公共关系英文版.ppt
公共关系英文版课件
How Various Organizations Respond to CrisesAttack the accuserDenialJustificationIntegrationCorrective actionFull apology
Examples of a Crisisterrorist attacksaccidentsdisease epidemicsnatural disasters
Crisis Management
How to Communicate during a Crisis:Put the public firstTake responsibilitybe honestNever say, “no comment.”Designate a spokesperson
Four Phases:Proactive phaseStrategic phaseReactive phaseRecovery phase
Conflict Management Lifecycle
Issues Management
A proactive approach to:Predict problemsAnticipate threatsMinimize surprisesResolve issuesPrevent crises
It depends: A System for Managing Conflict
The contingency theory of conflict management dictates that public relations professionals determine their stance towards stakeholders in a conflict situation.
公共关系的含义ppt课件
信 息 管 理 系
2018/10/2 3
公共关系与庸俗关系
庸俗关系：是一种非正常的、不健康的、
信 息 管 理 系
2018/10/2 3
被歪曲了的社会人际关系，这种关系的双 方是以损公肥私肥私、侵占他人利益及危 害社会利益为前提的合作关系，是一种直 接的利益关系，与公共关系有本质区别： 1.产生的社会基础不同 2.观点、主张不同 3.运用的手段不同 4.利益的获得者不同
运作内容
自身发展的物质交换和交 精神需求、感情交流
组织与公众间关系的发展规律， 研究内容 公共关系职能、技巧、组织、人 才发展的规律
人与人关系的发展规律
历史长，普及面广， 专业化程度低
公共关系与交际应酬
公共关系不是“半斤八两不醉，三步四步都
会” 。 从事公共关系的专业人员，在国外有优越社会 地位。 A表示公共关系工作，B表示公共关系工作方 式或活动方式，C表示应酬交际活动，D表示 公共关系工作中的应酬
公共关系与管理
管理就是通过组织、计划、控制对组织人、财、物的合理、科学的
的配置，以实现组织目标的过程。 公共关系是管理体系的重组成部分,它不同于生产管理，技术管理、 人事管理，财务管理、销售管理，它是对一个组织传播行为、传播 资源、传播过程和传播媒体的管理，是一个组织和它的公众之间的 关系、形象的管理。
信 息 管 理 系
2018/10/2 3
采集信息的职能 咨询建议的职能 协调沟通的职能 渗透组织日常事务的职能 策划专题活动的职能
公共关系的职能
信 息 管 理 系
2018/10/2 3
一、采集信息的职能 采集信息是指社会组织自觉的通过各种渠道（大众传 播媒介、专题调查）收集与组织相关的 组织信誉和形象方 面的信息。 1 .产品形象信息 从广义的角度看，产品既可指有形物品，也可指无形 的劳务支出与服务，还可指政府部门的政令通告等等。 2.组织形象信息 组织形象是公众对组织的整体印象，这类信息包括公 众对组织机构、管理能力、人员素质、服务水平等方面的 看法和态度。 3.社会信息 国内外的政治、经济、文化科技等方面的状况和变化 舆论热点、时尚潮流等。
公共关系(第一章 概念英文)
特定关系说 公关是一种特定的社会关系，因此正确认识和处理公关 是开展公关的出发点和归宿。 特征综合说 以上所有特征都包含在内。
相同的理解： 公共关系的基本性质是 一种现代管理职能； 公共关系的基本内容是 社会组织协调与其内外公众之间的 关系； 公共关系的基本原则是 以社会利益为重，平等互惠； 公共关系的基本手段是 双向传播与沟通；
3.Marketing the Institute of Marketing says that marketing is the management process responsible for identifying, anticipating and satisfying consumer requirements profitably.
6.Sales promotions They often take the form of two for the price of one offers, giveaways or money-off coupons. case study: supermarket’s action 区别:公关追求的是组织的社会效益和长远利益，而商业推销 追求的则是组织的经济效益和短息效益。 7. Publicity one of the objectives of a marketing or of a public relations campaign.
