The use of multi-disciplinary theories and methods of public relations activities and rules and disciplines. Formed in the 20th century, 20s. The main contents are the nature of public relations, elements and functions of the objectives, the implementation of PR activities, strategies, and effects, public relations and pragmatic application of technology.
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Definition
The objective refers to the phenomenon of public relations and activities of law for the study of an integrated applied science, is the study of organizational communication and communication with the public acts, laws and methods of a discipline. Public relations is a highly applied course for individuals and any organization. Public relations school reform and opening up as China needs, social progress, economic development, the formation of a new application of a strong discipline, a social organization to establish a good image in the public, the use of communication, media and communication means, consistent with the interests of the public to form social relationships. The purpose of this course is _set_ up, that is, the system's public relations theory and practice of learning, to equip students with the basic principles of public relations and practices, broaden their knowledge to meet the current needs of reform and opening up.
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Object
As a discipline, public relations study on the whole, it must include all the social phenomena and public relations activities of law. Community organizations to use public relations as a means of communication to deal with the behavior of various types of public relations, its laws of social phenomena and activities into the following three aspects can be specific, the public relations of the three specific objects: First, as a function of social organization and management of the phenomenon of public relations and law. Second, as a social organization and its public information dissemination activities between the phenomenon of public relations and law. Third, as dealing with specific types of public relations and public relations of the phenomena and laws.
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Content
Public relations research generally, including nine areas: (1) the concept of public relations, scope and nature (that "what is public relations"); (2) the origin and development of public relations history (that "public relations context"); (3) Public relations and functions of actors (state, "who engaged in public relations? Doing?"); (4) public object analysis (description, "with whom to carry out public relations activities"); (5) Public relations management process (that "how to do public relations"); (6) public relations media and its application methods (that "what public relations means and methods to carry out"); (7) Practice of Public Relations activities (Note: do public relations for the main "); (8) Public relations professional ethics and legal constraints; (9) Public relations and research applications in China's national conditions and characteristics.
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Significance
Learn public relations for the practical significance to understand the following five aspects: (1) meet the needs of opening up. Opening up of China and the outside world need to strengthen communication between the two, especially in today's global economic integration, background, on the one hand to understand the world, on the one hand to the world their own; opening up the image of the management issues become increasingly prominent, need to establish PR awareness and strengthen the public relations management; opening required by the international practice, especially in China's accession to the World Trade Organization (WTO), the learning and use of public relations help to improve and standardize the behavior of organizations. (2) to adapt to the needs of reform, reform, promote the development of horizontal linkages, the organization's increasingly complex social relations, the relationship between the organization status (social relations and public opinion) and behavioral changes brought new, it needs to be applied strengthen the organization's public relations social communication and social coordination. (3) to meet the market needs of economic development. Market economy has brought a wide range of division of labor relations and the fierce market competition, business organizations need to use public relations to expand cooperation to enhance competitiveness, and establish organization and its products, reputation, reputation, and promote economic and social benefits . (4) to adapt to the modern information society. Modern information and communication technologies and communication methods, has contributed to the concept of social interaction and communication behavior change. The development of mass communication in particular, to the growing role of public opinion, so that organizational image management issues become increasingly prominent, need to use public relations to understand public opinion and guide public opinion, to improve the organization's survival and development environment. (5) to adapt to social stability. China's reform and opening up and development of market economy requires political stability and unity, so need to strengthen social work in public relations, strengthen the government and the two-way communication between the public and strengthen leaders and the led between the knowledge, understanding, trust and cooperation to form a harmonious social atmosphere.
