Dr．Jose Carlos del Ama has an extended international experience in both the study and the practice of public relations．He completed his Ph．D．at the Johannes Gutenberg—Universitat in Mainz(Gei-many)under the tutorship of Elisabeth Noelle—Neumann，the author of the renowned social—sciences best—seller The spiral of Silence．Dr．del Ama also studied at the Universidad Complutense in Madrid(Spain)，where he achieved his Master Degree in Communication．In addition to Public Relations，other emphases of Dr．del Ama's scholarly activity are the study of public opinion in literature and philosophy，the social—psychological implications of the concept of honor and the value change research．During his extensive academic career,Dr．del Ama has published articles and books in three major European languages(German，English and Spanish)and has been regularly teaching at the Universidad de Navarra(Pamplona，Spain)，the Johannes Gutenberg—Universitat(Germany)，the University of Connecticut (U．S．A．)and the Central Connecticut State University(U．S．A．)．Lately，Dr．del Ama has been working with several companies and organizations in different European countries and the U．S．A．，helping them design and implement online PR strategies．
书摘
Table of Contents
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 American Revolution
Introduction
Communication Channels
Sermons
Special Events
Songs
Pamphlets
Newspapers
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
Media Relations
Internal Public Relations
PseudoEvents
Open Fronts in the Public Relations Battle
The SocialDemocratic Phantom
The Business with Death
Conclusions
3. Greedy Monsters or Lovely Giants?
Ivy L.Lee's PR Battle to Clean up the Name of the Rockefeller Family after the Ludlow Massacre Introduction
Public Perception of the Tragedy
Rockefeller's Toughest Battlefront
The Man Behind the Scenes: Ivy L. Lee
The Ludlow Campaign
Audiences
Specific Tactics
Outcomes and Effectiveness
Ivy L. Lee on Philanthropy
Lee's Own Reputation
Conclusions
4. Torches of Freedom
Edward L. Bernays: Public Opinion Engineer
Introduction
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 SuperMinister
Basic Ideas behind the Propaganda Factory
Feindbilder (Images of the Enemy)
AntiSemitic Film
Power's Only Source
Conclusions
6. Rockwell's Four Freedoms Campaign
PR as Instrument of Cohesion and Support of National Values
Introduction
The Office of War Information (OWI)
Norman Rockwell: The Most American of All American Artists
Four Freedoms Campaign — Timeline
The Sophistication of Simplicity: Rhetorical Analysis of theFour Freedoms
Verbal versus Visual Messages
The Four Freedoms Tour
Conclusions
7. “Evil” Threats and Mass Hysteria
McCarthyism and Mass Paranoia during the Cold War
Introduction
The House UnAmerican Activities Committee (HUAC)
McCarthy and McCarthyism (19501954)
Mass Hysteria — Public Opinion in McCarthy's America
Eisenhower and the Turn to Subtlety
Audiences and Channels — Global Communication War
Messages and Sources
Aliens, Plagues, and Other Sources of “Evil”
Conclusions
8. The Power of the Undecided and the Ignorant
The 1986 NATO Referendum in Spain: A Political Mystery
Introduction
The Entry into the NATO
Spanish Public Opinion during the Transition
The Socialist Way to Power
The Spanish Socialist Party in the Labyrinth
The Final Run
The Art of Asking Questions
Outcome of the NATO Referendum
Conclusions
9. The Dead and the Public
Johnson and Johnsons Successful Management of the Tylenol Crisis
Introduction
Crises Life
The Facts
The Communication Moment
Consumers
The Press
Opinion Leaders
Employees
Anatomy of a PR Concept — Factors of Success
Conclusions
10. Worse Than Fate
Exxon's Apologia Strategy in the Most Infamous Crisis of PR History
Introduction
The Facts
Media Reactions
Public Opinion's Wrath
Political Implications
Financial Consequences
Apologia Strategies in Organizational Crises
Exxon's Apologia Strategies
Abuse of Apologies in Contemporary Public Relations
Mistake or Just Fate?
Conclusions
Second Part: Public Relations in a Global Era: Modern Trends
11. Toward a Fourth Reich?
Hope, Fear, and Communication during the German Reunification Process
Introduction
The Chancellor and His Minister
National Public Opinion
West Germany (FRG)
East Germany (GDR)
International Expectation
Messages
National Audiences
International Audiences
Outcomes — Ratio versus Pathos
Conclusions
12. The Man and His Mule
Juan Valdez as Incarnation of 100% Colombian Coffee
Introduction
FEDECAFE
[DW]Historical Background
Functions of FEDECAFE
The Birth of Juan Valdez
The PR Concept behind the Icon
Coping with Unfavorable Market Conditions
Conclusions
13. Communication Jihad
English.Aljazeera.net: Paving the Way to the West
Introduction
Western and Islamic Feindbilder (Images of an Enemy)
Al Jazeera in the Arab Media Landscape
Al Jazeera's Position
The Arab Man on the Street
Al Jazeera's Reception and Perception in the West
Al Jazeera in the Western Media
English.Aljazeera.net
Contextual Objectivity
Contents and Features
TwoWaySymmetrical Communication
Don't Bomb Us
Conclusions
14. To Win Is What Counts
China's Candidacy for the Olympic Games 2008
Introduction
The Bid for the 2000 Olympics
Olympic Games: Symbols and Values
Main Obstacles
BOBICO
Gaining Support Inside
Gaining International Support
Issues and BOBICO's Handling Strategies
Conclusions
15. Moral Legitimacy and War
U.S. Communication Endeavors to Justify the Military Intervention in Iraq
Introduction
Historical Background: Was It the End of History?
Key Actors
World Public Opinion
Messages, Their Audiences, and Their Effects
Islamic World
Western and International Public Opinion
Internal Audiences (U.S.A.)
Conclusions
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