公共關係學

本教材用英語寫成。全書以公關基礎理論、公關歷史、公關實踐三大要素作為領頭，以公關三大目標、公關工作三大基本方法、公關活動四大步驟作為軀體，形成一個完整的、有機的、有邏輯性的學科體系。全書將形象塑造、傳播管理、關係協調等學派的觀點和方法融為一體。全書根據八輪教學經驗，總設9章，9章知識要點圍繞9個以“P”開頭的單詞來進行。每章主體設5部分： Chapter Objectives （學習目標）（為每章設3-5個主要知識和技能目標） Warm-up （熱身練習）（關鍵詞彙對話錄音材料，提高聽説能力） Major Concepts and Elements （知識要點）（重點基礎理論和基本技能要點） Case Study （案例研究）（根據內容要點設立案例，啓發教學） Scenario Questions（場景問答）（假設具體場景，運用公共關係原理解決具體問題）。 ^[2] 

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

…… ^[2] 

李先國，男，博士，教授，湖南省常寧市人，1971年出生。現任浙江越秀外國語學院教授。自1993年在高校任教以來，先後任職湖南、浙江等地高校。已出版專著《化俗從雅文學觀的建立——朱自清與西方文藝思想關係研究》。《批評想象的理論與實踐》和《徐懋庸評傳》3部；參與編寫文學原理教材1部，文學批評教材1部；主持完成省級重大課題子課題l項，省級一般課題l項；在《文學評論》等國內外專業期刊發表論文40餘篇，其中多篇被人大複印資料全文複印或摘錄。其科研成果曾獲得紹興市2009-2010年哲學社會科學優秀成果獎一等獎、紹興市2011-2012年哲學社會科學優秀成果獎二等獎、紹興市2007-2008年哲學社會科學優秀成果獎三等獎、浙江省2009年高校科研成果獎三等獎、紹興市第六屆蔡元培社會科學優秀成果獎等多項獎項。目前主要從事地方文化研究與視聽傳播研究。 ^[1]