公共关系学(浙江越秀外国语学院双语示范课程教材浙江省普通高校十三五新形态教材)(英

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）。

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 C