Includes bibliographical references and index.

Introduction -- Take a look at my giraffe : promoting Chester zoo -- Jane's ride across America -- Kerala : God's own country : from backwaters to one of the ten paradises on earth -- LG mobile : utilizing the blogosphere to increase buzz and drive positive sentiment of mobile phones -- Enacting corporate citizenship in Korea : Novartis Korea's five-generation families campaign -- Taking the time to listen, learn & act : an example of complex international dialogue -- Setting up an effective press office for a professional body -- Managing the evolution of an agency to meet the needs of a digital media environment -- John Smith's 'the people's race' -- Remembering the few -- When PR meets marketing : on the intra-organizational challenges in the implementation of integrated communication -- Coca-cola beverages Hrvatska : public relations model of a socially responsible company -- The Bolton brand : place branding as an alternative approach to local authority corporate identity -- Chimney pots campaign.

Introduction
Take a look at my giraffe : promoting Chester zoo
Jane's ride across America
Kerala : God's own country : from backwaters to one of the ten paradises on earth
LG mobile : utilizing the blogosphere to increase buzz and drive positive sentiment of mobile phones
Enacting corporate citizenship in Korea : Novartis Korea's five-generation families campaign
Taking the time to listen, learn & act : an example of complex international dialogue
Setting up an effective press office for a professional body
Managing the evolution of an agency to meet the needs of a digital media environment
John Smith's 'the people's race'
Remembering the few
When PR meets marketing : on the intra-organizational challenges in the implementation of integrated communication
Coca-cola beverages Hrvatska : public relations model of a socially responsible company
The Bolton brand : place branding as an alternative approach to local authority corporate identity
Chimney pots campaign.