公共关系概论1、2章.pptVIP

公共关系概论 An Introduction to Public Relations 第一章 公共关系的基本问题 第一节 公共关系的涵义 第二节 公共关系的要素 第三节 公共关系的工作程序 第一节 公共关系的涵义 一、公共关系的定义 二、公共关系的职能 一、公共关系的定义 伯内斯的定义 In 1923, Edward Bernays described the function of his fledgling public relations counseling business as one of providing “information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution. ” 《社会学辞典》的定义 In 1944, the Dictionary of Sociology defined the field as “the body of the theor