[文学]公共关系概论1、2章.ppt

公共关系概论 An Introduction to Public Relations 第一章 公共关系的基本问题 第一节 公共关系的涵义 第二节 公共关系的要素 第三节 公共关系的工作程序 第一节 公共关系的涵义 一、公共关系的定义 二、公共关系的职能 一、公共关系的定义 伯内斯的定义 In 1923, Edward Bernays described the function of his fledgling public relations counseling business as one of providing “information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution. ” 《社会学辞典》的定义 In 1944, the Dictionary of Sociology defined the field as “the body of the theory and technique utilized in adjusting the relationships of a subject with its publics. These theories and techniques represent applications of sociology, social psychology, economics and political science, as well as of the special skills of journalists, artists, organizational experts, advertising men, etc. to the specific problems involved in this field of activity.” 1978年墨西哥世界公关大会的定义 Public relations practice is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programs of action which will serve both the organization’s and the public’s interest. 英国公关协会的定义 Public relations is a deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organization and its publics. 《公共关系：职业与实务》的定义 Public relations is a management function that helps to define organizational objectives and philosophy and facilitate organizational change. Public relations practitioners communicate with all relevant internal and external publics in the effort to create consistency between organizational goals and societal expectations. Public relations practitioners develop, execute, and evaluate organizational programs that promote the exchange of influence and understanding among organizations’ constituent parts and publics. 美国公关学会的定义 The public relations profession in