公共关系新论理论与实务笔记New theory of public relations theory and practice note文档格式.docx

公共关系新论理论与实务笔记New theory of public relations theory and practice note文档格式.docx

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3,mediaandmeansofcommunication.Thisisthewayandmethodofcommunicationbetweensubjectandobjectofpublicrelation.Mediareferstonewspapers,television,radio,websitesandothermeansofcommunication,referringtovariousspecificmeansofcommunication,suchasdialogue,interviews,meetings,activitiesandsoon.

4,mutualunderstanding,trustandsupportofdependence,whichistheessenceofpublicrelations.Publicrelationsreflectthetwo-waycommunicationbetweentheorganizationandthepublic.Understandingreferstotheopennessandequalityofbothsidesofinformation.Trustreferstounderstandingandunderstanding,andsupportreferstotheconsistencyofthedirectionofbothacts.

Thedefinitionofpublicrelationspractice:

specificpublicrelationsworkorpublicrelationspracticecalledpublicrelationspractice.Inotherwords,theconcreteimplementationandprocessofanorganization'

spublicrelationsisthepracticeofpublicrelations.

Functionsofpublicrelations:

1,communicationorganizationimage

2.Coordinatetheorganizationalenvironment

3,participateinorganizationaldecision-making

4,strengthenorganizationalunity

5,toimproveorganizationalefficiency

Thesecondsection.Theconditionsandstatusofpublicrelations

PublicrelationsoriginatedintheUnitedStates,anditsobjectiveconditionsare:

1,thedevelopmentofcommodityeconomyhaslaidaneconomicfoundationforthedevelopmentofpublicrelations

2,theriseofthesocialpublicpowerhaslaidasocialfoundationfortheemergenceofpublicrelations

3,thedevelopmentofthemediahaslaidascientificfoundationforthedevelopmentofpublicrelations

4,theprogressofdemocracyhaslaidapoliticalfoundationforthedevelopmentofpublicrelations

5,modernmanagementtheoryhaslaidatheoreticalfoundationforthematurityofpublicrelations

IvyLee:

in1903,thereporterIvey."

UnitedStates"

NewYorkTimesinNewYorkcreatedtheworld'

sfirst"

propagandaadvisoryfirm"

namelypublicrelationsconsulting,whichisasignofthebirthofmodernpublicrelations.Thecoreofhispublicrelationsthoughtwas"

tellingthetruth"

andin1906hepublishedadeclarationofprinciplestothepress.Hiscontributionwastomakepublicrelationsacareer,andtocreateprinciplesandmethodsforpublicrelations.

EdwardBerners:

hemadeimportantcontributionsinpromotingpublicrelationssubject,in1923completedthefirstmonograph"

PublicRelationsDepartmentofpublicopinion"

inthesameyearsetting,NewYorkUniversityopenedforthefirsttimecourseofpublicrelations.In1952,heeditedthetextbook"

publicrelations"

whichprovidedacompletedisciplinesystemforpublicrelations."

Goodforthepublic"

isanimportantpartofBerners'

spublicrelationsthought.

"

Effectivepublicrelations"

:

1952,byScottoftheUnitedStates.Katelipu,Allen.Glen.BloomandVincentcowrittenabook,putforwardthebasicideaoftheorganizationandpublic"

two-waycommunication"

.

Thefourpillarsofmodernenterprise:

capital,equipment,talentsandpublicrelations.

Thethirdquarter.theriseofpublicrelationsinourcountry

Thereasonsfortheriseofpublicrelationsinchina:

1,Economicmarketization?

2,andpoliticaldemocratization?

3,Socialharmony?

Thedifferencebetweenpublicrelationsandtension:

1,Publicrelationsfocusonthelong-termgoaloftheorganization,theunityofinterestsandsocialinterests,adheretotheoverallinterestsofthesocialistconstructionfortheprinciple;

andpullonlyfromtheirowninterestsortheinterestsoftherelationshipbetweensmallgroupsofpurposethroughdamagetotheorganizationandthesocialpublicinterests,

Fundamentallycontrarytotheprinciplesofpublicrelations.

2,Publicrelationisakindoforganizationandorganization,organizationandvariouspublicbetweenpublicsocialrelations,publicrelationsstaffonbehalfoftheorganization;

theLatinAmericanrelationsisfacingtheindividualmembersoftheorganization,isapersonalrelationshipinasneakywaytohide.

