123 School Work

Public Relations cases

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  My final paper focuses on two of the most famous public relations cases in the history of our country. Since I will be graduating in a couple weeks with a degree in public relations, I finally wanted to write a paper about my major. One of the classic and most successful stories is the Tylenol scare back in 1982. This case is considered among many as the most effective public relations efforts in U.S. history. The other case may be the most damaging. It is the Exxon Valdez oil spill disaster in 1989. I will compare and contrast what made each crisis either a complete success or complete failure.
        Tamara Kaplan defines public relations as "the management function that establishes and maintains beneficial relationships between an organization and the public on whom its success or failure depends...