追求组织在公众中 通过意识形态的教育和传播活动达到改 的信誉，与其建立 变和强化人们的心理状态或精神状态， 良好的关系 获得人们对某种主张与信仰的支持。 主要借助于大众传 主观的，单向的传播活动 播媒介，注重双向 性 真实 有可能不真实
传播说 强调的是组织一种特定的传播管理行为和职能。 艾吉《大众传播学导论》：公共关系是一个公司或者机构 为与它的各类公众建立有利于双方关系而采取的有计划、 有组织的行为。 廖为建：公关是一个组织与其相关公众之间的传播管理。 毛经权等：公共关系是一个组织运用各种传播手段，在组 织与社会公众之间建立相互了解和信赖的关系，并通过双 向的信息交流，在社会公众中树立起良好的形象和声誉， 以取得理解、支持和合作，从而有利于促进组织本身目标 的实现。 美大学中，将公关设在新闻传播学院内
ESAP公共关系英语教程PPT教学课件-Unit1
edit + or = person who does something (edits) public + ity = noun expressing an activity or action (attracting public
attention to something or someone)
Vocabulary bank
Guessing words in context
Removing prefixes
A prefix = letters at the start of a word. A prefix changes the meaning of a word.
Examples:
rewrite – write again
ESAP公共关系英语教程
Unit 1 What is Public Relations?
Skills focus Listening •preparing for a lecture •predicting lecture content from the introduction •understanding lecture organization •choosing an appropriate form of notes •making lecture notes
If you recognize a word but don’t understand it in context, think: ✓ What is the basic meaning of the word? ✓ Does that help me understand the special meaning?
公共关系英语版
1.What are the Core Axioms of Public Relations?Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.2.Define”Issues Management”,and give an example.A distinction is sometimes made between different types of issue, for example:software errors or "bugs" in the developed technical solution,more general problems that concern the project team,issues that represent a requested change to the system, andproblems or "bugs" that need to be reported to an external supplier.3.Explain Public Relations’Sevelopment”.Development is a specialized part of public relations in nonprofit organizations that builds and maintains relationships with donors and members to secure financial and volunteer support.4.Explain “Investor Relations”Investor Relations is a specialized part of corporate public relations that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value5.Explain “Issues Management”Issues Management is the proactive process of anticipating,identifying,evaluating,and responding to public policy issues that affect an organization’s relationships with its publics.6.Define”Lobbying”, and explain its significanceThe US Senate defines lobbying as “the practice of trying to persuade legislators to propose,pass,or defeat legislation or to change existing laws.Lobbying is specialized part of pubic relations that builds and maintains relations with government primarily to influence legislation and regulatio/7.Explain“Public affairs”.Public affairs is that specialized part of public relations that builds and maintains relationships with governmental agencies and community stakeholder groups in order to influence public policy.8.Define“Press agentry”and explain its purpose.Press agentry is creating newsworthy stories and events to attract media attention in order to gain public notice. Purpose:the goal of press agentry is to creat the perception that the subject of the publicity is a newsworthy subject deserving public attention.9.What’s“Advertising”?What’s“Marketing”?Advertising is information placed in the media by an identified sponsor that pays for the time or space.it is a controlled method of placing messages in the media.10.Explain”Publicity”Publicity is information provided by an outside source that is used by the media because the inrormation has news value.This is an uncontrolled messages in the media because the source does not pay the media for placement.11.What is”Internal Relations”Internal relations is the specialized part of public relations that builds and maintains a mutually beneficial relationship between managers and the emplo yees on whom an organization’s success depend.12.According to PRSA,public relations?（1-9）Public relations uses advertising to reach audiences other than the customers targetd by marketing.13.What is thePRSA’s”Official Statement of Public Relations”?This interactive concept appeared in Webster's Third New International Dictionary's definition:"The art or science of developing reciprocal understanding and good will"14.Define and explain:reciprocal,mutual,and between.blue-ribbon panel of PASA leaders attempted to provide society members a definition of the field that stressed public relations' contributions to society.15.Outline how public relations helps improve organizations and society.。
(公共关系英文版课件)2015 BA public relations section2
Secondary Research
Many public relations campaign begins with an inventory of organizational materials that can shed light on such things as:
(1) the success of the product or service in the Past (2) analysis of what geographical areas provide the most
The Internet is a powerful research tool for the public relations practitioner. Online search engines make a universe of information available to everyone.NS
Dr. Zhao hui Yu
Process
The Importance of Research
Various types of research can be used to accomplish an organization’s objectives and meet its need for information.
outside consultant?
▪ How will the research data be analyzed, reported, or applied? ▪ How soon will the results be needed? ▪ How much will the research cost?
The Importance of Research cont.
公共关系第10版英文ppt (8)[20页]
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Communication Process Model
8-5
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
Communication Effects
1. Creating perceptions of the world around us
8-6
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey 07458 All rights reserved.
4. Describe the main theories of mass media effects that underpin public relations communication.
8-2
Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom
Communication
• …is a reciprocal process of exchanging signals to inform, persuade, or instruct, based on shared meanings and conditioned by the communicators’ relationship and the social context.
