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Lecture8

CaseStudy


1
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Whatisacasestudy?
Casestudyofpublicrelationsistheillustrationofthe
PRprocess(RACE)inaction.
Casesareusedtodemonstratehowanorganization
solvesproblems,copeswithissues/crises,establishes
relationshipswithsuchstakeholdersas,themedia,
theinternalaudiences,thecommunity,the
government,theinvestors,theconsumers,the
internationalsaudiences,andothergroups,etc.






2
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EffectivePRcasesserveasmodelsforstudentsand
practitionersalike.
Theyhelpto
1.enhancePRtheoriesbytestingtheoretical
applicationsinrealsituationsandenvironments;
makingthemcomealivewithillustrationsand
examplesofthePRprocessinaction.
2.effectivelyembodyPRprinciplesand
conceptstoseehowtheycanbeappliedtosolve
realproblems/issues/crises,andbuildup
desirablerelationshipswithstakeholdersfor
reputation/imagebuildingandenhancement
purposes.


3
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TwoTypesofCases

Althoughcasescome
indifferentshapes
andsizes,two
categoriesdefine
thescopeofthe
most:
l1.evaluative
l2.problematic



4
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EvaluativeCases


Anevaluativecasepresentsthe
readerswithadescriptionof
anorganization’sactions.The
purposeofsuchananalysisis
thus,toevaluatewhat
managementhasdoneand,
then,todeterminewhether
theactionswerewellfounded.


5
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ProblemCases

Aproblemcase,whichisfarmore
common,describesaspecific
problemanorganizationfaces,
suchas,handlingoneparticular
mediumoveranother,oreven
whethertochooseoneformof
communicationratherthananother,
etc.Suchproblemscallfor
developmentofalternative
strategiesleadingtoaspecific
recommendation.

6
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ACaseStudyonChinese
GovernmentCrisisCommunication
overtheSichuanEarthquake:AStep
toward“Institutionalization”




7
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TheMainResearchAgenda:

Researchisneededonthe
institutionalizationofpublicrelationsasa
strategic-management,bridgingfunction
ratherthanitscommonpracticeasa
symbolicorbufferingfunction.

如何使公共关系“机制化”、“制度化”是
当前公关研究领域里最新的课题；战略管理
层面上的公关“机制化”研究尤为重要。


8
2014/3/26
Itbeginswith“literaturereview”

Institutionalization