What can be learned from case studies in public relations? An analysis of eight Canadian lobbying campaigns

Author: Kugler Marianne  

Publisher: Emerald Group Publishing Ltd

ISSN: 1478-0852

Source: Journal of Communication Management, Vol.9, Iss.1, 2004-08, pp. : 73-88

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Abstract

Case studies in public relations are often used as illustrations in textbooks or for promoting good practices. This paper examines the use of case studies to understand the basics of PR strategies. Canadian award-winning communication campaigns are analysed through a model based on communication theories. The outputs of different campaigns with similar objectives are compared and their methods of practice deduced. The model will be explained and Canadian lobbying campaigns used as examples.