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Flowers and Young Publish Book Chapter on Reputation and Brand Management

Arhlene A. Flowers, associate professor in Integrated Marketing Communications, and Cory L. Young, associate professor in Communication Management and Design and chair of the Communication graduate program, published a book chapter, "#CHR. Disappearing Woman? Navigating Crisis Communication Internationally,” in Casing Public Relations, a new book published by Kendall Hunt in 2014. The book features fictional case study scenarios that real-world public relations practitioners may face in the workplace. This approach gives students the opportunity to apply critical and analytical problem-solving skills.

Flowers and Young developed a scenario on how a fictional publicly held multinational company adapts its marketing strategies as it expands in a new geographic area, while encountering a backlash from its customers in its home country and other markets who criticize the company for violating socially responsible values.  

Designed for in-person or online undergraduate and entry-level graduate public relations and communication courses, Casing Public Relations is available in print and electronic formats. Jason S. Wrench, Joan Schuman, and Donna Flayhan edited the collection of diverse case studies, which was based on the “safe distance case method of study,” a teaching and learning approach used in Harvard Law School. For more information on the new book, log on to https://www.kendallhunt.com/casing_pr/

Both Young and Flowers are in the Department of Strategic Communication housed in the Roy H. Park School of Communications.



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