Public Relations Strategy: Korean Case Studies

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