out the Details
Tweaking the Coding
Reporting
Testing Patience as Well as Validity
Putting the Data to Work to Mitigate a Crisis
Calendar/Timetable
Budget
Evaluation of the Measurement Program
Appendix 1 Detailed Methodology and Definitions (DMD) for ACA
General Restrictions
Brands
Media Tiers
Markets
Date
Media Source and Author
Reach (Opportunities to See)
Desirability/Sentiment
Message Presence
Negative/Opposite Messages
Effectiveness of Thought Leaders
Prominence/Visibility
Casino Names
Programs
Subjects
Chapter Eight: The Impact of Corporate Reputation on Behavior: AkzoNobel and Zurich Insurance (Sandra Macleod / John A. Mclaren / Kevin Money)
Backgrounder
Situation Analysis: Akzonobel—Is Having a Famous Product Brand Enough?
Core Opportunity
Research Brief
Research Approach
Findings
Results
Situation Analysis 2 Zurich Insurance—Building
an Integrated Reputation Measurement Platform
(Dashboard)
Core Opportunity
Research Brief
Research Approach
Results
Other Findings
Key Points About these Two Cases
References
Chapter Nine: “Stoner Sloth”: Lessons from Evaluation of Social Media and Virality (Jim Macnamara / Gail Kenning)
Introduction
Background
Goal
Communication Objectives
Target Publics
Key Messages
Communication Strategy and Activities
Timetable
Budget
Measurement and Evaluation
Methodology
Content Analysis
Survey
Outputs
Outtakes
A Tsunami of Criticism Gathers Force
Outcomes
Segmented Analysis and Synthesis for Insights
Conclusion
Notes
References
Part Five: Cases in Crisis Communications
Chapter Ten: #Indeepsorrow: Lufthansa’s Agile Crisis Communication Management During and After the Crash of Germanwings Flight 4U9525 (Swaran Sandhu / Simone Huck-Sandhu)
Backgrounder
Scope of the Case
Methodology
Situation Analysis
Core Opportunity and Challenge
Goals
Objectives
Key Publics
Victims’ Families
Employees
Passengers and Partners
Local Communities
Media
Political Authorities and Trade Associations
Key Messages
Strategies and Tactics
Budget and Evaluation
Lessons Learned—Agile Crisis Communications
Appendix: Timeline
References
Chapter Eleven: The African Union Commission’s Multinational Ebola Campaign’s Localization Strategies (Toluwani C. Oloke / Juan-Carlos Molleda)
Background
Situation Analysis
Core Opportunity
Goals
Objectives
Key Publics
Strategies
Ability to Localize
Grassroots Mobilizations
Selective Personnel Deployment and Message Translations
Re-orientation of Local Publics
Humanitarian Donations of Relief Materials
Message Sensitivity to Strong Religious and Cultural Beliefs and Ties
Key Messages
Message Scripting
Tactics
Localization of Tactics
Methodology
Budget
Evaluation and Measurement
References
Part Six: Cases Addressing National Opportunities
Chapter Twelve: It’s All in the Name: The Story of the Campaign for Marriage Equality in Ireland (Dr. John Gallagher)
Background
Situation Analysis
Core Opportunity
Goals
Objectives
Calendar/Timetable
Key Publics
Key Messages
Strategies
Tactics
The Campaign Bus
The Daily Briefing Book
Media Outside Dublin
Monitoring Broadcasts and Responding
Controlling the Campaign
National Publication
New Voter Registration Campaign
The Vote Hardens
Canvassing Network
The Opposition
Celebrities
The Final Push
Budget
Evaluation and Measurement
References
Glossary of Terms
Chapter Thirteen: Communicating Food Safety in the Highly Multicultural Country of Kuwait (Mariam F. Alkazemi / Fahed AL-Sumait / Cristina Navarro)
Background
Methodology
Situation Analysis
Strengths
Weaknesses
Opportunities
Threats
Core Opportunity
Goals
Objectives
Key Publics
Key Messages
Strategies
Tactics
Calendar/Timetable
Budget
Evaluation and Measurement
References
Chapter Fourteen: Mead Johnson: Infant Formula to Make a Difference in China (Chun-Ju Flora Hung-Baesecke / Xiaohong Chen / Xiaodong Vin)
Introduction
Background
Project Research
Goals and Objectives
Key Publics
Key Messages
Strategies
Tactics
Supporting PKU Patients and Their Families
Technical Training and Health Education
High-level Government Meetings on PKU
Evaluation and Measurement
Effectiveness of Communication Actions
Immediate Effects
Media Reports
Testimony by Project Participants
Summary
CSR Activities Aligned with the Corporate Values and Vision
Social Connectedness of CSR
Building Trust via CSR Efforts
Partnering with Strategic Stakeholders
The Next Step
References
Chapter Fifteen: The GST Campaign: Convincing Malaysians to Accept a
New Taxation System
(Kiranjit Kaur)
Background
Situation Analysis
Core Opportunity
Goal
Objectives
Key Publics
Key Messages
Strategies
Tactics
Timeline
Evaluation and Measurement
Evaluation of Dissemination of Identified Key Messages
Evaluation of Publications
Media Engagement, Publicity and Promotional Collaterals
Author’s Note
Notes
References
Chapter Sixteen: Restoring Confidence in a Global Company and Healthcare Brand in Brazil: The Bayer Jovens Youth Education Campaign (Paulo Nassar / Terence (Terry) Flynn)
Background
Bayer in Brazil
Situation Analysis
Core Opportunity
Objectives
Key Publics
Key Messages
Strategies
Tactics
Quality Original Content
Career
Science
Behavior
Culture and Leisure
Innovation
Health and Well Being
Social Media: Facebook and Twitter
Calendar/Timetable
Budget
Evaluation and Measurement (2013–2016)
References
Chapter Seventeen: Reaching for the Stars: The Launch of the UAE Space Agency (Inka Stever / Dr. Gaelle Picherit Duthler)
Background
Situation Analysis
Strengths
Weaknesses
Opportunities
Threats
Core Opportunity
Goals
Key Publics
Objectives
Key Messages
Strategies
Tactics
Calendar/Timetable
Budget
Evaluation and Measurement
References
Chapter Eighteen: A Taste of Harmony: Awareness and Celebration of Cultural Diversity in Australian Workplaces (Ingrid Larkin / Robina Xavier)
Background
Situation Analysis
Core Opportunity
Goals
Objectives
Key Publics
Key Messages
Strategies
Tactics
A Taste of Harmony Brand
A Taste of Harmony Website and Online Tools
Online Event Hub
Ambassadors
Food Truck Activations
Connecting with Influencers and Decision Makers
Digital and Social Media Channels
Media Relations
Other Tactics
Calendar/Timetable
Budget
Evaluation and Measurement
References
Editors
Contributors
Editors
Case Study Authors (Listed Alphabetically)
Index
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