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How to develop with Chinese characteristics, public relations
Development with Chinese characteristics, public relations, public relations is the process of practice and theory put forward a new topic. To answer this issue, we must-depth study of the situation in China to study Chinese practice of public relations exposed in the special problems of Chinese public relations practice environment and conditions, to sum up experience and summarized the law and then to guide practice. Of "conditions", is the development of public relations with Chinese characteristics, a pre-school premise. This growth far as the conditions necessary for public relations point of view of "national conditions." From a cultural psychology, the general view that the fundamental spirit of Chinese traditional culture, including the straight right way, your and holding, the people are to help the average light of equality and Emotion Management, and many other aspects of these traditional cultural spirit, one can see Chinese culture spread to the public in China, either positive or negative ramifications. Way from the economic point of view then, the Chinese economy so far has not reached the level of full market economy, but the planned economy, the natural economy and market economy, a combination of hybrid, and finally the one hand, it is in the world economy under the impact of wave in the open market economy emerged. It is neither in the full development of mainland China, but also uneven. This is caused by development of public relations has varying the speed of the main reasons. Finally, the management system from the point of view, regardless of party, Separation of the Government of China is still one of the major drawbacks of the management system, in particular, highlighted that the unification of the existing public opinion, media monopoly, and very few private newspapers, the result would be the relative lack of independence of media, communication system, rigid, single channels of communication, the social role of public opinion and public opinion is not strong. This will greatly affect the social effects of public relations. Despite the public relations started late in China, despite China's political democracy, market economy and information society, etc. There are quite a lot of imperfections, the Department developed, but with the rise of China's socialist market economy, institutional the deepening of reform, political democratization and modernization process, China's vigorous development of public relations is inevitable not be stopped, public relations in China has been encouraging the brilliant prospects.
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Public Relations Course
Main courses: communication, management, marketing, political science, sociology, social psychology, public relations principles, practices and cases of public relations, advertising principles, advertising planning and strategy, advertising design, CI strategy, corporate culture, science and art of leadership, organizational behavior, interpersonal communication and etiquette, public relations, writing, eloquence and presentation, negotiation skills, social survey methods, computer applications, mass media studies, film and television production, photography, broadcasting regulations and tutorials, communication Ethics, aesthetics, international relations. Duration: 4 years. Degree: Bachelor of Management
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Employment prospects and the creation of institutions
Employment Prospects: all levels of government, enterprises, institutions and the media engaged in information research, corporate culture, image planning, promotion, exchange of foreign affairs, such as the United Front Work Overseas. Distribution of institutions: 【】 Communication University of China, Beijing 【】 Donghua University, Shanghai, Second Polytechnic University, East China Normal University, Shanghai International Studies University, Shanghai Normal University 【】 Zhongshan University, Guangzhou Hainan University, Hainan City】 【
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Book Information
Title: Public Relations Of: Shen Yongxiang, Hong Xiao Publisher: Chemical Industry Press Publication date: 2009-5-1 ISBN: 9787122046574 Folio: 16 open Price: 18.00 yuan
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Introduction
Public relations has become a modern social organization management functions, has also become an important part of organizational strategy, is to organize and coordinate the initiative to adapt to constantly changing internal and external environment of the important functions. Meanwhile, public relations and information dissemination through images, a directional infiltration, breakthrough goal, relationship communication and an important means of conflict resolution. Learn public relations is imperative. This book is divided into eight chapters, and easy introduction to the history of public relations, principles, functions, public relations agencies, public relations object model of public relations, public relations programs, public relations communication, public relations, advertising, public relations work of the daily work and special , CIS and public relations, public relations and etiquette. Book of higher vocational and technical courses into the latest thinking in education reform, the introduction of the task, citing a large number of new cases in a more clear analysis, so that students can be more relaxed learning environment to gain something. Book for the professional use of higher vocational education, but also can be used for secondary vocational schools and staff working in public relations reference.
