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-Drápal
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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