Includes bibliographical references and index.

Contents: Introduction to public relations campaign analysis: What is public relations? -- What is ROSTE? -- References and suggested readings -- Research for public relations campaign -- When do u do research? -- What kinds do you ask? -- How do you answer these questions? -- References and suggested readings -- Public relations objective and strategies -- Campaign objectives -- Campaign strategies -- References and suggested readings -- Public relations tactics and evaluation -- Campaign media tactics -- Campaign evaluation -- References and suggested readings -- The Intercultural communication context:preparation for international public relations -- Intercultural communication perspective -- Salient features of intercultural communication -- Personal adaptation for intercultural effectiveness -- Summary -- References and suggested readings -- Guidelines for successful intercultural or international public relations -- Some unique problems for international public relations -- Intercultural/international public relations model references and readings -- Cases: Case 1: Corporate reputation under attack: a case study of Nike's public relations campaign to blunt negative perceptions of its labor -- Case 2: Mas Que Comida, Es Vida - it's more than food, it's more life -- Case 3: The International campaign to ban landmines and the 1997 ban bus campaign -- Case 4: Internal public relations in the post-war Balkans -- Case 5: Protecting drug patents in Africa -- Competing community relations campaigns in Australia: public relations efforts for and against a Biosolids production facility -- Case 7: Global public relations in South Korea: a case study of a multinational corporation -- Case 8:The Latvian naturalization project - Case 9: The Bhopal Carbide disaster: a lesson in international crisis communication -- Case 10: Developing and maintaining the Aljazeera websites -- Case 11: Improved internal communications in a large South African financial services organization -- Case 12: Image building in the international media: a case study of the Finlandia communications program in Russia -- Case 13: Avon's 'Kiss Goodbye to Breast Cancer" Campaign in the Philippines -- Case 14: One Tambon,one product: Part of the war against poverty in Thailand -- Case 15: Engaging Colombian coffee growers in dialogue: Social reports campaign of the departmental committee of Antioquia -- Case 16: Protecting the environmental and people's well-being in the Nigerian Ogoni land -- Case 17: St.Jude's health outreach in Brazil -- Case 18: Burson-Marstella's Depression Awareness Campaign in Thailand -- Case 19: Public Television in the United States and Croatia: A comparison of two campaigns.