Cases in Public Relations Strategy draws on original, real-world case studies to provide students with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, students explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give students the knowledge and skills they need for success in the field. Give your students the SAGE edge! SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at

Financial Communication

Financial Communication

Financial communication, traditionally managed by the investor relations function within companies, is an important link between the organization and those who invest in the organization. It is a rapidly changing aspect of public relations as the lack of trust in major institutions is at an all-time high, and stakeholders and regulators are demanding greater corporate accountability and transparency.

This chapter features case studies involving one state’s tax amnesty efforts, a venture capitalist firm’s campaign to build brand equity to attract new investment dollars, and the financial turnaround of a technology investment company based on communication. All three cases should provoke thinking about how people approach facts and information, especially as confidence in major institutions has eroded over the past several years. The ...

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