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Book directory
Chapter I Overview of public relations The concept of Public Relations Section First, the public relations Second, public relations and elements of the meaning of Section II of the functions of public relations First, the information and intelligence functions Second, the functions of the Advisory Staff Third, communication and coordination functions Fourth, public relations disputes Fifth, diplomatic functions of communication Sixth, social interaction, promote friendship Section of public relations organization and the quality of employees required First, the public relations organization Second, the quality requirements of public relations practitioners Chapter public relations models and target audiences Public Relations Section Mode type First, the publicity-based public relations Second, the communicative public relations Third, service-oriented public relations Fourth, community-based public relations Five types of public relations consulting Sixth, the construction type of public relations Seven types of public relations to maintain Eight public relations offensive Nine, defensive public relations X. Public Relations Corrected Section within the public social organization First, workers Second, shareholders Section III of social organizations outside the public First, the customer Second, community Third, the Government Fourth, the media Fifth, financial sector VI, celebrities VII, foreign guests, customers Chapter Public Relations Program Survey of Public Relations Section First, the public relations survey methods Second, the content of the survey of public relations Planning Public Relations Section First, the organizational image design Second, determine the public relations objectives Third, _select_ the PR mode Fourth, the formulation of public relations program Fifth, financial budget preparation and reporting The implementation of Public Relations Section A _select_ed media publicity Second, determine the modalities Evaluation of Public Relations Section First, the image of testing results Second, the annual summary report Third, the social evaluation Fourth, analysis of news media Chapter IV daily work of public relations Reception and visit the work of Section First, the visitor reception Second, the phone reception Third, the call of work Publicity Section First, the daily document writing Second, writing press releases news Chapter V Public Relations Special Activities Section Social Sponsorship First, the purpose of social sponsorship Second, the main target of social sponsorship Third, the social organization of sponsorship Fourth, note sponsorship Exhibition II First, the role of the exhibition Second, the type of exhibition Third, the organization of exhibitions Section III Crisis First, the characteristics of the crisis Second, the type of crisis Third, crisis prevention and management Celebration IV First, in the form of celebration Second, the celebration activities of the organization and arrangements Chapter VI CIS strategy and public relations Chapter VII of the Public Relations Advertising Chapter VIII of the Public Relations Etiquette References
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Public Relations
Of: Lv Weixia ed Publisher: Foreign Economic and Trade University Press Publication date: 2009-10-1 Folio: 16 open India views: 1 Paper: off_set_ paper ISBN: 9787811344684 Packing: Paperback Categories: Books>> MANAGEMENT "> Marketing / Marketing>> Public Relations (PR) Price: ¥ 25.00 Introduction This book describes the basic principles of public relations and basic skills, including: an overview of public relations, public relations organizations and public relations, public relations communication theory, principles and functions of public relations, object relations, public relations models and techniques, public relations work procedures PR crisis prevention and treatment, public relations activities. Directory Chapter Introduction to Public Relations Section of public relations and development Section II the basic meaning of public relations Synchronous measurement and analytical training Chapter II Organization and PR PR Public Relations Section of the main Section of Public Relations and Public Relations Public Relations Section staff Synchronous measurement and analytical training Chapter Communication Theory and Practice of Public Relations First section the basic theory of transmission and the corresponding PR value Section II of the main factors affect the spreading effect Section III mode of transmission, the role of media and communication options Synchronous measurement and analytical training Chapter IV the principles and functions of public relations First section the basic principles of public relations Public relations functions II Synchronous measurement and analytical training Object Relations Chapter Internal Public Relations Section Customer Public Relations Section PR III Government Public Relations Section Community public relations V Celebrity PR VI Other public Category VII Synchronous measurement and analytical training Chapter VI PR model and public relations skills Section PR mode II public relations skills Synchronous measurement and analytical training Chapter VII of the organization's image promotion Organization Image Studies Section Section two measured dimensions of public relations and image building strategy Organizations to promote the image of the third quarter, consolidated Synchronous measurement and analytical training Chapter VIII of the general working procedures of public relations Survey of Public Relations Section Planning Public Relations Section The implementation of public relations III Assessment of Public Relations Section Synchronous measurement and analytical training Chapter public relations crisis prevention and treatment Section I Overview of public relations crisis Section crisis prediction and prevention PR Crisis Management Section Synchronous measurement and analytical training Chapter public relations campaign Public information Public Relations Section Manufacturing News Section Section III Press Conference Advertising Public Relations Section V exhibitions, marketing activities VI Social Sponsorship Synchronous measurement and analytical training Comprehensive training and analytical testing Comprehensive training and analytical measurement (a) Comprehensive training and analytical measurement (b) Comprehensive training and Analytical Measurement (c) Comprehensive training and analytical measurement (d) Comprehensive training and Analytical Measurement (V) References
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Basic Introduction
Public relations school reform and opening up as China needs, social progress, economic development, the formation of a new application of a strong discipline, a social organization to establish a good image in the public, the use of communication, media and communication means, consistent with the interests of the public to form social relationships.
