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内容大纲
本教材用英语写成。全书以公关基础理论、公关历史、公关实践三大要素作为领头，以公关三大目标、公关工作三大基本方法、公关活动四大步骤作为躯体，形成一个完整的、有机的、有逻辑性的学科体系。全书将形象塑造、传播管理、关系协调等学派的观点和方法融为一体。全书根据八轮教学经验，总设9章，9章知识要点围绕9个以“P”开头的单词来进行。每章主体设5部分： Chapter Objectives （学习目标）（为每章设3-5个主要知识和技能目标） Warm-up （热身练习）（关键词汇对话录音材料，提高听说能力） Major Concepts and Elements （知识要点）（重点基础理论和基本技能要点） Case Study （案例研究）（根据内容要点设立案例，启发教学） Scenario Questions（场景问答）（假设具体场景，运用公共关系原理解决具体问题）。 -
作者介绍
李先国，男，博士，教授，湖南省常宁市人，1971年出生。现任浙江越秀外国语学院教授。自1993年在高校任教以来，先后任职湖南、浙江等地高校。已出版专著《化俗从雅文学观的建立——朱自清与西方文艺思想关系研究》。《批评想象的理论与实践》和《徐懋庸评传》3部；参与编写文学原理教材1部，文学批评教材1部；主持完成省级重大课题子课题l项，省级一般课题l项；在《文学评论》等国内外专业期刊发表论文40余篇，其中多篇被人大复印资料全文复印或摘录。其科研成果曾获得绍兴市2009-2010年哲学社会科学优秀成果奖一等奖、绍兴市2011-2012年哲学社会科学优秀成果奖二等奖、绍兴市2007-2008年哲学社会科学优秀成果奖三等奖、浙江省2009年高校科研成果奖三等奖、绍兴市第六届蔡元培社会科学优秀成果奖等多项奖项。目前主要从事地方文化研究与视听传播研究。 -
目录
Chapter 1 Professional Introduction to Public Relations
Preparation for Start
Understanding Objectives
Basic Concepts and Elements
Definition of Public Relations
The Elements of Public Relations
Public Relations Discipline: From Public Relations Activities to Public Relations
Concepts
The Difference and Connection between Public Relations and Related Concepts
Learning to Practice
Indication for Answer
Case Study
Case 1.1 Zhong Nanshan Thanked JD
Case 1.2 Chairman of Home Original Chicken Tears Employee Joint Letter
Case 1.3 Ali Invests in Tea
Chapter 2 Periods in the History of Public Relations
Preparation for Start
Understanding Objectives
Basic Concepts and Elements
The Germination of Ancient Public Relations
The Development of Public Relations in the United States
The Development of Public Relations in China
Learning to Practice
Indication for Answer
Case Study
Case 2.1 Xibei's Crying for Poverty
Case 2.2 "Employee Sharing" Became an Emerging Trend amid COVID
Epidemic
Case 2.3 Female Internet Star Enters Captain's Cockpit
Chapter 3 Participation of Public Relations in Management
Preparation for Start
Understanding Objectives
Basic Concepts and Elements
Collect Information and Monitor the Environment
Provide Consultation and Participate in Decision-Making
Communicate to Promote Image
Coordinate Relations and Balance Interests
Cultivate Public Relations Consciousness and the Market
Eliminate Risks and Crisis
Learning to Practice
Indication for Answer
Case Study
Case 3.1 Bytedance Shows Lost in Russia on Streaming Sites for Free
Case 3.2 Sleeping Phenomenon in IKEA Furniture Store
Case 3.3 Golden Rooster Award Folk Poster Competition
Chapter 4 Practitioners and Organization-the Subject of Public Relations
Preparation for Start
Understanding Objectives
Basic Concepts and Elements
Setting up a Public Relations Department within an Organization
Hiring Public Relations Companies
Public Relations Association
Public Relations Practitioners
Training of Public Relations Practitioners
Learning to Practice
Indication for Answer
Case Study
Case 4.1 Bilibili Supports Jing Hanqing
Case 4.2 Dismantled Meizu 16S: SOC Is Not Sealed
Case 4.3 "Can't Afford Peiling Mustard
Chapter 5 Public—the Object of Public Relations
Preparation for Start
Understanding Objectives
Basic Concepts and Elements
Several Types of the Public
The Importance of the Internal Public
Main Types of the External Public
Public Opinion
Learning to Practice
Indication for Answer
Case Study
Case 5.1 Burger King Drops Chopsticks Ad after Accusations of Cultural
Insensitivity
Case 5.2 Wangbaobao Cereal Uses Opinion Leaders for Marketing
Case 5.3 Jingdong Finance App Involved in User Privacy Infringement
Chapter 6 Public Relations Planning
Preparation for Start
Understanding Objectives
Basic Concepts and Elements
Principles of Public Relations Planning
Main Contents of Public Relations Planning
The Thinking Mode of Public Relations Planning
The Copywriting of Public Relations Planning
Learning to Practice
Indication for Answer
Case Study
Case 6.1 Chinese Netizens Urge Boycott of Marriott for Calling Tibet a "Country
Case 6.2 JD.com Counterfeit Scandal
Case 6.3 Dolce & Gabbana Cancels Its Shanghai Great Show
Chapter 7 Publicity—the Original Idea of Public Relations Communication
Preparation for Start
Understanding Objectives
Basic Concepts and Elements
Characteristics of Public Relations Communication
Communication Theories Related to Public Relations
Media of Public Relations Communication
The Choice of Media and Media Combination
Learning to Practice
Indication for Answer
Case Study
BGI and Media
Case 7.1 Enclose Incident on Tianya Forum
Case 7.2 Gene Detection Gate" of Huxiu Website
Chapter 8 Practice of Public Relations Special Activities
Preparation for Start
Understanding Objectives
Basic Concepts and Elements
Daily Public Relations Activities
Main Special Activities of Public Relations
Learning to Practice
Indication for Answer
Case Study
Case 8.1 Pinduoduo Held Press Conference
Case 8.2 Xiaomi's Activities before New Product Launch
Case 8.3 There Is Formaldehyde in the Rental Housing of Ziroom
Chapter 9 Promotion of Organization Image with Public Relations
Preparation for Start
Understanding Objectives
Basic Concepts and Elements
Definition of Organization Image
Types of Organization Image
Establishment of Organization Image
Analysis of Organization Image
Organization Image Planning and Management
Learning to Practice
Indication for Answer
Case Study
Case 9.1 Red Star News Reported Hongmao Medicine Wine
Case 9.2 Chando Joins Hands with Bilibili to Set up "The Brunch Stream University
Case 9.3 The Organization Image of BlueFocus
Appendix
Sample Test
References
Postscript
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