公共关系历史经典与当代杰作 本书特色

本书提供的重大公关案例，旨在帮助公关领域里的专家学者、高校学生和研究生及广大从业人员解释公共关系这一行业的历史发轨迹和*新发展趋势。

书的**部分收集了具有历史里程碑性质的公关事件。读者将从案例中了解这一行业里*重要的一些人物和他们所走过的历史路程。案例涵盖了各种性质的组织，对“危机传播”这一专题予以了特别的关注，主要包括：美国独立战争的公关策略、1851**届世博会的公关创举、美国洛克菲勒家族丑闻廓清公关战略、公关之父爱德华。伯内斯的实践、洛克韦尔的“四大自由”公关运动、可口可乐公司反种族歧视的公关广告策划、福特汽车公司与“安全**”、西班牙走向民主的公关教育之力和EXXON的现代危机公关等。

书的第二部分将重点放在现代的重大国际公关事件。传播技术日新月异的发展打破了原有的国界限制，大大扩展了传统大众传播的染指领域。

组织的活动将面对全世界的公众。本书所选择的各个案例反映了组织在应对国际公众方面所表现的前所未有的复杂性。所举五大当代公关杰作包括：公关推倒德国的心理柏林墙、公关刷亮不发达国家的形象、公关世纪杰作——中国申奥成功、互联网公关与反恐怖主义和跨国公关与现代战争等。

美国的公关实践在国际公关发展史上有着特殊的意义，但本书对别的国家的公关成就也予以应有的关注。比如，本书收集了西班牙、德国、哥伦比亚和中国的重要公关案例。

本书既可用作高等院校公共关系学课程的教材，也可供专业人士用作公共关系方面的辅导参考书。

公共关系历史经典与当代杰作 内容简介

Introduction
First Part：Ten Milestones in the Historical Development of the Public Relations Practice
1.No Taxation without Representation
The Role of Public Relations during the AmericanRevolution
Introduction
Communication Channels
Instrumental Use of News：The Boston Massacre
The Power of Symbols：The Boston Tea Party
Conclusions
2.PR Made in Germany
Story of the Always Difficult Relationship between the Krupp Company and Its Angry Publics
Introduction
Alfred Krupp，the Patriarch and His Realm
Krupp in the World''s Fairs
Krupp as PR Precursor
Open Fronts in the Public Relations Battle
Conclusions
3.Greedy Monsters 0r Lovely Giants?
Ivy L.Lee''s PR Battle to Clean up the Name ofthe Rockefeller Family after the Ludlow Massacre Introduction
Public Perception of the Tragedy
Rockefeller''s Toughest Batflefront
The Man Behind the Scenes：Ivy L.Lee
The Ludlow Campaign
Ivy L.Lee on Philanthropy
Lee''s Own Reputation
Conclusions
4.Torches of Freedom
Edward L.Bernays：Public Opinion Engineer
Introducfion
Lighting Torches of Freedom——Public Perception
Torches of Freedom——A Second Look
Social Engineering
The Way to Subconscious
EthiCal Considerations
Conclusions
5.The Dark Side of Communication
Joseph Goebbels and His Nazi Propaganda Ministry
Introduction
Joseph Goebbels：Hitler''s Propaganda Super-Minister
Basic Ideas behind the Propaganda Factory
Feindbilder(Images of the Enemy)
Anti-Semitic Film
Power''s Only Source
Conclusions
6.Rockwell''s Four Freedoms Campaign
7.“Evil”Threats and Mass Hysteria
8.The Power of the Undecided and the Ignorant
9.The Dead and the Public
10.Worse Than Fate
Second Part：Public Relations in a Global Era：Modern Trends
11.Toward a Fourth Reich?
12.The Man and His Mule
13.Communication Jihad
14.TO win Is What Counts
15.Moral Legitimacy and War

公共关系历史经典与当代杰作 目录

Introduction
First Part：Ten Milestones in the Historical Development of the Public Relations Practice
1.No Taxation without Representation
The Role of Public Relations during the AmericanRevolution
Introduction
Communication Channels
Instrumental Use of News：The Boston Massacre
The Power of Symbols：The Boston Tea Party
Conclusions
2.PR Made in Germany
Story of the Always Difficult Relationship between the Krupp Company and Its Angry Publics
Introduction
Alfred Krupp，the Patriarch and His Realm

 1/2    1 2 下一页 尾页

政治军事 政治 公共管理

在线阅读