本書(shū)以公共關(guān)系基礎(chǔ)理論、公共關(guān)系歷史、公共關(guān)系實(shí)踐三大要素作為領(lǐng)頭,以公共關(guān)系三大目標(biāo)、公共關(guān)系工作三大基本方法、公共關(guān)系活動(dòng)四大步驟作為軀體,形成一個(gè)完整的、有機(jī)的、有邏輯性的學(xué)科體系。
李先國(guó),□,湖南常寧市人,浙江越秀外國(guó)語(yǔ)學(xué)院教授。2005年在蘇州大學(xué)獲比較文學(xué)與世界文學(xué)博士學(xué)位,2006年至2008年在上海師范大學(xué)跟從鄭克魯教授從事博士后研究工作。2013年在上□□國(guó)語(yǔ)大學(xué)參加出國(guó)留學(xué)人員英語(yǔ)培訓(xùn),2014年獲得國(guó)家留學(xué)□□委訪學(xué)項(xiàng)目,后在浙江越秀外國(guó)語(yǔ)學(xué)院網(wǎng)絡(luò)傳播學(xué)院從事公共關(guān)系學(xué)雙語(yǔ)課程、營(yíng)銷(xiāo)傳播、新媒體寫(xiě)作等教學(xué)與研究。2019年在西交利物浦大學(xué)參加雙語(yǔ)教學(xué)培訓(xùn)項(xiàng)目,2021年在浙江越秀外國(guó)語(yǔ)學(xué)院參加雙語(yǔ)教學(xué)培訓(xùn)項(xiàng)目。
在《文學(xué)□□》等海內(nèi)外各級(jí)刊物上發(fā)表《美劇<尼基塔>研究》等論文40余篇,完成省級(jí)課題2項(xiàng),主持省級(jí)重點(diǎn)課題1項(xiàng),出版《化俗從雅文學(xué)觀的建立——朱自清與西方文藝思想關(guān)系研究》等專(zhuān)著4部,主編浙江省“十三五”新形態(tài)教材《公共關(guān)系學(xué)》1部。獲得市級(jí)科研成果獎(jiǎng)4項(xiàng)。
Abstract
1.Abilities through This Book
2.Basic Description for This Book
Chapter 1 Profession-Reviewing the Definitions of Public Relations
1.Points of the Chapter Objectives
2.Understanding the Principles
3.Basic Situation
4.Leaming to Answer
5.Indication from Experience
6.Cases study
Chapter 2 Periods in the History-Evolution of Public Relations
1.Points of the Chapter Objectives
2.Understanding the Principles
3.Basic Situation
4.Learning to Answer
5.Indication from Experience
6.Cases Study
Chapter 3 Participation in Management-Lattitude of Public Relations
1.Points of the Chapter Objectives
2.Understanding the Principles
3.Basic Situation
4.Learning to Answer
5.Indication from Experience
6.Cases Study
Chapter 4 Practitioners and Organization as the Subject-Agents of Public Relations
1.Points of the Chapter Objectives
2.Understanding the Principles
3.Basic Situation
4.Leanung to Answer
5.Indication from Experience
6.Cases Study
……
Chapter 5 Public-Types of the Objects of Public Relations
Chapter 6 Planning-Initiative of Public Relations
Chapter 7 Publicity-Objective originally understood by Public Relations Communicators
Chapter 8 Practice of Public Relations-Norms of Special Activities
Chapter 9 Promotion of Organization Image-Status of Public Relations
References
"Pulling relationship" refers to the improper interpersonal activities such as "setting up personal relationship", "finding a way out" and "going through the back door". On the surface, the direct pur□□□e of public relations and "pulling relations"seems to be the same. They both hope that through interpersonal communication, the organization or enterprise can get the support of relevant parties, so as to solve problems smoothly. Therefore, some people think that as long as this goal can be achieved, any means can be adopted. What kind of public relations or "pulling relationship" are just different names. But in essence, the emergence of public relations is to fight against the bad phenomenon of "pulling relations". Therefore,there are essential differences between the two.
First, they have different social bases. Public relations are the product of the rapid development of commodity economy, the rapid expansion of information dissemination and the unprecedented complexity of modern economic life. "Pulling relations" is the product of closed and backward feudal economy. It came into being under the condition of low level of social productivity and insufficient goods and services.
Under the condition of highly developed commodity economy, enterprises encounter competitors, the traditional seller's market is gradually transformed into the buyer's market, and consumers have a choice. It is important for enterprises to survive and develop. How to expand the influence of enterprises in the public has become an important issue for modern entrepreneurs. Due to the expansion of the amount of information dissemination, enterprises need to timely and effectively transmit their own information to the public in the vast ocean of information, and also to timely and fully feed back the extemal information. Due to the unprecedented complexity of modern economic life, enterprises are facing a series of unprecedented new problems. All these problems need to be deeply studied and taken seriously, and a group of professionals who are familiar with public opinions and information dissemination are needed to solve them. Public relations is a summary of such practical experience.
Second, the pur□□□e of public relations and "pulling relationship" are different.The pursuit of public relations is that the economic benefits of enterprises are basically consistent with the interests of the public. Through long-term, □□□nned and effective public relations work, the enterprise will establish a good image in the society, and the enterprise will continue to develop under the premise of consistent with the public interest. The basic starting point of "pulling relations" is to benefit oneself at the expense of others, and to seek the private interests of individuals or small groups. Social interaction is regarded as a privilege to seek personal interests,and various social relations are regarded as private property of individuals or small groups, and as vested interests of individuals or small groups. As a result, individuals tend to fill their own pockets, while social and public interests are seriously damaged.