(公共关系英文版课件)2015 本科 public relations section 1 to s
◦ Major growth is occurring in the European Union, Russia, other independent nations of Soviet Union and Asia, especially China.
Learning perspectives
• In the early 21st century, public relations and social media have emerged as powerful societal forces.
• Together, they have revolutionized the way we communicate with key publics around the world.
• persuasive • believable • actionable
Yet, the power, value and influence of public relations have never been greater.
1-16
Public relations is a growth industry
公共关系是一个组织通过缜密的、有计划
的、持久的努力，以建立和保持这个组织
与其各类公众的相互理解。
Key players in PR
Organization
PR Dept. PR Agent
Publics
PR vs. Media
Organization
PR Dept. PR Agent
Media
(公共关系英文版课件)communication theory
Theories of Persuasion
The N-Step Theory
Public
Opinion leader communication
receiver
receiver receiver
receiver
receiver
Opinion leader
receiver
source
information channel
➢ If a sender developed just the right message, the socalled magic bullet, people could be influenced to do almost anything. ➢ It supposes that people are weak-willed robots unable to resist finely sculptured appeals.
Theories of Persuasion
The two-step theory
Although the opinion leaders were seen as powerful, this theory remained based on the belief that the mass media were powerful forces in molding public opinion.
Is persuasion an appropriate activity for public relations practitioners?
Compliance-gaining tactic
Taste Touch olfaction
Characteristic Self-concept
(公共关系英文版课件)effective presentation
People only remember 18-25% of what they hear
We think in pictures and understand new concepts through experience
Speaking for the Ear
The YOU element is crucial.
Symptoms: Visible and Invisible
blushing memory loss filler words
fidgeting
butterflies racing heart sweaty palms dry mouth
Set a clear objective
be? How am I going to do it?
Analyze the Audience
Who are they? What do they know? How will they respond? How can you appeal to them? What might they object to?
What do you want your audience to know or do as a result of your communication?
So you must… – Inform – Persuade/Sell – Inspire – Teach/Train
Note: All effective presentations involve an element of persuasion!
Typical Attention Curve
饭店英语公共关系
2.PR’s task
4.Adjusting the hotel image
During the necessary period, the hotel need to adjust image according to the circumstances change, fixes position again.
A good hotel image, is going to consider at least two big aspect synthetically : Demand of the public to hotel , the hotel condition and advantage. In other words, be just to be going to hope a hotel in the public how, the hotel finds hotel image basis , extends the meaning of out and personality characteristics between being expert in being what the public acts as.
2.PR’s task
1.Designing the hotel image
2. Extending the hotel image
3 .Checking the hotel image
4.Adjusting the hotel image
2.PR’s task
1.Designing
the hotel image
2.PR’s task
3 .Checking the hotel image
Through broad investigation，know about and check whether there’re differences or not between actual hotel image and expectation ， analyse the cause that difference produces， report to the hotel’s decision-maker and takes appropriate measures.
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and Conflict
This multimedia product and its contents are protected under copyright law: •any public performance or display, including transmission of any image over network; •preparation of any derivative work including the extraction, in whole or in part, of any images; •any rental, lease, or lending of the program.
p. 253
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Risk Communication
Definitions
5 Variables Affecting Risk Perception
Risk communication is an 1. Control
The conflict management life cycle
Managing the life cycle
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
A New Way of Thinking: The Role of Public Relations in Managing Conflict
attempt to communicate 2. Complexity
risks to the public that
3. Familiarity
impact health, safety, and 4. Message consistency the environment
5. Consequences
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Issues Management
A proactive approach to: ✓Predict problems ✓Anticipate threats ✓Minimize surprises ✓Resolve issues ✓Prevent crises
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Issues Management
W. Howard Chase and Barrie L. Jones’ process for issues management:
1. Issue identification 2. Issue analysis 3. Strategy options 4. An action plan 5. The evaluation of results
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
It Depends: Two Basic Principles
Principles: 1. The contingency continuum: The stance is
Strategic
Management Competition Conflict
Conflict inherent in public relations process and strategies to manage the conflict
Wrangle in the market place of ideas
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Risk Communication
Suzanne Zola, writing on risk communication in
dynamic. 2. A matrix of factors drive the stance.
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Conflict Management Lifecycle
Four Phases:
- Proactive phase - Strategic phase - Reactive phase - Recovery phase
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Conflict Management Lifecycle
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
It depends: A System for Managing Conflict
The contingency theory of conflict management dictates that public relations professionals determine their stance towards stakeholders in a conflict situation.
Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008
Overview
A new way of thinking
The role of public relations in mቤተ መጻሕፍቲ ባይዱnaging conflict
It depends: A system for managing conflict