公共关系基础知识与期末复习
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公关的定义:
公共关系是一个有计划的过程,立足于双方都满意的双向沟通,通过可靠的文字和适当的表现来影响公众的看法。
Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.
马斯顿Marston的RACE模式:
研究research,行动action,沟通communication,评估evaluation。
对公众的态度进行研究,帮助客户确定相关行动,从而进行沟通,最后评估沟通的效果。公众:
指在某一特定问题、组织或观念上存在相同利益关系的一群人。
a public is a group of people with a stake in an issue, organization, or idea.
公众群体的形成需要满足的要素:
1面临相同的不确定形势;2识别特定局面下的不确定因素和问题;3组织起来对这些问题做出反应。
1.faces a similar indeterminate situation;
2.recognize what is indeterminate and problematic in that situation;
anizes to do something about the problem.
一家典型的跨国公司所面对的20个最重要的群体:
雇员家庭,经理或主管,媒体,股东,投资团体,竞争者,供应商,特殊利益团体,社区其成员,国际团体,银行保险公司,贸易协会,代理商或分销商,顾客,地方政府,管理机构,学术团体,工会,董事会,办事员。
Internal and external. Primary, secondary, and marginal. Traditional and future. Proponents. Opponents, and the uncommitted.
公关职能:
营销和广告能够促销一种产品或者服务,而公关则能提升整个机构。
写作writing,媒体关系media relations,策划planning,咨询counseling,研究researching,宣传publicity,营销传播marketing communications,社区关系community relations,顾客关系consumer relations,雇员关系employee relations,政府事务government affairs,投资者关系investor relations,特别公众群体关系special public relations,公共事务和事件管理public affairs and issues management,网站发展和网站接口Web site development and Web interface。
公关发展的5个趋势:
1大机构的增多growth of big institution s;5因特网时代dominance of the Internet.
2公众意识和媒体世故的提高heightened public awareness and media sophistication;
3社会变革、冲突和矛盾的增加
increasing incidence of societal change, conflict, and confrontation;
4全球媒体、舆论和民主权力的增加
growing power of global media, public opinion, and democracy.
Barnum said “the public be fooled.”
William Vanderbilt said that “the public be damned”.
Arthur w. Page 的公关5大原则:(简答题)
1.确保管理者完整、仔细地分析企业与公众的关系。
To make sure management thoughtfully analyzes its overall relations to the public.
2.创建一个能将企业的总方针和活动告知所有员工的系统
To create a system for informing all employees about the firm‟s general policies and practices.
3.为直接负责处理公众事务的员工建立一个系统,令其了解和掌握关于如何合理而礼貌地面对公众的所有知识。
To create a system giving contact employees(those having direct dealings with the public) the knowledge needed to be reasonable and polite to the public.
4.创建一个反馈系统,将员工和公众的批评与意见及时反馈给组织的管理
To create a system drawing employee and public questions and criticism back up through the organization to management.
5.确保将公众的活动坦诚告知公众。
To ensure frankness in telling the public about the company‟s actions.
沟通的四个目标:
告知to inform;教育公众。说服t o persuade;说服人们采取行动。激励to motivate;建立彼此间的联系to build mutual understanding.
In the 21st century, knowledge of and facility with the Internet has become a front-burner(优先事件)necessity for PR practitioners.
公关沟通的四个模型:Grunig-Hunt public relations models:
新闻代理/宣传press agentry/publicity .单向的沟通,源于公关早期。体育,音乐,电影。
公共信息public information. 也是单向的信息沟通。本意不是说服,而是知会。NGO 双向不对称two-way asymmetric.商业和公司。
双向对称two-way symmetric适用于危机管理,长期战略中。
对信息的三种解释:
内容即信息The content is the message.
媒体即信息The medium is the message. 麦克卢汉
沟通者即信息The man-or, to avoid political incorrectness, the person.希特勒
信息沟通的四个效果:
可能使态度发生改变It may change attitudes.
可能使态度明确It may crystallize attitudes.
可能会引起质疑It may create a wedge of doubt.
可能丝毫不起作用It may do nothing.
理解公关行业老话: