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）（關鍵辭彙對話錄音材料，提高聽說能力） 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，啟發教學） 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）。
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
[