Public relations is a new comprehensive applied discipline. The main line of the discipline is to establish a good communication relationship between social organizations and the public and establish a good image of social organizations in the public's mind. The main contents of the course are: the basic connotation, definition, research object and research category of public-private relationship; The history of the emergence and development of public relations and the formation of the concept of public relations; The basic function of public relations; Types and characteristics of public relations organizations; The types and scope of public relations practitioners, and the basic principles for selecting public relations personnel; Public * * * relationship between work object and work type; Organize internal public relations and external public relations; The implementation of the four-step work law of public relations; Introduce the CIS strategic work of enterprises; Carry out daily activities and special activities of public relations; Public relations advertising and public relations etiquette; Public relations news dissemination; Case analysis of public relations.
The disciplinary characteristics of "public relations" are mainly manifested in the following aspects:
1. The basic theory is large. The main basic theories of "public relations" include: management, marketing, organizational behavior, public and consumer psychology, advertising, market research and prediction, mass communication, interpersonal relationship, speech and eloquence. "Public relations" is an independent comprehensive applied science developed on the basis of these related sciences. At the same time, it has the nature of marginal subject, so it needs to be studied and discussed by quantitative analysis and qualitative analysis.
2. Take management as the leading thought. The four elements of "public relations" are: social organization, public, management function and two-way communication. Among them, the management function runs through the whole process of public relations activities. This kind of management function covers all the soft means of management function, and mainly implements the coordination, communication, education and guidance of social organizations to the public. Its management scope goes beyond the walls of specific social organizations. It should not only manage the public inside the organization, but also manage the public outside the organization. It is a form of expanding management scope and softening management means.
3. Theory and practice are closely integrated. "Public Relations" has its own independent discipline system and its own practical skills and methods. The theory of public relations is the core of public relations, but only when it is combined with the application of public relations can it show its theoretical value and exert great energy. The application of public relations in social practice provides newer, better and more comprehensive materials for the enrichment, development, deepening and perfection of public relations theory, and tests the correctness and practicability of public relations theory, thus embodying the practicality and operability of "public relations".
When the senior year is about to enter the society, it is really wise to offer the course of applied public relations. Unfortunately, many students are busy looking for jobs and jobs, so they have no time to listen to or study courses. When I graduated, I was fortunate to have the opportunity to understand and get in touch with this field and benefited a lot. I think I should mention it.
First, the change of ideas-before studying the theory of public relations, I disdained to marvel at it.
Before the public relations course started, I looked at the public relations in the course and was very unhappy. It is a waste of youth for people who are about to graduate from college to take such boring courses. In my imagination, public relations should be a practical subject that studies interpersonal relationships, interpersonal communication, public relations etiquette and even "pulling relationships" and "entering through the back door". How can these theoretical descriptions of practical behavior and social phenomena help us? I think what it brings can only be an armchair strategist and boredom. Whether this so-called "discipline" can become a discipline is worth thinking about.
However, when I accidentally opened the textbook, I was surprised and ashamed, ashamed of my ignorance and self-righteousness, and surprised that I had gained more knowledge.
"For more than 20 years, as a management function, business strategy, communication behavior and modern communication mode, public-private relationship has played a unique role in various social organizations and departments with its unique charm, and has been highly valued by people in the fields of management, marketing, mass communication and social communication." [1][ 1] "Some people once regarded the relationship between the public sector and the private sector, together with technology and management, as the three pillars of modern enterprises ... Some scholars listed the scientific and technological level represented by computers and the management efficiency represented by public-private relations as the three indicators to measure the development level of a country." [2] The words "management function", "management strategy", "communication behavior", "modern communication mode", "three pillars of modern enterprise" and "symbol for measuring a country's development level" surprised me, and my curiosity drove me to continue reading.
Management function theory, communication theory, social relations theory, image shaping theory, decision-making consultation theory, public opinion theory, technology theory, coordination and balance theory, science and art theory ... The theoretical summary and description of the essence and connotation of public relations theory from different angles, on the one hand, amazed me at scholars.
Second, the expansion of vision-a brief review and summary of the knowledge system of public relations
Here, I intend to make a simple review and summary of the content of this course. For myself, on the one hand, it is a process of course review, on the other hand, it is also a process of thinking and reorganizing the knowledge system of this course.
The knowledge system of the whole course can be divided into two parts, one is the basic theory of public relations, and the other is the practice of public relations.
The system structure of the basic theory is as follows: (1) Overview of public-private relations, including the basic meaning, scientific category, basic characteristics, history and present situation of public-private relations; (2) According to the basic connotation of the public * * * relationship, this paper discusses in detail the operating subject, object, means, purpose, function, principle and procedure of the public * * * relationship.
The practical part includes: (1) interpersonal skills, including interpersonal attraction, interpersonal communication, factors affecting interpersonal communication and obstacle removal; (2) Public relations language skills: including the basic principles of public relations language, oral expression skills, written expression skills, etc. (3) Public relations etiquette: including appearance, appearance, manners and basic etiquette norms; (4) Special public relations activities: including press conferences, celebrations, exhibitions, sponsorship activities, open visits, etc. The framework of this course knowledge system can be expressed as follows:
public relations
Basic theory and practice of public relations
Third, the change of knowledge structure-the promotion and supplement of personal professional knowledge
I am interested in information science and will soon study for a master's degree in information science. I have always thought that I have a better understanding of information management science, from the basic theory of information resources to information transmission, information organization, information retrieval, information analysis and prediction, from e-commerce, e-government, competitive intelligence science, from macro-information economics and micro-information economics to information industry (department) economics, and from science to soft science research. From the basic theory of management to mathematical analysis and statistics, western economics, development economics and even the information theory of money, finance and securities, I have a certain understanding and contact. I think I have formed a broad basic knowledge system. But after reading Practical Public Relations, I have a deep feeling that there is no end to learning, there are too many things to learn, and there are too many things worth learning.
Taking competitive intelligence as an example, I have always been obsessed with thinking about improving the competitiveness of enterprises, and always like to imagine that enterprises can improve their competitiveness from the perspective of competitive intelligence. I think a good way is to establish an effective competitive intelligence system, constantly collect information about the enterprise itself, competitors, competitive market and competitive environment, and use information analysis and forecasting methods to provide decisions for determining the organizational competitive strategy. But we never relax our thinking and think about effective measures to improve the competitiveness of enterprises from other angles.
The study of public relations has opened my eyes. Public relations is a kind of "management function, management strategy, communication behavior and modern communication mode". Whether it is for the promotion of organizational or individual competitiveness, there is no doubt about the power. Take the case list [3] in the course as evidence:
1906, the coal mine of Rockefeller, an oil tycoon who has long been called the "robber king", was surrounded by a wave of workers' strikes. Violent repression is ineffective and enterprises are in danger. In this case, they hired Li Jinmei, the father of modern public relations, to clean up the mess for the company consultant. Ivy. After taking office, Li first published the famous "Declaration of Principles", saying that on behalf of enterprises, he announced the truth to the society and the public and sincerely apologized, and publicized the concept that "the public must be informed". The declaration won the trust of the workers, turned the situation around and the workers' strike stopped. So, ivy. Li You suggested that enterprises should increase workers' wages, help the poor, donate money to charities, and gain public understanding through practical actions. Soon, the image of Luo Jia changed from "the chaebol who suppressed the strike" to "the supporter of social art and culture", which greatly improved the reputation of the enterprise. Li is famous for this.
Enterprises are like this, and individuals are no exception. Take the US presidential campaign as an example [4]:
Andrew? Jackson came from humble origins and had no strong economic strength. In order to succeed in the election, on the one hand, he established his own image, molded himself into the embodiment of equal rights and the fighter of anti-monopoly economy and usury capital, on the other hand, he hired a famous journalist James? As his senior think tank, Kendall wrote speeches, released news, conducted public opinion surveys and analysis for him, and founded the earliest organ newspaper of the American government (namely Global Daily) to report and strengthen government policies. Where's Andrew Jackson 1929 was elected president of the United States and was re-elected with five times more votes than his opponent.
There are countless examples of improving the competitiveness of organizations, groups and individuals through news communication, information communication and advertising, which shows that public-private relations are a management thought and strategy, and a technology, science and art of spreading communication theory, shaping image, consulting and making decisions, and coordinating and balancing. As a branch of modern management, the textbook regards public relations as a marginal subject of communication management and information management, which is really classic, but I know nothing about it, which is really shameful. Public relations, a broad management idea and art, is worth studying and thinking about, and my knowledge structure has been improved and developed to some extent.
Fourth, the case analysis of the relationship between the public and the public-a typical case analysis and reflection on the performance of public relations etiquette during my senior year.
Learning and understanding of public relations will not only improve your knowledge structure, but also cause you to think about public relations etiquette. It is undeniable that this will have a beneficial impact on a person's future behavior and etiquette.