3,andthepublicrelationsworkistoachievetwo-waycommunicationwiththepublicbymeansofhonestandhonestexternalcommunicationandperfectmeansofsocialservice.Pullties,etc.,istheuseofpersonalrelations,theuseoflegalandmoralmeanstotacklekeyproblems"

4.Publicrelationsplaya"

unitywithintheoutside,outsidedevelopment"

andpromotethehealthyfunctioningofsocietyandcoordinateddevelopment.The"

pull"

relationshipisabadhabit,asocialnormofmisconduct,whichposesaseriousthreattothesocialisteconomicconstructionandsocialcustoms.

Thesecondchapter..Theelementsandproceduresofpublicrelations

Section1themainbodyofpublicrelations

Generalizedpublicrelationssubject:

socialorganization

Classificationofsocialorganizations:

1,fromthenature,socialorganizationsaredividedintopoliticalorganizations,economicorganizations,militaryorganizations,culturalorganizationsandsoon.

2,inform,socialorganizationscanbedividedintoformalandinformalorganizations.

3,fromthepointofviewofprofit,socialorganizationscanbedividedintofor-profitorganizations,non-profitorganizationsandgovernmentorganizations.Thegovernmentorganizationshererefertothemilitary,policeandlocalgovernmentsatalllevelsservingthecommunityandthepublic.

4,asthestandardofpublicrelationsactivities,socialorganizationscanbedividedintogovernmentorganizations,manufacturingenterprises,organizations,businesses,serviceorganizations,businessorganizationsandsocialorganizations.

Narrowsensepublicrelationssubject:

publicrelationsorganizationsandpractitioners

Threetypesofpublicrelationsorganizations:

1aprofessionalpublicrelationscompany（industrialpublicrelationscompanies,specialbusinesspublicrelationscompanies,integratedpublicrelationscompanies）

2.Thepublicrelationsdepartmentswithinthesocialorganization（thehighestleadership,directresponsibilitytype,otherfunctionaldepartmentsjuxtaposed,departmentalsubordination）

3publicrelationsorganizations（Comprehensivesocieties,academicsocieties,publicrelationssocieties）

Publicrelationspractitionersshouldhavethequality:

professionalethics,professionalknowledge,interpersonalcommunicationability,organizationandcoordinationability.

Thesecondsectiontheobjectofpublicrelations?

Themeaningandcharacteristicsofthepublic:

thepublicisageneraltermfortheobjectsofpublicrelationscommunication,andisanindividual,agrouporasocialorganizationthatinteractswiththesubjectofpublicrelations.Itischaracterizedbycommonality,diversity,variabilityandpsychologicalcharacteristics.

Classificationofthepublic:

1,accordingtotherelationshipbetweenthepublicandthesocialorganizations,theyaredividedintotheinternalpublicandtheexternalpublic.

2,accordingtothedevelopmentstagesoftherelationshipbetweenthepublicandtheorganizations,theyaredividedintononpublic,potentialpublic（alsoknownashiddenpublic,futurepublic）,publicandmobilepublic.

3,inaccordancewiththedegreeofstabilityofthepublictotheorganization,dividedintotemporarypublic,cyclicalpublicandstabilityofthepublic.

4,accordingtotheimportanceofthesurvivalanddevelopmentoftheorganization,itisdividedintotheprimarypublic,thesecondarypublicandthemarginalpublic.

Thirdpublicrelationsprocedures?

Publicrelationsfourstepapproach:

publicrelationssurvey,publicrelationsplanning,publicrelationsplanimplementation,publicrelationsevaluation.

Perspectivesofpublicrelationsresearch:

literatureresearch,publicopinionpolls,andpublicrelationsforecasting.

Publicrelationsprogramsincludetheestablishmentofpublicrelationsgoals,thedevelopmentofpublicrelationsprograms,andbudgeting.

Theimplementationofthepublicrelationsprogrammeincludesthechoiceofpublicrelationstools,theimplementationofpublicrelations,mediaandpublicrelationsprogrammes.

Publicrelationsassessmentincludes:

assessingtheeffectivenessofpublicrelationswork,workingproceduresforpublicrelationsassessment,assessingpublicrelationsactivities,interpretingandutilizingassessmentresults.

Thethirdchapter..thebasicprinciplesofpublicrelations

Section1thegoalprincipleofpublicrelations?

Theobjectiveprincipleofpublicrelations:

1,reciprocityandmutualbenefit,thepublicinterestpriority（mutualbenefitis"

positiveandgame"

）

2,asawhole,socialbenefitsareheavy（includingsocialandeconomicbenefits,s