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1、公共关系 学 Public Relations 主讲：江东权副教授管理学院行政管理专业教研室成都信息工程学院成都信息工程学院E-mail: Mobile Phone: 13980966804几点说明 I.About the book:The Practice of Public Relations ，清华大学出版社 II.About Public Relations：定义很多。 III.How to study this course?1. Prepare for the class.2. Review the textbook after the class.3. Practice in y
2、our daily life. IV. About the exam: 50% daily achievement+50% final exam. V. About the class: 1. Thouse whose are absent will be punished 3 scoure each time.2. Thouse whose are late for the class will be punished 1 score each time.3. Thouse who break the requirements will be punished 3 score each ti
3、me.Chapter one What is Pulic Relations?1.Read the material in page 1Answer the following questions:1. What happened after Mr. Ballmer casually mentioned to a group of reporters that the stock of Microsoft was selling at too high a price?2. What had driven the Nasdaq stock index to its fourth worst p
4、oint decline?3. Can you say something about the Public relations?2.Point out the importance of PRI. In the realm of entertainment:II. In the field of politics:III. In business: IV. In the media: V. In our daily life:3.Doing the right thing I. What is the difference between “Doing the right thing and
5、 doing the things right”? Which is more important?II. Public relations help the organizations do the right thing.III. Now, the public relations has grown immeasurably in numbers and respect over the last three decades and today is clearly a growth industry. (refer to page 4) 4.Prominence of Public r
6、elations I. In the dawn of the 21st century, the prominence of the public relations has never been greater. downsizing, layoffs, mergers, firing have become standard business practice当前席卷全球的金融风暴使企业倒闭，员工失业。 II. President Clinton, George W. Bush, Prime Minister Blair attached importance to public rela
7、tions.III. Salaries for public relations executives continued to rise in both corporations and agencies.5.Defining public relationsPublic relations is a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation betwe
8、en an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize cha
9、nge, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principal tools. 几个定义的探讨I、公共关系是社会组织于公众之间的双向传播和 沟通行为，协调社会组织与各公众之间的利益关 系，以求得相互了解，相互合作，实现良好的社 会效益和最佳的经济效益的活动过程。 II、公共关系是社会组织为了塑造自身形象，通过 传播、双向沟通和活动影响公众的科学和艺术。 III、公共
10、关系是一个社会组织与其特定的公众的双 向沟通和精诚合作而进行的遵循一定行为规范和 准则的传播活动。居延安（复旦大学） 6、公共关系的三大要素I、主体社会组织 II、客体社会公众 III、媒介传播 7.Defining by functions I.R-A-C-E: ResearchActionCommunicationEvaluation II.R-O-S-I-E:ResearchObjectivesStrategiesImplementationEvaluation.8.The practitioners are interpreters I.Public relations practit
11、ioners are interpreters. They must interprete the philosophies,policies,programs and practices of the management to the publics. They also must convey the attitudes of the publics to their management.II.The practitioners must gain attentions, understanding, acceptance, action from the target publics
12、. But they must have to know what the management is thinking. 9. The publics of public relations Internal and external Primary（首要公众）, secondary（次要公众）, and marginal（边缘公众） Traditional and future Proponents（支持者）, opponents（反对者）, and the uncommitted(不确定的）公共关系影响的艺术PR客户投资者员工社区政府媒体供应商消费者合作伙伴第一章小结1、什么公共关系？学
13、习公共关系的作用和 意义有哪些？ 2、怎么理解公共关系是帮助组织作正确的 事？ 3、你得到了什么启发？有人说：关系也是 生产力。你同意吗？Chapter 2The Evolution of Public Relations 1. Ancient beginnings The roots of public relations are ancient. Leaders in every great society throughout history understood the importance of influencing public opinion through persuasio
14、n. Some good examples: The Romans, when faced with an upcoming battle, Caesar would rally public support through assorted（配合的、组合的） publications and staged（分阶段的） events. During the World War I and World War IIWestern countries attached importance to the public relations.日本标榜其侵略战争为“建立大东亚共荣圈”。 我国春秋战国时代
15、的合纵联横、远攻近交，朱元璋的约法 三章；汉代张骞出使西域，明朝郑和下西洋。2.Early American Experience The American public relations experience dates back to the founding of the Republic. Influencing public opinion, managing communications, and persuading individuals at the highest levels were at the core of the American Revolution. 我国
16、清政府时期奉行闭关锁国的外交政策，骄傲自大，不 学习和接受西方工业革命的先进科技成果，结果导致国家 落后和鸦片战争、中日战争等一系列失败。3. Later American Experience The creation of the most important document in American history, the Constitution, also owed much to public relations. Federalists, who supported the Constitution, fought tooth and nail with anti Federalists, who opposed it. Their battle was waged in newspaper articles, pa
