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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¡ªthe 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¡ªthe 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
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