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The case studies in this book, many of which have won national or international awards, represent an impressive scope of public relations practice - from public diplomacy to corporate social responsibility to community relations to tourism to fundraising. They include "best practices" of multinational corporations, non-governmental organizations and governmental agencies around the world.

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The case studies in this book, many of which have won national or international awards, represent an impressive scope of public relations practice-from public diplomacy to corporate social responsibility to crisis communications to social justice issues and special events. These chapters take a significant step toward overcoming the dearth of published case studies in public relations beyond North America. Written by established scholars and professionals who had access to some of the world´s most intriguing and influential cases of organizational communication, these studies will be of tremendous interest to all who teach, study, and practice public relations around the world.

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List of Illustrations and Tables - Introduction from the Editors - Gregor Halff: Foreword: What Case Studies Can Teach us in International Public Relations - Larissa Grunig: Preface - Part One: Case Studies in Global Campaigns - 3 Shannon A .Bowen/Don W .Stacks/Donald K . Wright: Volkswagen Emission Scandal: An Example of Bad Public Relations on a Global Scale and the "Defeat Device" that Defeated a Reputation - Juan-Carlos Molleda/Francisco Solanich: Chile Becomes a World Player of the Wine Industry: The Legend of "Casillero del Diablo" - Part Two: Case Studies in Corporate Social Responsibility - Zifei Fay Chen/Don W. Stacks/Yi Grace Ji/Bo Ra Yook: Cargill´s Indonesian Palm Oil Sustainability Program - ValentinaMartino/Alessandro Lovari: Sharing "Made in Italy": Intesa Sanpaolo Bank´s Cultural Communication around World Expo 2015 - Part Three: Cases in Public Diplomacy - Koichi Yamamura/Masamichi Shimizu/Nancy Snow: Japan Is Back: The International Public Relations of the Second Abe Administration - Dariya Orlova/Katerina Tsetsura: "Ukraine: Open for U": A Promotional Campaign and Nation Re-branding After the Euromaidan - Part Four: Cases in Measurement and Reputation Research of Public Relations - Katie Delahaye Paine: A Real-time Integrated and Actionable Measurement System - Sandra Macleod/John A . McLaren/Kevin Money: The Impact of Corporate Reputation on Behavior: AkzoNobel and Zurich Insurance - Jim Macnamara/Gail Kenning: "Stoner Sloth": Lessons from Evaluation of Social Media and Virality - Part Five: Cases in Crisis Communications - Swaran Sandhu/Simone Huck-Sandhu: #indeepsorrow: Lufthansa´s Agile Crisis Communication Management During and After the Crash of Germanwings Flight 4U9525 - Toluwani C. Oloke/Juan-CarlosMolleda: The African Union Commission´s Multinational Ebola Campaign´s Localization Strategies - Part Six: Cases Addressing National Opportunities - John Gallagher: It´s All in the Name: The Story of the Campaign for Marriage Equality in Ireland - Mariam F. Alkazemi/Fahed Al-Sumait/CristinaNavarro: Communicating Food Safety in the Highly Multicultural Country of Kuwait - Chun-ju Flora Hung-Baesecke/XiaohongChen/Xiaodong Yin - Mead Johnson: Infant Formula to Make a Difference in China - Kiranjit Kaur: The GST Campaign: Convincing Malaysians to Accept a New Taxation System - Paulo Nassar/Terence (Terry) Flynn: Restoring Confidence in a Global Company and Healthcare Brand in Brazil: The Bayer Jovens Youth Education Campaign - Inka Stever/Gaelle Picherit Duthler: Reaching for the Stars: The Launch of the UAE Space Agency - Ingrid Larkin/Robina Xavier: A Taste of Harmony: Awareness and Celebration of Cultural Diversity in Australian Workplaces - Contributors - Index.

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