本書介紹了公共關係學的基本概念和公關技巧,詳細論述了公共關係的定義、公共關係的歷史和發展、公共關係的主客體、公共關係的實務等。 本書總設9章,圍繞9個以「P」開頭的單詞,形成關於公共關係研究的9個維度。每章主體由Points of the Chapter Objectives,Understanding the Principles,Basic Situation,Learning to Answer,Indication from Experience,Cases Study.等6個部分組成。其中每個案例分析採用「四回」(4R)案例分析法,即:Replay of the event,Response,Result,Reflection4個步驟。 本書將形象塑造、傳播管理、關係協調等學派的觀點和方法融為一體,使公共關係學科體系更為豐滿,內容結構更加合理。
Abstract 1.Abilities through This Book 2.Basic Description for This Book Chapter 1 Profession-Reviewing the Definitions of Public Relations 1.Points of the Chapter Objectives 2.Understanding the Principles 3.Basic Situation 4.Learning to Answer 5.Indication from Experience 6.Cases study Chapter 2 Periods in the History-Evolution of Public Relations 1.Points of the Chapter Objectives 2.Understanding the Principles 3.Basic Situation 4.Learning to Answer 5.Indication from Experience 6.Cases Study Chapter 3 Participation in Management-Lattitude of Public Relations 1.Points of the Chapter Objectives 2.Understanding the Principles 3.Basic Situation 4.Learning to Answer 5.Indication from Experience 6.Cases Study Chapter 4 Practitioners and Organization as the Subject-Agents of Public Relations 1.Points of the Chapter Objectives 2.Understanding the Principles 3.Basic Situation 4.Learning to Answer 5.Indication from Experience 6.Cases Study Chapter 5 Public--Types of the Objects of Public Relations 1.Points of the Chapter Objectives 2.Understanding the Principles 3.Basic Situation 4.Learning to Answer 5.Indication from Experience 6.Cases Study Chapter 6 Planning-Initiative of Public Relations 1.Points oft he Chapter Objectives 2.Understanding the Principles 3.Basic Situation 4.Learning to Answer 5.Indication from Experience 6.Cases Study Chapter 7 PublicitymObjective originally understood by Public Relations Communicators 1.Points of the Chapter Objectives 2.Understanding the Principles 3.Basic Situation 4.Learning to Answer
5.Indication from Experience 6.Cases Study Chapter 8 Practice of Public Relations-Norms of Special Activities 1.Points of the Chapter Objectives 2.Understanding the Principles 3.Basic Situation 4.Learning to Answer 5.Indication from Experience 6.Cases Study Chapter 9 Promotion of Organization Image-Status of Public Relations 1.Points of the Chapter Objectives 2.Understanding the Principles 3.Basic Situation 4.Learning to Answer 5.Indication from Experience 6.Cases Study References