1、公共关系新论理论与实务笔记New theory of public relations theory and practice note公共关系新论(理论与实务)笔记2010（New theory of public relations (theory and practice) note 2010）The first chapter of public relations theoryChapter one: origin and development of public relationsSection 1 what is public relations?Definition of p
2、ublic relations: public relations is a social organization using scientific media and means of communication, with the public to build up mutual understanding, trust and support of dependence. We refer to this relationship and the activities involved in establishing such relationships, collectively
3、referred to as public relations.The defining point of this definition is:1, social organizations. This is the main body of public relations, with a dominant, dynamic role, organizations include political parties, government, societies, factories, shops, schools, hotels, the army and other forms.2, t
4、he public. This is the object of public relations. It is all other social organizations, groups and individuals related to the organization, and members of the organization.3, media and means of communication. This is the way and method of communication between subject and object of public relation.
5、 Media refers to newspapers, television, radio, websites and other means of communication, referring to various specific means of communication, such as dialogue, interviews, meetings, activities and so on.4, mutual understanding, trust and support of dependence, which is the essence of public relat
6、ions. Public relations reflect the two-way communication between the organization and the public. Understanding refers to the openness and equality of both sides of information. Trust refers to understanding and understanding, and support refers to the consistency of the direction of both acts.The d
7、efinition of public relations practice: specific public relations work or public relations practice called public relations practice. In other words, the concrete implementation and process of an organizations public relations is the practice of public relations.Functions of public relations:1, comm
8、unication organization image2. Coordinate the organizational environment3, participate in organizational decision-making4, strengthen organizational unity5, to improve organizational efficiencyThe second section. The conditions and status of public relationsPublic relations originated in the United
9、States, and its objective conditions are:1, the development of commodity economy has laid an economic foundation for the development of public relations2, the rise of the social public power has laid a social foundation for the emergence of public relations3, the development of the media has laid a
10、scientific foundation for the development of public relations4, the progress of democracy has laid a political foundation for the development of public relations5, modern management theory has laid a theoretical foundation for the maturity of public relationsIvy Lee: in 1903, the reporter Ivey. Unit
11、ed States New York Times in New York created the worlds first propaganda advisory firm, namely public relations consulting, which is a sign of the birth of modern public relations. The core of his public relations thought was telling the truth, and in 1906 he published a declaration of principles to
12、 the press. His contribution was to make public relations a career, and to create principles and methods for public relations.Edward Berners: he made important contributions in promoting public relations subject, in 1923 completed the first monograph Public Relations Department of public opinion in
13、the same year setting, New York University opened for the first time course of public relations. In 1952, he edited the textbook public relations, which provided a complete discipline system for public relations. Good for the public is an important part of Bernerss public relations thought.Effective
14、 public relations: 1952, by Scott of the United States. Katelipu, Allen. Glen. Bloom and Vincent co written a book, put forward the basic idea of the organization and public two-way communication.The four pillars of modern enterprise: capital, equipment, talents and public relations.The third quarte
15、r. the rise of public relations in our countryThe reasons for the rise of public relations in china:1, Economic marketization?2, and political democratization?3, Social harmony?The difference between public relations and tension:1, Public relations focus on the long-term goal of the organization, th
16、e unity of interests and social interests, adhere to the overall interests of the socialist construction for the principle; and pull only from their own interests or the interests of the relationship between small groups of purpose through damage to the organization and the social public interests,F
17、undamentally contrary to the principles of public relations.2, Public relation is a kind of organization and organization, organization and various public between public social relations, public relations staff on behalf of the organization; the Latin American relations is facing the individual memb
18、ers of the organization, is a personal relationship in a sneaky way to hide.3, and the public relations work is to achieve two-way communication with the public by means of honest and honest external communication and perfect means of social service. Pull ties, etc., is the use of personal relations
19、, the use of legal and moral means to tackle key problems.4. Public relations play a unity within the outside, outside development, and promote the healthy functioning of society and coordinated development. The pull relationship is a bad habit, a social norm of misconduct, which poses a serious thr
20、eat to the socialist economic construction and social customs.The second chapter. The elements and procedures of public relationsSection 1 the main body of public relationsGeneralized public relations subject: social organizationClassification of social organizations:1, from the nature, social organ
21、izations are divided into political organizations, economic organizations, military organizations, cultural organizations and so on.2, in form, social organizations can be divided into formal and informal organizations.3, from the point of view of profit, social organizations can be divided into for
22、-profit organizations, non-profit organizations and government organizations. The government organizations here refer to the military, police and local governments at all levels serving the community and the public.4, as the standard of public relations activities, social organizations can be divide
23、d into government organizations, manufacturing enterprises, organizations, businesses, service organizations, business organizations and social organizations.Narrow sense public relations subject: public relations organizations and practitionersThree types of public relations organizations:1 a profe
24、ssional public relations company (industrial public relations companies, special business public relations companies, integrated public relations companies)2. The public relations departments within the social organization (the highest leadership, direct responsibility type, other functional departm
25、ents juxtaposed, departmental subordination)3 public relations organizations (Comprehensive societies, academic societies, public relations societies)Public relations practitioners should have the quality: professional ethics, professional knowledge, interpersonal communication ability, organization
26、 and coordination ability.The second section the object of public relations?The meaning and characteristics of the public: the public is a general term for the objects of public relations communication, and is an individual, a group or a social organization that interacts with the subject of public
27、relations. It is characterized by commonality, diversity, variability and psychological characteristics.Classification of the public:1, according to the relationship between the public and the social organizations, they are divided into the internal public and the external public.2, according to the
28、 development stages of the relationship between the public and the organizations, they are divided into non public, potential public (also known as hidden public, future public), public and mobile public.3, in accordance with the degree of stability of the public to the organization, divided into te
29、mporary public, cyclical public and stability of the public.4, according to the importance of the survival and development of the organization, it is divided into the primary public, the secondary public and the marginal public.Third public relations procedures?Public relations four step approach: p
30、ublic relations survey, public relations planning, public relations plan implementation, public relations evaluation.Perspectives of public relations research: literature research, public opinion polls, and public relations forecasting.Public relations programs include the establishment of public re
31、lations goals, the development of public relations programs, and budgeting.The implementation of the public relations programme includes the choice of public relations tools, the implementation of public relations, media and public relations programmes.Public relations assessment includes: assessing
32、 the effectiveness of public relations work, working procedures for public relations assessment, assessing public relations activities, interpreting and utilizing assessment results.The third chapter. the basic principles of public relationsSection 1 the goal principle of public relations?The objective principle of public relations:1, reciprocity and mutual benefit, the public interest priority (mutual benefit is positive and game)2, as a whole, social benefits are heavy (including social and economic benefits, s