(1) Public relations problems in job interview and re-examination for postgraduate entrance examination
I participated in a job interview with Shenzhen National Security Bureau, and it was successful. If you think about it carefully, in addition to the achievements and award certificates accumulated during the undergraduate period, you should also benefit from the following points: First, you have prepared enough materials, and the copies of resumes, award certificates and transcripts were prepared before pasta, but many students lack the materials to prepare for the interview, and even have no time to bring resumes. Obviously, whether the application materials are complete directly gives the recruiter the first impression: whether the students respect and attach importance to the unit, whether they are rigorous and thorough in doing things and considering problems, the first impression is extremely important in public relations; Second, the ability of oral expression. During the oral examination, I paid special attention to the organization and conciseness of the answers. Each answer point is marked with 1, 2, 3, etc. And I don't want to be verbose or beat around the bush, but many students talk a lot over and over again, which makes people irrelevant. Writing skills and ideas are the core of written examination, and calligraphy also plays a great role, because as office workers, basic writing skills and font calligraphy are very important. Third, I always smile during the interview, my voice is quiet but bright enough, my expression is unhurried, and I can occasionally quote classics to answer questions, so it is easy to stand out when applying for civilian positions; Fourth, sincerity, if you don't know, you don't know. Honesty is the most effective magnet. I have repeatedly admitted that I lack social experience and communication skills, but I got a knowing smile from the examiner. Unfortunately, I broke my contract after I passed the interview and signed the civil service exam, which actually violated the principle of good faith and was appreciated by negative leaders. Personally, I feel guilty, but under the strong idea of continuing my studies, I still reluctantly gave up what I wanted and chose to break the contract. Perhaps this behavior has greatly damaged my psychological image as a leader in Shenzhen Guoan.
It is also a typical example to take part in the postgraduate re-examination. In the interview of applying for exemption, I fled because I was not generous enough and not atmospheric enough. After passing the postgraduate unified examination and entering the re-examination list, although my oral English was poor, the examiner finally gave me 35 points (30 points passed) because of her bold and natural performance. In the re-examination of professional courses, although her professional knowledge score was 94 points, her comprehensive ability performance was only 40 points, far below the average score of 43.5. Fortunately, my major score was high, my initial test score was high, and I was finally admitted. The lack of public relations etiquette, words and deeds almost made me lose the opportunity for further study.
(2) Get along with superiors and colleagues and travel during the internship.
During my internship, I benefited a lot, and I have greatly improved my interpersonal relationship and professionalism in words and deeds. During my internship in the archives, I learned about the history of Suzhou University, including Soochow University, National Institute of Social Education and Wuxi National College, and was taken on a business trip by the teachers in the preparatory office of Suzhou University Museum. My main job is to visit the famous alumni of Soochow University and collect the physical data of the school history. During this period, I followed my teacher to visit the Film and Television Information Center of Beijing Film Academy, the daughter of Ni Zhengri 'ao, a famous international judge. The granddaughter of Tang, a famous master of Chinese studies, and Tang, a famous professor at Renmin University of China, and other places and figures have discovered a secret of dealing with relationships and contacts: do more things, talk less, speak quietly, and don't move too much, giving people the impression that college students are educated. As for clothing, appearance, appearance, etiquette and so on. We should also pay attention to them as mentioned in the course. Limited by space, I won't go into details in this article.
I learned a lesson in dealing with interpersonal relationships in my internship, which should be taken as a warning. The teachers in the archives have a heated discussion about whether the museum needs to buy a video recorder to collect the information of audio-visual archives. The curator and my practice instructor hold opposite opinions. The curator thinks that we should apply for funds from the school to buy one, but my practice instructor opposes it. I can't help but interject that I should buy it. Later, the internship instructor instructed me: I said Xiao Xie, you are lucky to be an intern here, not a staff member here. I don't blame you, but I want to give you a piece of advice. When others are discussing problems, don't express your opinions, and don't state whose opinions you agree with. If you weren't just an intern here, I'd think you were kissing the curator's ass today. I shivered and my face turned red when I brushed it. I saw them arguing so enthusiastically that I felt it was not good to keep quiet. I want to echo it. I didn't expect self-defeating, which was really scary and gave me a vivid lesson. Public relations etiquette and public relations are profound and worthy of in-depth study and development. It's just sometimes silly to think, why can't the relationship between people be simpler? On the other hand, perhaps, it is because of the complexity of these relationships that the world has become so colorful.