Public Relations Principles and Practice

Author: Jiang Nan
Publisher:
Publish Date: 2006-03-01
Features: The book has four main features: , Targetedness. The book breaks from the traditional practice of placing review questions at the end of chapters, following the natural thinking habits of students in class or self-study by setting up a "Pre-Class Thinking Questions" section. This guides students to approach learning with questions, think along the way, and answer them. After completing the chapter content, the questions naturally resolve, with thinking preceding learning, leading to better understanding and greater learning initiative. This enhances students' learning efficiency and makes it easier for teachers to conduct introductory teaching. Second, vividness. At the beginning of each chapter, the book first presents "Chapter Learning Objectives" and "Pre-Class Thinking Questions." Before diving into the main content, it provides a typical "Introductory Case" to broaden students' thinking and give them a concrete, vivid understanding of public relations-related theories. This lively and vivid example placed at the beginning of the chapter allows students to naturally connect the example with the relevant public relations theories in the chapter, seamlessly integrating public relations principles into their minds. Third, expansiveness. In this book, we have added a unique content extension point——“Public Relations Links.” The content of Public Relations Links involves related events, background information, and content from related disciplines. The book also intersperses some "Introductory Cases." They provide strong support for the key points in the book and play an important role in enhancing the understanding of public relations theories. Fourth, practicality. Given that this book is one of the series textbooks for marketing majors in higher vocational and technical colleges, we have specially set up "Practical Exercises" at the end of each chapter. These exercises are designed to train students' public relations application and operational skills, deepening their understanding and comprehension of classroom theory. They also help assess students' comprehension and learning effectiveness. Some assignments are arranged to be completed after class and outside school, which facilitates teachers' teaching activities and encourages students to extend their learning beyond the classroom into society. At the same time, to accommodate the characteristics of the marketing major, we have appropriately increased the content linking Public Relations and Marketing. This includes a certain comparison of the similarities and differences between the two subjects in theory and practical operations, making it easier for marketing majors to learn and deepen their understanding.