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公共关系学(浙江越秀外国语学院双语示范课程教材浙江省普通高校十三五新形态教材)(英【正版新书】

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江苏无锡

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作者李先国

出版社浙江大学出版社

ISBN9787308214896

出版时间2021-12

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开本16开

定价39元

货号31308192

上书时间2024-07-05

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商品描述: 作者简介
李先国，男，博士，教授，湖南省常宁市人，1971年出生。现任浙江越秀外国语学院教授。自1993年在高校任教以来，先后任职湖南、浙江等地高校。已出版专著《化俗从雅文学观的建立——朱自清与西方文艺思想关系研究》。《批评想象的理论与实践》和《徐懋庸评传》3部；参与编写文学原理教材1部，文学批评教材1部；主持完成省级重大课题子课题l项，省级一般课题l项；在《文学评论》等国内外专业期刊发表论文40余篇，其中多篇被人大复印资料全文复印或摘录。其科研成果曾获得绍兴市2009-2010年哲学社会科学优秀成果奖一等奖、绍兴市2011-2012年哲学社会科学优秀成果奖二等奖、绍兴市2007-2008年哲学社会科学优秀成果奖三等奖、浙江省2009年高校科研成果奖三等奖、绍兴市第六届蔡元培社会科学优秀成果奖等多项奖项。目前主要从事地方文化研究与视听传播研究。

目录
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
C

内容摘要
本教材用英语写成。全书以公关基础理论、公关历史、公关实践三大要素作为领头，以公关三大目标、公关工作三大基本方法、公关活动四大步骤作为躯体，形成一个完整的、有机的、有逻辑性的学科体系。全书将形象塑造、传播管理、关系协调等学派的观点和方法融为一
体。全书根据八轮教学经验，总设9章，9章知识要
点围绕9个以“P”开头的单词来进行。每章主体设5部分：ChapterObjectives（学习目标）（为每章设3-5个主要知识和技能目标）Warm-up（热身练习）（关键词汇对话录音材料，提高听说能力）MajorConceptsandElements（知识要点）（重点基础理论和基本技能要点）CaseStudy（案例研究）（根据内容要点设立案例，启发教学）ScenarioQuestions（场景问答）（假设具体场景，运用公共关系原理解决具体问题）。

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