دانلود کتاب پرونده های روابط عمومی – دیدگاه های بین المللی

What is the purpose and value in this and any other case study book? Well the obvious answer is that in many fields, including public relations, case studies have been used with student and practitioner learners for many years as a mechanism for sharing and learning from real-world practical examples. Case studies provide a clear narrative surrounding a particular set of circumstances or scenarios that may progress from problem identification to strategy solution, perhaps illustrating how particular courses of action were chosen, how particular circumstances affected the outcome, and how the thinking of individuals shaped the decisions and actions taken. In this sense, case studies can offer useful and sometimes invaluable insights into how particular sets of circumstances may affect organisational behaviour and outcomes, and thereby offer a useful platform from which organisational learning and knowledge can be built. Moreover, cases covering a particular industry or sector or specific set of circumstances – e.g. financial crises, major accidents, or major health-related scenarios, such as the coronavirus pandemic, may give rise to some more or less universal/generic guidelines for handling such incidents more effectively in the future. Often in the scientific realm, case study is used by scientists as a form of experi-mentation to test and come up with new theories as a result of developing hypotheses that can be explored through different case study scenarios. Perhaps the most con-temporary example of case study work being put to important use is in the study of the recent coronavirus pandemic, where researchers around the world sought to under-stand the transmission of the virus across different settings, and involving different demographic groupings to help identify the most effective ways of combating the spread of the virus ahead of the identification of an effective vaccine. The chief challenge in using case studies as an effective learning tool or for research is to ensure the case does not remain as a purely descriptive account of what happened in any particular situation. Rather, it is important that the case can be probed, questioned, and analysed from many different perspectives, including those internal and external stakeholders, to enable the generation of additional knowledge or insight that might benefit future courses of action and/or decisions involving similar circumstances/con-ditions. Often case studies are seen as particularly useful in providing answers to the ‘how’ and ‘why’ questions relating to a particular scenario or set of events. Thus, for example, case studies have been particularly useful in examining crisis situations to understand how a particular crisis unfolded and the factors that contributed to the escalation of the crisis, or to the instigation of a crisis event. Many of the so-called crisis cases have become almost ‘stock in trade’ for the training of operatives who might encounter similar scenarios in their careers to better prepare them to deal with such scenarios. Classic crises cases such as the Johnson & Johnson Tylenol tampering in 1982, Piper Alpha oil rig explosion in the North Sea in 1988, the impact of Hurricane Katrina in New Orleans in 2005, and the collapse of Lehman Brothers bank in 2008 all represent classic crisis cases that are very different in character, yet all illustrate some core characteristics of crisis scenarios along with the principles of effective (or not so effective) crisis management. These insights ideally will help inform the way in which firms, organisations, or governments might best prepare to deal with any similar potential crisis situations. While crisis scenarios invariably attract strong media and public attention, most organisations are unlikely to encounter a significant crisis, certainly not on a regular basis. Indeed, in most cases, organisations may never encounter a significant crisis – one that may threaten the very survival of the organisation itself. However, it is possible to draw on lessons from cases concerned with a whole array of other organisational problems or challenges such as managing change, handling major HR issues, or an array of marketing scenarios that may be encountered. In each case, there may be important lessons to be learned that can help avoid the sort of damaging outcome that might result from poor choice decisions or actions on the part of the organisation. As suggested earlier, the recent coronavirus (Covid19) pandemic is likely to become a classic case study in its own right in time, offering insights into how governments, medical organisations, and the media around the world sought to respond relatively effectively, or not so effectively, to stem the spread of the virus.