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Related development
How to develop with Chinese characteristics, public relations Development with Chinese characteristics, public relations, public relations is the process of practice and theory put forward a new topic. To answer this issue, we must-depth study of the situation in China to study Chinese practice of public relations exposed in the special problems of Chinese public relations practice environment and conditions, to sum up experience and summarized the law and then to guide practice. Of "conditions", is the development of public relations with Chinese characteristics, a pre-school premise. This growth far as the conditions necessary for public relations point of view of "national conditions." From a cultural psychology, the general view that the fundamental spirit of Chinese traditional culture, including the straight right way, your and holding, the people are to help the average light of equality and Emotion Management, and many other aspects of these traditional cultural spirit, one can see Chinese culture spread to the public in China, either positive or negative ramifications. Way from the economic point of view then, the Chinese economy so far has not reached the level of full market economy, but the planned economy, the natural economy and market economy, a combination of hybrid, and finally the one hand, it is in the world economy under the impact of wave in the open market economy emerged. It is neither in the full development of mainland China, but also uneven. This is caused by development of public relations has varying the speed of the main reasons. Finally, the management system from the point of view, regardless of party, Separation of the Government of China is still one of the major drawbacks of the management system, in particular, highlighted that the unification of the existing public opinion, media monopoly, and very few private newspapers, the result would be the relative lack of independence of media, communication system, rigid, single channels of communication, the social role of public opinion and public opinion is not strong. This will greatly affect the social effects of public relations. Despite the public relations started late in China, despite China's political democracy, market economy and information society, etc. There are quite a lot of imperfections, the Department developed, but with the rise of China's socialist market economy, institutional the deepening of reform, political democratization and modernization process, China's vigorous development of public relations is inevitable not be stopped, public relations in China has been encouraging the brilliant prospects. Employment prospects and the creation of institutions Employment Prospects: all levels of government, enterprises, institutions and the media engaged in information research, corporate culture, image planning, promotion, exchange of foreign affairs, such as the United Front Work Overseas. Part of the creation of institutions institutions: 【】 Communication University of China, Beijing 【】 Donghua University, Shanghai, Second Polytechnic University, East China Normal University, Shanghai International Studies University, Shanghai Normal University 【】 Zhongshan University, Guangzhou Hainan University, Hainan City】 【 Etc.
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Related Books
Version of a Title: Public Relations Of: Shen Yongxiang, Hong Xiao Publisher: Chemical Industry Press Publication date: 2009-5-1 ISBN: 9787122046574 Folio: 16 open Price: 18.00 yuan Introduction Public relations has become a modern social organization management functions, has also become an important part of organizational strategy, is to organize and coordinate the initiative to adapt to constantly changing internal and external environment of the important functions. Meanwhile, public relations and information dissemination through images, a directional infiltration, breakthrough goal, relationship communication and an important means of conflict resolution. Learn public relations is imperative. This book is divided into eight chapters, and easy introduction to the history of public relations, principles, functions, public relations agencies, public relations object model of public relations, public relations programs, public relations communication, public relations, advertising, public relations work of the daily work and special , CIS and public relations, public relations and etiquette. Book of higher vocational and technical courses into the latest thinking in education reform, the introduction of the task, citing a large number of new cases in a more clear analysis, so that students can be more relaxed learning environment to gain something. Book for the professional use of higher vocational education, but also can be used for secondary vocational schools and staff working in public relations reference. Version II Basic information Of: Lv Weixia ed Publisher: Foreign Economic and Trade University Press Publication date: 2009-10-1 Folio: 16 open India views: 1 Paper: off_set_ paper ISBN: 9787811344684 Packing: Paperback Categories: Books>> MANAGEMENT "> Marketing / Marketing>> Public Relations (PR) Price: ¥ 25.00 Introduction This book describes the basic principles of public relations and basic skills, including: an overview of public relations, public relations organizations and public relations, public relations communication theory, principles and functions of public relations, object relations, public relations models and techniques, public relations work procedures PR crisis prevention and treatment, public relations activities.
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