If you want to seek the latest in public relations case studies, you don’t need a text book. Just watch the news.

In an pre-season NFL game last Monday, Johnny Manziel raised a middle finger as he jogged back to the Cleveland huddle near the Washington sideline after throwing an incomplete pass. The gesture was captured by ESPN’s cameras. Penalty! It became an instant public relations issue for the NFL, the Cleveland Browns and Johnny Manziel.

Ferguson, Missouri was the main focus of news coverage in recent weeks. The shooting of unarmed, 18 year-old Michael Brown by a policeman brought about storms of protest and subsequent riots as angry demonstrations and looters poured into the streets. The public relations mistakes made by the governor, the mayor and by the Ferguson Police Department are good case studies in bad PR. The worst offense came when the department released the officer’s name and simultaneously released an unrelated video of Brown allegedly robbing a store. Ouch! This horrible decision only elevated the anger.

George W. Bush gets iced by former First Lady Laura Bush

Critics protested when President Obama  played golf as crises in Missouri and the Middle East mounted. Although Obama has played more rounds of golf than any of his predecessors, he has taken one-third the vacation days of his immediate predecessor. Meanwhile, he had announced the White House reaction to the execution of journalist James Foley just minutes before starting a round. Bogie! More ammunition for the opposition and another PR snafu for the president.

On a happier note, by now you’ve either seen or participated in dumping ice cold water on someone’s head to raise money to fight ALS/Lou Gehrig’s Disease, a publicity campaign that’s been sweeping the nation. Bravo! The ALS Ice Bucket Challenge is a wonderful example of a campaign gone viral for a great cause. It’s easy, fun, and the campaign has already raised $63 million dollars.

PR case studies are always right under our noses. Just read a newspaper, follow Twitter, or turn on the TV, and then sit back and observe. Your thoughts?