公共关系(第一章-概念英文).ppt

1PublicRelations:Whatisitandwhydoweuseit?Keypoints:DefinitionsofpublicrelationsfromanumberofdifferentstandpointsWhatpublicrelationssetsouttodoandhowthatdiffersfromotherdisciplinesAbriefsketchofthestateofthepublicrelationsindustryintheUKtodayAnoverviewoftheactivitiescommonlyundertakenbypublicrelationspractitioners一、Somedefinitions1.Publicrelations权威机构的定义1978，theWorldAssemblyofPRAssociations,MexioItistheartandsocialscienceofanalysingtrends,predictingtheirconsequences,consellingorganisationleadersandimplementingplannedprogrammesofactionwhichwillserveboththeorganisation’sandthePublicinterest.1987,UK,theInstituteofPublicRelations(IPR)Itspracticeistheplannedandsustainedefforttoestablishandmaintaingoodwillandunderstandingbetweenorganisationanditspublics.1988,thePublicRelationsSocietyofAmerica(PRSA)Publicrelationshelpsanorganisationanditspublicstoadaptmutuallytoeachother.Publicrelationsisanorganisation’seffortstowintheco-operationofgroupsofpeople.Publicrelationshelpsorganisationseffectivelyinteractandcommunicatewiththeirkeypublics.管理职能说RexHarlow,(USA,Dor.)Itisafunctionofmanagement,intermsofcommunicationwithandresponsetopublicsandtheissueswhichconcernthem.Italsoreferstotheconceptofservingthepublicinterestandbehavinginanethicalfashion:bothattributesofamatureandsuccessfulcompany.Cultlip(美，公关学者）Publicrelationsisthemanagementfunctionthatidentifies,establishes,andmaintainsmutuallybeneficialrelationshipsbetweenanorganisationandthevariouspublicsonwhomitssuccessorfailuredepends’.《公共关系新闻》杂志公共关系是一种管理职能，它评估公众的态度，检验个人或组织的政策、活动是否与公众利益相一致，并负责设计与执行旨在争取公众理解与认可的行动计划。“现代公共关系之父”，美国博雅公关公司创始人夏博新到底公关是什么？公关是认知管理；公关公司即“认知管理公司”，公关人员即“认知管理者”。认知管理是通过管理公众对事物