公共关系学（双语）.ppt

公共关系学 几点说明 I.About the book: The Practice of Public Relations ，清华大学出版社 II.About Public Relations：定义很多。 III.How to study this course? 1. Prepare for the class. 2. Review the textbook after the class. 3. Practice in your daily life. IV. About the exam: 50% daily achievement+50% final exam. V. About the class: 1. Thouse whose are absent will be punished 3 scoure each time. 2. Thouse whose are late for the class will be punished 1 score each time. 3. Thouse who break the requirements will be punished 3 score each time. Chapter one What is Pulic Relations? 1.Read the material in page 1 Answer the following questions: 1. What happened after Mr. Ballmer casually mentioned to a group of reporters that the stock of Microsoft was selling at too high a price? 2. What had driven the Nasdaq stock index to its fourth worst point decline? 3. Can you say something about the Public relations? 2.Point out the importance of PR I. In the realm of entertainment: II. In the field of politics: III. In business: IV. In the media: V. In our daily life: 3.Doing the right thing I. What is the difference between “Doing the right thing and doing the things right”? Which is more important? II. Public relations help the organizations do the right thing. III. Now, the public relations has grown immeasurably in numbers and respect over the last three decades and today is clearly a growth industry. (refer to page 4) 4.Prominence of Public relations I. In the dawn of the 21st century, the prominence of the public relations has never been greater. [downsizing, layoffs, mergers, firing have become standard business practice] 当前席卷全球的金融风暴使企业倒闭，员工失业。 II. President Clinton, George W. Bush, Prime Minister Blair attached importance to public relations. III. Salaries for public relations executives continued to rise in both corporations and agencies. 5.Defining public relations Public relations is a distinctive management function whic