公共关系历史经典与当代杰作

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
Rockefeller's Toughest Batflefront
The Man Behind the Scenes：Ivy L.Lee
The Ludlow Campaign
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
7.“Evil”Threats and Mass Hysteria
8.The Power of the Undecided and the Ignorant
9.The Dead and the Public
10.Worse Than Fate
Second Part：Public Relations in a Global Era：Modern Trends
11.Toward a Fourth Reich?
12.The Man and His Mule
13.Communication Jihad
14.TO win Is What Counts
15.Moral Legitimacy and War