2. The organization's public * * * relationship activities are the process of an organization's long-term social communication, information communication, making friends and establishing its own good image, which are manifested in two categories: daily public * * * relationship activities and special public * * * relationship activities.
3. The concept of public relations affects and guides the value orientation of individual or organization's decision-making and behavior, thus counteracting people's public relations activities and indirectly affecting the actual state of public relations. The concepts of public relations mainly include: image concept, public concept, communication concept, coordination concept and mutual benefit concept. In addition, the concept of public relations also includes team concept, innovation concept, service concept, social concept and so on.
4. As far as discipline characteristics are concerned, public relations is not only a marginal discipline with strong application, but also a comprehensive and interdisciplinary discipline in theory, involving sociology, philosophy, politics, economics, communication, management, marketing, ethics, psychology and so on. It is a new discipline based on communication and management.
5. The professional task of public relations is to coordinate the relationship between social organizations and the public, create a good social image of the organization, and promote the continuous development and improvement of the organization. 1903 gave birth to the profession of public relations. People usually regard American journalist Ivy Lee as "the father of modern public relations".
In fact, the "public * * * relationship" here mainly refers to the public * * * relationship occupation. It is precisely because Ivey Lee 1903 began to engage in public relations work to establish an image for the organization, and in the following year, he founded a public relations consulting company to open to the outside world, which made the public relations profession appear in the society.
Extended data
The practical significance of learning public relations can be understood from the following five aspects:
1, to meet the needs of opening up. Opening to the outside world needs to strengthen the dual communication between China and the outside world, especially in the context of global economic integration. On the one hand, we must understand the world, on the other hand, we must spread ourselves to the world; Opening to the outside world has made the problem of image management increasingly prominent, so it is necessary to establish public relations awareness and strengthen public relations management;
Opening to the outside world needs to be handled in accordance with international practice, especially when China is about to join the World Trade Organization. Learning and using public relations is conducive to improving and standardizing organizational behavior.
2. To meet the needs of system reform, system reform has promoted the development of horizontal relations, made the social relations of organizations increasingly complex, and brought new changes to the relationship state (social relations and public opinion) and behavior mode of organizations. Therefore, it is necessary to use public relations to strengthen social communication and social coordination of organizations.
3. Adapt to the needs of market economy development. Market economy has brought extensive division of labor and fierce market competition. Enterprise organizations need to use public-private relations to expand cooperation, enhance competitiveness, establish the visibility and reputation of the organization and its products, and promote economic and social benefits.
4. Adapt to the needs of modern information society. The development of modern information communication technology and communication mode has promoted the change of social communication concept and behavior. In particular, the development of mass communication makes the role of public opinion increasingly enhanced, which makes the problem of organizational image management increasingly prominent. We should use public relations to understand and guide public opinion and improve the environment for the survival and development of the organization.
5. Adapt to the needs of social stability. China's reform and opening up and the development of market economy need a stable and united political situation, so it is necessary to strengthen social public relations, strengthen the two-way communication between the government and the public, enhance the understanding, understanding, trust and cooperation between the leaders and the led, and form a harmonious social atmosphere.
Public relations is a manifestation of social relations. Scientific public relations is different from any other relations and has its own unique characteristics. Understanding these characteristics will help us to deepen our understanding of the concept of public relations.
1, perceptual
Public relations is an art of shaping a beautiful image, which emphasizes successful people and environment, harmonious personnel atmosphere and the best public opinion, thus winning the understanding, trust, goodwill and cooperation from all walks of life. The ancients in our country paid attention to "harmony between time, place and people" and regarded "harmony between people" as an important condition for success. The relationship between public and private is the pursuit of "harmony between people" and creates the best soft environment for the survival and development of organizations or individual activities.
2. Two-way
The relationship between the public and the public is a two-way communication based on the truth, not a one-way public communication or investigation and monitoring of public opinion. It is a two-way information system between the subject and the public. On the one hand, organizations should absorb human feelings and public opinions to adjust their decisions and improve themselves; On the other hand, it is necessary to spread it to the outside world so that the public can know and understand themselves and achieve effective two-way communication.
Step 3 extend
The extensiveness of public relations contains two meanings: one is that public relations exist in any behavior and process of the subject, that is, public relations are everywhere and run through the whole survival and development process of the subject; Another meaning refers to the universality of its publicity.
Because the object of public relations can be any individual, group or organization, any public who has already had a relationship with the subject, or anyone who will or may have a relationship temporarily.
Step 4 be complete
The purpose of public relations is to let the public fully understand themselves, so as to establish their own reputation and popularity. It focuses on the competitive position and overall image of an organization or individual in society, so that people can have an overall understanding of themselves. It is not simply to convey information and publicize one's status and social prestige, but to let people know oneself in all directions.
5. Long-term
The practice of public relations tells us that public relations personnel should be regarded as a "standing army" rather than a "fire brigade". The management function of public relations should be regular and planned, that is to say, public relations are not faucets. This is a long-term job.
Baidu Encyclopedia-Public Relations