Includes bibliographical references and index.

Shell: managing a corporate reputation globally / Tom Henderson, John Williams -- Racism--condemn it or condone it: the Commission for Racial Equality's 'personal responsibility' campaign / Adam Roscoe -- BBC America: how Britain won the colonies back / Barbara Desanto, Jo Petherbridge -- Perkins Foods: the place of public relations in the profile of a European food business / David Davies, Danny Moss -- The journey to demutualization: Clarica's internal communications challenge / Craig S. Fleisher, Paula Hendsbee -- Barloworld: communicating strategic direction to increase shareholder value / Jon White -- The PriceWaterhouseCoopers merger: using internal research to ensure a merger's success / Andrew Glew, Andrew Flint -- Tine Norwegian Dairies: rebranding from the inside out / Peggy Simcic Bronn, Stein Drogseth -- Oklahoma City and Kerr-McGee: managing internal communication during an external crisis / L. Dow Dozier -- Does public relations make a difference?: a comparative analysis of two major Swedish crises / Larsake Larsson, Stig A. Nohrstedt -- Lobbying for survival: the UK BSE crisis and the role of the Meat and Livestock Commission in lifting the EC beef export ban / Phil Harris, Paul Baines -- Creating from crisis: building the Oklahoma City National Memorial / Barbara Desanto, R. John Desanto, R. Brooks Garner -- Paradise lost and restored: Florida and the tourist murders / Donn Tilson, Don W. Stacks -- Raising environmental awareness in Slovenia: a public communication campaign / Dejan Vercic, Darinka Pek-Drapal -- FASE - fundraising in Spain: generating sponsors for AIDS awareness / Daniele A. Letore -- The North West Towns' Consortium: public relations and the marketing of 'place' / Gary Warnaby, Dominic Medway -- W. Moorcroft plc: the strategic role of marketing communications and public relations within an SME / Ruth Ashford, Neil Towers -- The Tourer Marketing Bureau: supporting touring caravan sales through public relations / Anne Gregory -- Worldcom Public Relations Group: global access, local focus / Brian Cummings, Barbara Desanto -- Marks & Spencer plc: a crisis of confidence / Sandra Oliver.