Public-private relationship is a kind of social relationship between social organizations and the part of the public that constitutes their living environment and affects their survival and development. It is a science. In order to achieve a specific goal, an organization establishes good relations between employees inside and outside the organization and between organizations. According to Edward bernays's definition, public relations is a management function, and policies and procedures are formulated to gain public understanding and acceptance. It is a conscious management activity. The establishment of good public-private relations in an organization needs the planning of good public-private relations activities to implement and realize.
catalogue
origin
concept
trait
Classification extension
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origin
The concept of public relations first appeared in America in the early 20th century. At that time, American journalist ivy lee was the first person to use this concept. In 1904, ivy lee used the word public relations to describe the concept of public relations, which was later abbreviated as PR, which is the abbreviation of public relations. Etiquette expert Jin believes that the concept of public relations is best translated into public relations. In fact, people in Hong Kong and Macao call it public relations. 1907 Webster's dictionary The new ninth edition of the university dictionary public relations is called "the public relations conference of the American government".
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concept
The word "public relations" first appeared in 1807 American President Thomas Jefferson's congressional speech.
According to Edward bernays's definition, public relations is a management function: making policies and procedures to gain public understanding and acceptance. Public relations is a social relationship between social organizations and the public, which constitutes their living environment and affects their survival and development. Public relations is a science and art that influences the public by communicating, shaping the image, balancing interests, coordinating relations, optimizing the social psychological environment.
The definition of public relations occupation by the Ministry of Labor and Social Security;
A person who specializes in organizing the investigation, consultation, planning and implementation of public information dissemination, relationship coordination and image affairs.
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trait
(1) Facing the public.
(b) for the sake of reputation
(3) On the principle of reciprocity.
(d) Take a long-term approach.
(5) take honesty as the creed.
(6) By means of communication
Public relations includes social organizations, the public and communication.
Public relations is a science and art that social organizations survive and develop, shape images, balance interests, coordinate relations, optimize social psychological environment and influence the public through communication.
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classify
1, communicating public-private relations
In interpersonal communication, the work of public relations is carried out through group communication and individual communication, which are the most widely used;
2. Publicity-oriented public relations
Use mass media and internal communication to carry out propaganda work and establish a good organizational image.
3. Types of tactical public relations activities
4, social public relations * * *
Organize and use various social, public welfare and sponsorship activities to create a good organizational image; .
5. Service-oriented public relations
Taking providing quality service as the main means, the purpose is to gain the understanding and praise of the society through practical actions and establish a good image of itself;
6. Crisis-oriented public relations
Under the influence of media environment and industry environment, enterprise crisis is inevitable, and crisis-oriented public relations aims to help enterprises solve crisis public relations problems;
7, consult the public * * * relationship
Taking collecting social information as the main code and understanding public opinion as the means to provide suggestions for the management decision-making of the organization.
8 Construction-oriented public relations
In particular, the organization's efforts in public relations in order to open up a new situation;
9. Maintain public relations.
Social organizations are used to consolidate a good image when they are developing steadily.
10, aggressive public relations.
Social organizations actively establish and maintain a good image;
1 1, defensive public relations.
A public relations activity mode adopted by social organizations to prevent their own public relations imbalance. .
Online public relations
With the popularity of the Internet and the increasing use of the Internet by the public, the Internet has had a great impact on the guidance of public opinion and the evaluation of public events. Internet has become the first source for consumers to influence and evaluate a brand or commodity. The information on the Internet spreads rapidly and can have a great impact in a short time. Internet has increasingly become the main position of daily public relations activities of enterprises. Expand external publicity and establish corporate brand. The cost of online publicity is relatively low, targeted and efficient, and the role of online publicity is expanding day by day, which also plays an important role in promoting the formation of corporate reputation.
As a product of the development of the Internet, most online public relations companies have emerged in recent years. However, due to the rapid expansion of the market, online public relations companies, especially the domestic online public relations industry, seem to be somewhat mixed.
News public relations
News public relations, also known as news marketing, is a metaphysical marketing means to promote products or enterprises in the form of news reports. The same is to convey product information to consumers, advertising and boasting may be boring, while the expression of news public relations is objective and fair, allowing you to automatically enter the urn after quietly explaining. It can be said that news public relations is a clever combination of public relations and marketing strategies.
The core of news public relations lies in communication. The purpose of communication is to publicize the benign information of the enterprise, improve the popularity, and finally achieve the purpose of promoting product sales or shaping the brand of the enterprise. Excellent news public relations has three applications: thinking innovation, brand communication and event marketing. Different levels of news public relations applications will have different effects.
Responsibilities of public relations: refers to the scope of work and responsibilities of public relations in the process of administrative management or operation management of an organization.
Take responsibility. After long-term practice, some of the most basic responsibilities of public relations have gradually formed, including collecting information, assisting decision-making, and spreading.
Promote, communicate and coordinate and provide services.
Public relations personnel-job responsibilities
Satisfaction of public relations personnel
(1) Organize public communication plans, edit, produce and distribute all kinds of publicity materials, and be responsible for organizing news release and image communication;
(2) Monitoring, collecting, sorting out and analyzing the public information of this institution, and providing management suggestions to the leaders of this institution;
(3) Formulate the image management plan of the organization and products (services), plan and implement various public activities with themes, and evaluate them;
(4) Communicate and coordinate the relationship between the organization and the public at home and abroad, and participate in handling the public consultation, complaints and reception affairs of the organization;
(5) Assist the organization to discover, handle and monitor the contradictions, problems and emergencies (crises) between the organization and the public;
(6) Provide professional training and guidance for other relevant personnel of the organization.
