(公共关系英文版教材）2015 本科 public relations section 1 to student 0315.ppt

PUBLIC RELATIONS ;Public RelationsStrategies and Tactics;于朝晖教授简历;Dr. Zhaohui Yu;Dr. Zhaohui Yu School of Business Administration, SISU P. O. Box 364, 550 Dalian West Road, 021yuzhaohui@;;1;C H A P T E R;PR Roles and Specialties ;Basic Ideas of Public Relations;Challenges;Global Scope;1-*;1-*;1-*;1-*;The strength behind public relations ;What is PR?;What is public relations ;PR Definition;Key players in PR;;;Indentify the Publics;Shareholders;Customer loyalty;The definitions of PR;The definitions of PR;The definitions of PR;The definitions of PR;1-*;1-*;Definitions of Public Relations;Key terms 公关十字;Definition of Public Relations;Key Characteristics of PR;SMART;Other Terms for Public Relations;The role and function of PR ;PR and Related Activities;The Components of Public Relations;How to Understand PR?;; Fundraising or Donor Relations Nonprofit Organizations Educational Institutions Health Care Sports: e.g. football clubs Leisure Time: e.g. film industry Research: Trend Analysis, Issues Management and Public Opinion Evaluation ;Questions for discussion;The Job of the PR Practitioner; PR Job requirements: Thinking Writing (of all types) Speaking Researching Understanding and appreciating media Knowing graphics and photography Respecting deadlines Multitasking ;Careers in Public Relations;Careers in Public Relations cont.;Three Basic Roles: Staff Members Agency/Firm Employee: AE, copy writer/editor, designer/artist, media specialists… Independent PR Practitioner: resources experiences, hourly charge, PR counselors…;Summary for the Opening;Public Relations as Process: R.A.C.E.;How Public Relations and Journalism Differ ;How Public Relations and Advertising Differs ;How Public Relations and Marketing Differs ;How Public Relations Supports Marketing;Differences of Publicity between PR and other kinds ;Toward an Integrated Perspective ;Toward an Integrated Perspective cont.;Three Levels of PR Publicity;The Value of Public Relations;Purpose