Contents目 录Chapter 1 Introduction and Framework of the Book国际公关绪论11.1 Basic Knowledge基础知识21.1.1 Definition定义21.1.2 Features属性31.1.3 Elements要素41.1.4 Development发展51.1.5 Practice实施61.1.6 Theme Activities专题活动81.2 Bilingual Case Studies双语案例111.2.1 Chilean Mining Accident PR111.2.2 杭州城市品牌国际公关151.3 Further Reading拓展阅读171.3.1 Disneyland Resort IPR Campaign171.3.2麦当劳315事件公关201.4 Simulation情景模拟221.4.1 International IT Hub PR221.4.2 含氯可乐事件公关23Exercises本章练习题24Chapter 2 International Public Relations of Nation国家公关302.1 Basic Knowledge基础知识312.1.1 Definition定义312.1.2 Features属性312.1.3 Classification分类332.1.4 Evolution演变352.1.5 Practice实施372.1.6 Public Relations Planning公关策划402.2 Bilingual Case Studies双语案例422.2.1 9.11 Incident PR422.2.2 创意英国公关462.3 Further Reading拓展阅读482.3.1 Maldives Underwater Cabinet Meeting482.3.2 MH370事件公关522.4 Simulation情景模拟552.4.1 Chernobyl Disaster PR552.4.2墨西哥形象公关56Exercises本章练习题57Chapter 3 International Public Relations of Local Government地方政府国际公关643.1 Basic Knowledge基础知识653.1.1 Definition定义653.1.2 Features属性663.1.3 Classification分类673.1.4 Evolution演变683.1.5 Practice实施693.1.6 Games and Competitions赛事申办703.2 Bilingual Case Studies双语案例733.2.1 Brazil World Cup PR733.2.2 汶川地震公关763.3 Further Reading拓展阅读783.3.1 Hurricane Katrina PR783.3.2 2011年西安世界园艺博览会813.4 Simulation情景模拟833.4.1 Paris Hijacking833.4.2 第x届潍坊国际风筝节85Exercises 本章练习题86Chapter 4 International Public Relations of Intergovernmental Organization政府间国际组织国际公关914.1 Basic Knowledge基础知识924.1.1 Definition定义924.1.2 Features属性924.1.3 Classification分类944.1.4 Practice实施974.1.5 International Meeting国际会议984.2 Bilingual Case Stuides 双语案例1004.2.1 World Health Day Campaign1004.2.2 马德里311事件公关1044.3 Further Reading拓展阅读1074.3.1 UN Oil-for-Food Scandal PR1074.3.2 2014 APEC峰会公关1114.4 Simulation情景模拟1134.4.1 UN Peacekeepers Scandal PR1134.4.2 第X届东盟首脑会议公关114Exercises本章练习题116Chapter 5 International Public Relations of Non-Governmental Organizations非政府间国际组织国际公关1205.1 Basic Knowledge基础知识1215.1.1 Definition 定义1215.1.2 Characteristics特征1245.1.3 Objective目标1255.1.4 Principles原则1265.1.5 Practice实施1275.1.6 Fund Raising募集资金1295.2 Bilingual Case Studies双语案例1325.2.1 WWF Giant Panda Conservation PR1325.2.2 国际奥委会盐湖城丑闻公关1355.3 Further Reading拓展阅读1375.3.1 Sanishop PR1375.3.2 绿色和平组织我是一棵树公关1395.4 Simulation情景模拟1415.4.1 FIFA Corruption Crisis PR1415.4.2 地球一小时公关143Exercises本章练习题144Chapter 6 Public Relations of Foreign Transnational Corporations外国跨国企业国际公关1486.1 Basic Knowledge基础知识1496.1.1 Definition定义1516.1.2 Types of Company分类1516.1.3 Objectives目标1526.1.4 Evolution of PR for Foreign TNCs演变1556.1.5 Methods方法1566.1.6 Corporate Social Responsibility企业社会责任1576.2 Bilingual Case Studies双语案例1606.2.1 Nestle : The Baby Killer?1606.2.2 联邦快递公关1646.3 Further Reading拓展阅读1686.3.1 Shell and Its Environmental Issues1686.3.2 速成鸡事件公关1716.4 Simulation情景模拟1746.4.1 BP Oil Spill Issue1746.4.2 宜家:为大众创造美好的生活176Exercises本章练习题177Chapter 7 International Public Relations of China Transnational Corporation中国跨国企业国际公关1817.1 Basic Knowledge基础知识1827.1.1 Definition定义1827.1.2 Features属性1837.1.3 Classification分类1847.1.4 Evolution演变1867.1.5 Practice实施1877.1.6 PR Advertising公关广告1897.2 Bilingual Case Studies双语案例1907.2.1 Haier Branding Strategy1907.2.2 大白兔甲醛危机公关1947.3 Further Reading拓展阅读1977.3.1 Sany Group Sued Barak Obama1977.3.2 阿里巴巴美国IPO上市公关2007.4 Simulation情景模拟2037.4.1 WeChat PR2037.4.2 华为芭蕾舞鞋广告204Exercises本章练习题206Chapter 8 International Public Relations of Public Figures公众人物国际公关2098.1 Basic Knowledge基础知识2108.1.1 Definition定义2108.1.2 Features属性2118.1.3 Classification分类2128.1.4 Evolution演变2138.1.5 Practice 实施2158.1.6 Public Speech公关演讲2168.2 Bilingual Case Studies双语案例2178.2.1 Putins Hard-Man Image2178.2.2刘翔退赛危机公关2218.3 Further Reading拓展阅读2248.3.1 Lewinsky Scandal PR2248.3.2 陈光标慈善公关2288.4 Simulation情景模拟2308.4.1 Jolies Breast Surgery PR2308.4.2名人吸毒危机公关232Exercises本章练习题234Chapter 9 International Public Relations of Ordinary Figure普通人物国际公关2389.1 Basic Knowledge基础知识2399.1.1 Definition定义2399.1.2 Nature属性2419.1.3 Classification分类2439.1.4 Evolution演变2439.1.5 Process of Practice实施过程2469.1.6 Interpersonal Relationship人际交往能力2489.2 Bilingual Case Studies双语案例2509.2.1 David Chang: The Road to Fame2509.2.2 布鞋院士李小文2539.3 Further Reading拓展阅读2569.3.1 Luxor Temple Carving Issue PR2569.3.2 斯诺登:棱镜门前后的系列公关2599.4 Simulation情景模拟2619.4.1 Jiangs Kiss in the Airport2619.4.2 请吃切糕:大学生最可爱的危机公关263Exercises本章练习题264参考答案268英文参考文献276中文参考文献280