公共关系新论笔记2010 note 2010).docxVIP

公共关系新论(理论与实务)笔记 2010（New theory of public relations (theory and practice) note 2010 ） The first chapter of public relations theory Chapter one: origin and development of public relations Section 1 what is public relations? Definition of public relations: public relations is a social organization using scientific media and means of communication, with the public to build up mutual understanding, trust and support of dependence. We refer to this relationship and the activities involved in establishing such relationships, collectively referred to as public relations. The defining point of this definition is: 1, social organizations. This is the main body of public relations, with a dominant, dynamic role, organizations include political parties, government, societies, factories, shops, schools, hotels, the army and other forms. 2, the public. This is the object of public relations. It is all other social organizations, groups and individuals related to the organization, and members of the organization. 3, media and means of communication. This is the way and method of communication between subject and object of public relation. Media refers to newspapers, television, radio, websites and other means of communication, referring to various specific means of communication, such as dialogue, interviews, meetings, activities and so on. 4, mutual understanding, trust and support of dependence, which is the essence of public relations. Public relations reflect the two-way communication between the organization and the public. Understanding refers to the openness and equality of both sides of information. Trust refers to understanding and understanding, and support refers to the consistency of the direction of both acts. The definition of public relations practice: specific public relations work or public relations practice called public relations practice. In other words, the concrete implementation and process of an organizations public relations is the practice of public rel