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公共關系學 版權信息
- ISBN：9787567643840
- 條形碼：9787567643840 ; 978-7-5676-4384-0
- 裝幀：一般膠版紙
- 冊數：暫無
- 重量：暫無
- 所屬分類：>>
公共關系學 內容簡介
本書介紹了公共關系學的基本概念和公關技巧，詳細論述了公共關系的定義、公共關系的歷史和發展、公共關系工作的三大基本方法、公共關系活動的四大步驟等，每章末尾附有案例分析和習題測試，可供讀者練習。本書將形象塑造、傳播管理、關系協調等學派的觀點和方法融為一體，使公共關系學科體系更為豐滿，內容結構更加合理。書中的案例分析詳細全面，實用性和操作性強，旨在使讀者學之能懂、學之會用，掌握各種公關技能和交際藝術。
公共關系學 目錄
Abstract
1．Abilities through This Book
2．Basic Description for This Book
Chapter 1 Profession-Reviewing the Definitions of Public Relations
1．Points of the Chapter Objectives
2．Understanding the Principles
3．Basic Situation
4．Leaming to Answer
5．Indication from Experience
6．Cases study
Chapter 2 Periods in the History-Evolution of Public Relations
1．Points of the Chapter Objectives
2．Understanding the Principles
3．Basic Situation
4．Learning to Answer
5．Indication from Experience
6．Cases Study
Chapter 3 Participation in Management-Lattitude of Public Relations
1．Points of the Chapter Objectives
2．Understanding the Principles
3．Basic Situation
4．Learning to Answer
5．Indication from Experience
6．Cases Study
Chapter 4 Practitioners and Organization as the Subject-Agents of Public Relations
1．Points of the Chapter Objectives
2．Understanding the Principles
3．Basic Situation
4．Leanung to Answer
5．Indication from Experience
6．Cases Study
……
Chapter 5 Public-Types of the Objects of Public Relations
Chapter 6 Planning-Initiative of Public Relations
Chapter 7 Publicity-Objective originally understood by Public Relations Communicators
Chapter 8 Practice of Public Relations-Norms of Special Activities
Chapter 9 Promotion of Organization Image-Status of Public Relations
References
1．Abilities through This Book
2．Basic Description for This Book
Chapter 1 Profession-Reviewing the Definitions of Public Relations
1．Points of the Chapter Objectives
2．Understanding the Principles
3．Basic Situation
4．Leaming to Answer
5．Indication from Experience
6．Cases study
Chapter 2 Periods in the History-Evolution of Public Relations
1．Points of the Chapter Objectives
2．Understanding the Principles
3．Basic Situation
4．Learning to Answer
5．Indication from Experience
6．Cases Study
Chapter 3 Participation in Management-Lattitude of Public Relations
1．Points of the Chapter Objectives
2．Understanding the Principles
3．Basic Situation
4．Learning to Answer
5．Indication from Experience
6．Cases Study
Chapter 4 Practitioners and Organization as the Subject-Agents of Public Relations
1．Points of the Chapter Objectives
2．Understanding the Principles
3．Basic Situation
4．Leanung to Answer
5．Indication from Experience
6．Cases Study
……
Chapter 5 Public-Types of the Objects of Public Relations
Chapter 6 Planning-Initiative of Public Relations
Chapter 7 Publicity-Objective originally understood by Public Relations Communicators
Chapter 8 Practice of Public Relations-Norms of Special Activities
Chapter 9 Promotion of Organization Image-Status of Public Relations
References
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公共關系學 節選
"Pulling relationship" refers to the improper interpersonal activities such as "setting up personal relationship", "finding a way out" and "going through the back door". On the surface, the direct purpose of public relations and "pulling relations"seems to be the same. They both hope that through interpersonal communication, the organization or enterprise can get the support of relevant parties, so as to solve problems smoothly. Therefore, some people think that as long as this goal can be achieved, any means can be adopted. What kind of public relations or "pulling relationship" are just different names. But in essence, the emergence of public relations is to fight against the bad phenomenon of "pulling relations". Therefore,there are essential differences between the two. First, they have different social bases. Public relations are the product of the rapid development of commodity economy, the rapid expansion of information dissemination and the unprecedented complexity of modern economic life. "Pulling relations" is the product of closed and backward feudal economy. It came into being under the condition of low level of social productivity and insufficient goods and services. Under the condition of highly developed commodity economy, enterprises encounter competitors, the traditional seller's market is gradually transformed into the buyer's market, and consumers have a choice. It is important for enterprises to survive and develop. How to expand the influence of enterprises in the public has become an important issue for modern entrepreneurs. Due to the expansion of the amount of information dissemination, enterprises need to timely and effectively transmit their own information to the public in the vast ocean of information, and also to timely and fully feed back the extemal information. Due to the unprecedented complexity of modern economic life, enterprises are facing a series of unprecedented new problems. All these problems need to be deeply studied and taken seriously, and a group of professionals who are familiar with public opinions and information dissemination are needed to solve them. Public relations is a summary of such practical experience. Second, the purpose of public relations and "pulling relationship" are different.The pursuit of public relations is that the economic benefits of enterprises are basically consistent with the interests of the public. Through long-term, planned and effective public relations work, the enterprise will establish a good image in the society, and the enterprise will continue to develop under the premise of consistent with the public interest. The basic starting point of "pulling relations" is to benefit oneself at the expense of others, and to seek the private interests of individuals or small groups. Social interaction is regarded as a privilege to seek personal interests,and various social relations are regarded as private property of individuals or small groups, and as vested interests of individuals or small groups. As a result, individuals tend to fill their own pockets, while social and public interests are seriously damaged.
公共關系學 作者簡介
李先國，男，湖南常寧市人，浙江越秀外國語學院教授。2005年在蘇州大學獲比較文學與世界文學博士學位，2006年至2008年在上海師范大學跟從鄭克魯教授從事博士后研究工作。2013年在上海外國語大學參加出國留學人員英語培訓，2014年獲得國家留學基金委訪學項目，后在浙江越秀外國語學院網絡傳播學院從事公共關系學雙語課程、營銷傳播、新媒體寫作等教學與研究。2019年在西交利物浦大學參加雙語教學培訓項目，2021年在浙江越秀外國語學院參加雙語教學培訓項目。 在《文學評論》等海內外各級刊物上發表《美劇研究》等論文40余篇，完成省級課題2項，主持省級重點課題1項，出版《化俗從雅文學觀的建立——朱自清與西方文藝思想關系研究》等專著4部，主編浙江省“十三五”新形態教材《公共關系學》1部。獲得市級科研成果獎4項。
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