●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......
內容簡介
本書提供的重大公關案例，旨在幫助公關領域裡的專家學者、高校學生和研究生及廣大從業人員解釋公共關繫這一行業的歷史發軌跡和近期新發展趨勢。
書的靠前部分收集了具有歷史裡程碑性質的公關事件。讀者將從案例中了解這一行業裡很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的組織，對“危機傳播”這一專題予以了特別的關注，主要包括：美國獨立戰爭的公關策略、1851靠前屆世博會的公關創舉、美國洛菲勒家族丑聞廓清公關戰略、公關之父愛德華。伯內斯的實踐、洛韋爾的“四大自由”公關運動、可口可樂公司反種族歧視的公關廣告策劃、福特汽車公司與“安全靠前”、西班牙走向民主的公關教育之力和EXXON的現代危機公關等。
書的第二部分將重點放在現代的重大靠前公關事件。傳播技術日新月異的發展打破了原有的國界，......