Public relations personnel-basic requirements
public relations etiquette
In the eyes of some laymen, the requirement of public relations work is "handsome and beautiful" plus "eloquent", which is actually a great misunderstanding of public relations work. The work of public relations is highly professional and has special requirements for its employees. Handsome men and beautiful women are of course good. If the overall quality is not good, it is futile to have both. As a professional public relations practitioner, you should have reasonable knowledge structure and professional skills, strong comprehensive ability and good psychological and moral quality.
(A) the knowledge structure of public relations practitioners
The biggest difference between public relations practitioners and practitioners in other industries is that they have the necessary knowledge and professional skills to engage in public relations, especially after the professional access system. Whether they have theoretical and practical knowledge of public relations is a necessary condition to become public relations practitioners. To become a qualified public relations practitioner, it is helpful to master the following knowledge.
1. Basic theoretical knowledge of public relations.
This knowledge mainly includes: the basic concept, function, origin and historical evolution of public relations, the core concept and basic theory of public relations; The three elements of public relations and their mutual relations, the basic procedures of public relations work, etc.
2. Basic practical knowledge of public relations. Public relations is a practical profession that attaches importance to the accumulation of experience, and of course it also attaches importance to the basic practical knowledge and skills of public relations. In fact, public relations research knowledge, public relations planning knowledge, public relations negotiation skills, public relations communication methods. It is all practical knowledge that every public relations practitioner should master.
3. Professional knowledge of related disciplines and professional knowledge required for specific public relations work.
In order to carry out their work better, public relations practitioners should also master some theoretical knowledge of related disciplines. The disciplines closely related to public relations have the greatest influence on the theory and practice of public relations, such as management, communication, sociology, psychology and behavioral science, while marketing, advertising and interpersonal relations have great reference significance because they overlap with the theory and practice of public relations. In addition, when public relations practitioners receive special public relations services, such as international market public relations and industry public relations, they should also understand the corresponding regional cultural traditions, customs and habits and the basic knowledge of specific industries.
Modern society is a society of information explosion and knowledge explosion. No matter how diligent the public relations staff are, it is impossible to master all the necessary public relations knowledge. But every public relations staff should take this as the goal to motivate themselves, constantly learn and absorb the latest public relations theory, practical knowledge and skills, and strive to become a public relations staff with reasonable knowledge structure.
(B) the capacity structure of public relations practitioners
By analyzing the top ten success factors, it is found that most of them are related to the working ability of public relations personnel. Thus, strong comprehensive ability is very important for public relations personnel. Generally speaking, qualified public relations personnel should strive to make themselves have the following abilities:
1. Expression ability: including oral expression ability and written expression ability.
The ability of oral expression is what is usually called eloquence. Oral expression is the most important, direct and quickest means to realize two-way communication of information in public relations work: there are special speeches to the public on specific occasions to win over the public, create and guide public opinion; There are also forms of conversation such as face-to-face communication with the individual public, explanation and persuasion in interpersonal communication; For the benefit of the organization, there are also forms of negotiation with other organizations. Therefore, public relations people should master the rules and art of oral expression, make full use of auxiliary languages such as facial expressions and gestures, and enhance the persuasiveness, affinity and appeal of oral expression. Written expression is writing ability, writing ability. Public relations personnel are involved in a wide range of writing in their work, from daily letters and official notices to public relations planning, investigation reports and summary reports, from press releases, speeches and advertisements to public relations manuals and public relations planning books, all of which require skilled writing skills.
Therefore, public relations personnel should be proficient in various styles including news, letters, plans, summaries and analysis reports. At the same time, pay attention to rigorous logical thinking and concise and smooth writing. 2. Social skills
A lot of work of public relations personnel is to directly face all aspects and types of the public, quickly establish two-way effective communication, and win goodwill, recognition and cooperation. This requires that public relations personnel must have strong interpersonal skills, that is, social skills. Only in this way, public relations personnel can calmly cope in various social occasions, make friends, build good relationships, establish their own good image and win more development opportunities for the organization. 3. Organizational management ability
Public relations personnel should be good at mobilizing, organizing and coordinating the power and relationship between the public inside and outside the organization; Be good at making daily plans and special plans for public relations, and organize their implementation and evaluation appropriately and effectively; Be good at organizing and participating in various meetings and activities related to the principles and practices of public relations, properly and effectively select and use various means of communication, and promote the realization and completion of the organization's expected goals. 4. Self-control and adaptability. Public relations personnel often encounter all kinds of unexpected events and problems in public relations activities, so they should be calm, clear-headed, correct in judgment, resourceful and solve the problems satisfactorily. 5. Innovative public relations work promotes change to some extent. The same content will be different at different times, different places and different objects, and the working methods will be different. Therefore, the work of public relations personnel is a creative, innovative and pioneering work, which requires public relations personnel to be active and passionate, abandon stereotypes and constantly create a new realm of public relations work.
Sun Yat-sen University, China Communication University and East China Normal University are all good, ranking relatively high. Shanghai International Studies University, Shanghai Normal University and Fudan University also have them.
After graduation, students are suitable for information research, image planning, news dissemination, publicity and promotion, foreign affairs exchange, business communication, marketing, United front overseas Chinese affairs, office secretarial work, corporate culture and so on. In governments at all levels, enterprises and institutions, professional public relations companies and advertising companies, the media, or enter the master's courses in public relations, communication and public administration for further study. It is difficult to find a job, and it is difficult to find a good job.