Public Relations

Author: Li Xingguo
Publisher:
Publish Date: 2004-01-01
Features: Compared to the author's previous textbooks, this one is more concise. It is the author's least wordy public relations book in 18 years of public relations research. Not only is the language concise, but the chapters have also been adjusted, fully targeting public relations theory and practice. It is tailored to different audiences without revisiting interdisciplinary topics, corporate culture, etc., nor including numerous case studies. As this textbook is designed to complement lectures, it leaves ample room for teachers' classroom flexibility.
This textbook incorporates the latest domestic and international public relations research findings and mature theories, emphasizing practicality. Many of its contents stem from the author's meticulous research and hands-on experience. It not only includes a wealth of new research findings but also focuses on directly presenting theoretical research results and their essence to readers. For example, instead of listing all the definitions and theoretical schools of public relations and their characteristics, it explains why there are so many definitions and how scientific definition methods should be applied to define public relations, highlighting the scientific definition.
Additionally, while acknowledging the importance of public relations in practice, the textbook provides detailed introductions to widely used practical tools such as public relations surveys, public relations planning, CIS design, and operational procedures. Based on the four-step work method, we have added a fifth step, "justification," to ensure that our proposed plans gain approval from decision-making bodies and avoid being shelved prematurely. This is the culmination of years of practice and an innovation in theory. The GIS section adheres to the "five-element theory," emphasizing practical effectiveness.