本書提供的重大公關(guān)案例，旨在幫助公關(guān)領(lǐng)域里的專家學(xué)者、高校學(xué)生和研究生及廣大從業(yè)人員解釋公共關(guān)系這一行業(yè)的歷史發(fā)軌跡和zui新發(fā)展趨勢。
書的diyi部分收集了具有歷史里程碑性質(zhì)的公關(guān)事件。讀者將從案例中了解這一行業(yè)里zui重要的一些人物和他們所走過的歷史路程。案例涵蓋了各種性質(zhì)的組織，對“危機(jī)傳播”這一專題予以了特別的關(guān)注，主要包括：美國獨(dú)立戰(zhàn)爭的公關(guān)策略、1851diyi屆世博會(huì)的公關(guān)創(chuàng)舉、美國洛克菲勒家族丑聞廓清公關(guān)戰(zhàn)略、公關(guān)之父愛德華。伯內(nèi)斯的實(shí)踐、洛克韋爾的“四大自由”公關(guān)運(yùn)動(dòng)、可口可樂公司反種族歧視的公關(guān)廣告策劃、福特汽車公司與“安全diyi”、西班牙走向民主的公關(guān)教育之力和EXXON的現(xiàn)代危機(jī)公關(guān)等。
書的第二部分將重點(diǎn)放在現(xiàn)代的重大國際公關(guān)事件。傳播技術(shù)日新月異的發(fā)展打破了原有的國界限制，大大擴(kuò)展了傳統(tǒng)大眾傳播的染指領(lǐng)域。
組織的活動(dòng)將面對全世界的公眾。本書所選擇的各個(gè)案例反映了組織在應(yīng)對國際公眾方面所表現(xiàn)的前所未有的復(fù)雜性。所舉五大當(dāng)代公關(guān)杰作包括：公關(guān)推倒德國的心理柏林墻、公關(guān)刷亮不發(fā)達(dá)國家的形象、公關(guān)世紀(jì)杰作——中國申奧成功、互聯(lián)網(wǎng)公關(guān)與反恐怖主義和跨國公關(guān)與現(xiàn)代戰(zhàn)爭等。
美國的公關(guān)實(shí)踐在國際公關(guān)發(fā)展史上有著特殊的意義，但本書對別的國家的公關(guān)成就也予以應(yīng)有的關(guān)注。比如，本書收集了西班牙、德國、哥倫比亞和中國的重要公關(guān)案例。
本書既可用作高等院校公共關(guān)系學(xué)課程的教材，也可供專業(yè)人士用作公共關(guān)系方面的輔導(dǎo)參考書。
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
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