本书收集了具有历史里程碑性质的公关事件和现代的重大国际公关事件，旨在帮助公关领域里的专家学者、高校学生和研究生及广大从业人员解释公共关系这一行业的历史发轨迹和最新发展趋势。

本书既可用作高等院校公共关系学课程的教材，也可供专业人士用作公共关系方面的辅导参考书。

本书提供的重大公关案例，旨在帮助公关领域里的专家学者、高校学生和研究生及广大从业人员解释公共关系这一行业的历史发轨迹和最新发展趋势。

书的第一部分收集了具有历史里程碑性质的公关事件。读者将从案例中了解这一行业里最重要的一些人物和他们所走过的历史路程。案例涵盖了各种性质的组织，对“危机传播”这一专题予以了特别的关注，主要包括：美国独立战争的公关策略、1851第一届世博会的公关创举、美国洛克菲勒家族丑闻廓清公关战略、公关之父爱德华。伯内斯的实践、洛克韦尔的“四大自由”公关运动、可口可乐公司反种族歧视的公关广告策划、福特汽车公司与“安全第一”、西班牙走向民主的公关教育之力和EXXON的现代危机公关等。

书的第二部分将重点放在现代的重大国际公关事件。传播技术日新月异的发展打破了原有的国界限制，大大扩展了传统大众传播的染指领域。组织的活动将面对全世界的公众。本书所选择的各个案例反映了组织在应对国际公众方面所表现的前所未有的复杂性。所举五大当代公关杰作包括：公关推倒德国的心理柏林墙、公关刷亮不发达国家的形象、公关世纪杰作——中国申奥成功、互联网公关与反恐怖主义和跨国公关与现代战争等。

美国的公关实践在国际公关发展史上有着特殊的意义，但本书对别的国家的公关成就也予以应有的关注。比如，本书收集了西班牙、德国、哥伦比亚和中国的重要公关案例。

本书既可用作高等院校公共关系学课程的教材，也可供专业人士用作公共关系方面的辅导参考书。

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

Sermons

Special Events

Songs

Pamphlets

Newspapers

 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

Media Relations

Internal Public Relations

Pseudo-Events

 Open Fronts in the Public Relations Battle

The Social-Democratic Phantom

The Business with Death

 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

Audiences

Specific Tactics

Outcomes and Effectiveness

 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

 PR as Instrument of Cohesion and Support of National Values

 Introduction

 The Office of War Information(OWI)

 Norman Rockwell：The Most American of A11 American Artists

 Four Freedoms Campaign——Timeline

 The Sophistication of Simplicity：Rhetorical Analysis of the Four Freedoms

 Verbal versus Visual Messages

 The Four Freedoms Tour

 Conclusions

7.“Evil”Threats and Mass Hysteria

 McCarthyism and Mass Paranoia during the Cold War

 Introduction.

 The House Un.American Activities Committee(HUAC)

 McCarthy and McCarthyism(1950-1954)

 Mass Hysteria——Public Opinion in McCarthy's America

 Eisenhower and the Turn to Subtlety

 Audiences and Channels——Global Communication War

 Messages and Sources

Aliens，Plagues，and Other Sources of“Evil”

 Conclusions.

8.The Power of the Undecided and the Ignorant

 The 1986 NATO Referendum in Spain：A Political Mystery

 Introduction

 The Entry into the NATO

 Spanish Public Opinion during the Transition

 Thc Socialist wav to Power

 The Spanish Socialist Party in the Labyrinth

 The Final Run

The Art of Asking Questions

 Outcome of the NATO Referendum

 Conclusions

9.The Dead and the Public

 Johnson and Johnson's Successful Management of the Tylenol Crisis

 Introduction

 Crises'Life

 The Facts

 The Communication Moment

Consumers

The Press

Opinion Leaders

Employees

 Anatomy of a PR Concept——Factors of Success

 Conclusions

10.Worse Than Fate

 Exxon's Apologia Strategy in the Most InfamousCrisis of PR History

 Introduction

 The Facts

 Media Reactions

 Public Opinion's Wrath

 Political Implications

 Financial Consequences

 Apologia Strategies in Organizational Crises

 Exxon's Apologia Strategies

 Abuse of Apologies in Contemporary Public Relations

 Mistake or Just Fate?

 Conclusions

Second Part：Public Relations in a Global Era：Modern Trends

11.Toward a Fourth Reich?

 Hope，Fear，and Communication during theGerman Reunification Process

 Introduction

 The Chancellor and His Minister

 National Public Opinion

West Germany(FRG)

East Germany(GDR)

 International Expectation

 Messages

National Audiences

International Audiences

  Outcomes——Ratio versus Pathos

 Conclusions

12.The Man and His Mule

 Juan Valdez as Incarnation of 100％ Colombian Coffee

 Introduction

 FEDECAPE

Historical Background

Functions of PEDECAPE

 The Birth of Juan Valdez

 The PR Concept behind the Icon

 Coping with Unfavorable Market Conditions

 Conclusions

13.Communication Jihad

 English.Aljazeera.net：Paving the Way to the West

 Introduction

 Western and Islamic Feindbilder(Images of an Enemy)

 Al Jazeera in the Arab Media Landscape

 Al Jazeera's Position

The Arab Man on the Street

Al Jazeera's Reception and Perception in the West

Al Jazeera in the Westem Media

 English.AUazeera.net

Contextual Objectivity

Contents and Features

Two-Way-Symmetrical Communication

Don't Bomb Us

 Conclusions

14.TO win Is What Counts

 China's Candidacy for the Olympic Games 2008

 Introduction

 The Bid for the 2000 Olympics

 Olympic Games：Symbols and Values

 Main Obstacles

 BOBICO

 Gaining Support Inside。

 Gaining International Support

 Issues and BOBICO’S Handling Strategies

 Conclusions

15.Moral Legitimacy and War

 U.S.Communication Endeavors to Justify the Military Intervention in Iraq

 Introduction

 Historical Background：was It the End of History?

 Key Actors

 World Public Opinion

 Messages，Their Audiences。and Their Effects

Islamic World

Western and International Public Opinion

Internal Audiences(U.S.A.)

 Conclusions